Coveted 18- to-24-year-old consumers now spend more time watching Web-distributed video than broadcast television, according to a new survey released by online video ad network LiveRail.
"We polled several hundred under-25-year-olds, and an overwhelming majority are now watching as much or more video content online as on regular TV," said Mark Trefgarne, CEO of LiveRail. "We were genuinely surprised by the results."
Some great music blogs use Tumblr as their platform, and we aggregate those in The Hype Machine. But plenty of people have awesome insights on music, even if they post about everything else on their tumblelog, too. So now, you can submit your music posts to the Hype Tumblr. We’re also following some cool people and reblogging their stuff, so you can see all the videos/articles/photos/links that make up our music experience right now. And just like on our main site, you can stream all the music on this page. Follow us, visit us, submit your posts, and check out some Tumblrs you might not be following yet. Welcome to our newest experiment!
“But even that risky blueprint is being redrafted. With more art-house theaters closing and most of the big studios no longer interested in distributing specialty films, a theatrical release is becoming increasingly hard to secure. So some filmmakers are trying to turn that system on its head, using Sundance not just as a sales tool but also as a platform for immediate digital delivery.”—
Absolutely beautiful music discovery engine. Hat tip to Rafi Mama.
i love that the design of the site makes you want to watch/stare and explore the other elements… instead of minimizing the window… I’m guessing that is one of Pandora/Last.fm key objections with advertisers.
Television networks, despite being mired in a distribution and business model first unveiled at the 1939 Worlds Fair, have some good ideas. One of those good ideas is cross-promotion.
Television networks use anywhere from five to fifteen percent of their advertising inventory to promote shows other than the one you’re currently watching. They do this to launch new shows, grow the audiences of troubled shows and build on the success of successful shows.
Starting this week we’re starting to experiment with ways to help shows build their audiences through cross-promotion. We’re doing this by reserving a small percentage of ad inventory (overlay and postroll) for promotion.
Our initial test will promote only a small number of shows. If this initial test is successful we will gradually expand the program to cover an increasing number of shows. We haven’t yet developed formal criteria for participation, but we’re generally looking for high quality shows that are either already proven to be very sticky (in other words they’ll make the most of each incremental viewer) or brand new shows that need an extra boost.
We’ll be running these promos on all shows that are opted into overlay or postroll advertisements. They will not preempt — in fact, they will be preempted by — high paying advertisements. They may occasionally preempt low paying “filler” ads that we use when there are no appropriate ads to show to a particular viewer or in a particular situation.
We’re optimistic that this experiment will give us new weapons with which to build show audiences. Let us know what you think.
BtoB talked to marketers, agencies and industry experts to compile a list of the top 10 trends for this year.
Online video explodes
Online video is already a tried-and-true tool for marketers, and its growth is projected to explode over the next several years. According to a report last month from eMarketer, spending on online video advertising will reach $5.2 billion by 2014, up from $1.0 billion last year.
This year, online video ad spending will total $1.4 billion, eMarketer predicted.
“Video ad spending growth will far outpace any other online format, running in the 34%-to-45% range from 2009 through 2014,” said David Hallerman, senior analyst at eMarketer and author of the report.
“These extremely high growth rates are the result of video ads moving from the sidelines to center stage, becoming the main form of brand advertising in the digital space.”
Surprise #6: When It Comes to Sales, Sell Your Audience, Not Your Videos
Historically, publishers sell ads by audience. But with online video and the lure of branded content, some have developed a tendency to pitch individual videos or a series of videos to advertisers. Publishers don’t sell by individual articles, so why should they think that they should sell by individual videos, especially when you consider the widespread nature of videos and where they ultimately end up.
Nonetheless, I see way too many producers sell videos over audience, and then when they fail to generate any meaningful distribution, the marketer gets disappointed, blaming the strategy over the tactic. You have to create audiences for your content. It can be one audience or it can be many.
With a magazine, you can take any one article and project the demographic of that one piece to the whole publication. With videos, due to their embeddable nature, each video can have its own audience profile and as such can embody the demographic of the site that embeds or distributes the video. So videos have the potential to reach a broader demographic than content locked into one site. Regardless, until videos generate more revenue from in-stream ads than in-banner ones, videos’ embedding nature remains a double-edged sword.
For a producer to distribute through third party distributors, it means:
less recognition of your reach initially. This hurts producers in the short term, but over time, services such as comScore and Nielsen will catch up and offer something while startups like TubeMogul seek to establish the best practices. More importantly, agencies recognize this phenomenon and will let you build your case.
less control of the ad inventory, which can be seen as a negative or a positive. Ultimately, as a producer, you have to position this as a plus because you can offer advertisers more reach and share of voice across a larger segment of the online video universe. But, it takes time, especially with a lack of data to support your reach.
The yet-to-be-launched episodic video content site Hitvidi.com just announced a new contest that promises ten online video makers $10,000 each to finance the production of new shows….
As always with web contests, it’s worth reading the fine print before committing. This page mentions a right of first refusal, as well as another important detail: “All monies awarded are valued in Canadian funds.” Luckily, the difference isn’t as much as it used to be. 10,000 Canadian dollars comes out to about 9,700 green ones.
Following the recent significant earthquake off Eureka, California last week, there is a moderately higher probability of a much stronger quake along the San Andreas fault between San Francisco and Oregon in the next two weeks. According to Jack Coles, an earthquake forecaster, the recent series of quakes, including the 6.5 shaker off the Coast are possibly fore-shocks of something bigger yet to come.
Also, be sure to pay close attention to your pets and the wild animals in your surroundings. They most definitely have a sense of the vibrations that arrive before the shock waves of a quake hit. One other thing of interest — the famous sea lions of Pier 39 have left the Bay for Oregon. All 500 of them up and left during the last week of November and they are now residing at the Sea Lion Caves, near Florence, Oregon
If you believe the forecasters, 2010 will be the year of the long-awaited inflection point when TV budgets begin to shift to online video in a meaningful way. In 2009, advertisers are projected to spend $699 million on online video ads, an increase of 32% from last year, “outpacing growth rates for most other emerging media platforms,” according to a forecast from Brian Wieser, Global Director of Forecasting for Magna. Jack Myers says that online video advertising will increase by 115% to $968 million in 2009 and is forecasting it to be the fastest growing segment of the media industry through 2012, when it is expected to hit nearly $5 billion.
Sales of Web video device shipments will experience global growth of 78% year-over-year from 2009 to 2010. The device categories that will see the most significant uptake in the short term are connected TVs and connected Blu-ray players, according to the newly released IMS Research report Market Opportunities for Internet Video to the TV – 2010 Edition.
Walmart’s latest attempt to go afterApple's iTunes business could be announced soon: The retail giant is in “meaningful” talks to acquire Web video-on-demand company Vudu, MediaMemo’s Peter Kafka reports.