Verizon Opts Into AOL

Verizon is the largest wireless service provider in the U.S. with over 108 million retail connections as of the first quarter of 2015. But as the wireless business matures, providing connectivity is increasingly a zero-sum game among the four national carriers — Verizon, AT&T, T-Mobile and Sprint — leading to price wars in pursuit of marketshare and threatening margins.

Verizon_HQVerizon’s efforts to find new ways to monetize its user base, such as through advertising, however, have met with mixed results at best. It’s use of undeletable “super cookies” to track its subscribers’ web surfing, and the sale of those data to third-party marketers, led to an outcry among consumers and privacy advocates (and scrutiny from the Federal Communications Commission), which forced Verizon to allow users to opt-out of the program.

Now though, with its $4.4 billion acquisition of AOL, announced Tuesday, Verizon is gaining a portfolio of over 100 million device IDs from consumers who have opted-into direct, content-based subscription relationships with AOL’s media properties. From a data-collecting perspective (to say nothing of the legal and regulatory implications) that’s a much safer starting point than anonymous, surreptitious tracking. But those opt-in content relationships will also provide a foundation for the launch later this year of Verizon’s own opt-in over-the-top video service. Read More »

Measuring the Previously Unmeasurable

Location signals derived from our mobile devices are the key to bringing traditional media measurement into the digital age. The industry has started to achieve that with in-store measurement, where the power of location has already proven to be an effective barometer for both desktop and mobile campaigns, as demonstrated by Placed, NinthDecimal, Factual and PlaceIQ, among others. Now, a similar application of location signals has the power to provide digital insights and audience optimization to offline media channels such as out-of-home (OOH) and terrestrial radio.

Source: Measuring the Previously Unmeasurable– AdExchanger

New app links television networks to out-of-home viewers 

AudioStreamTV, formed last year and just starting to roll out, will help TV networks convert millions of uncounted out-of-home viewers in airports, gyms and bars into cash.

The New York-based start-up’s app, called Tunity, works by connecting those uncounted viewers to the audio feed of thousands of muted public TVs.

Source: New app links television networks to out-of-home viewers | New York Post

Networks Fret as Ad Dollars Flow to Digital Media 

Television viewing has plummeted 9 percent so far this season compared with the previous season, according to MoffettNathanson Research. To explain the drop, some industry executives and analysts point to the rapid increase in the amount of time people spend watching Netflix and other streaming alternatives. Netflix viewing accounted for about 43 percent of the decline in traditional TV viewing in the first quarter of this year, according to MoffettNathanson.

Source: Networks Fret as Ad Dollars Flow to Digital Media –

Upfronts: Major Networks Face Severe Pressure on Ad Prices 

Ad buyers say they will bring intense pressure on TV pricing in 2015, a sign the industry’s coming upfront marketplace may be one of the most pernicious in recent memory. To be certain, buyers at this time of year have an interest in tamping down the market. They often talk of winning lower rates in the cost of reaching viewers. This year, however, they are pushing for something more severe: no increases. In some cases, they may even seek reversals of current pricing.

“Some folks are looking for rollbacks,” said John Muszynski, chief investment officer at Spark, a media-buying agency that is part of Publicis Groupe. “I don’t see any kind of positive story being spun in this marketplace for the sellers.”

Source: Upfronts: Major Networks Face Severe Pressure on Ad Prices | Variety

Nielsen to Measure Roku Connected-TV Video Ads

About half of the 250 most-watched Roku channels, including CBS All Access, already deliver ads, but in selling that inventory publishers have had to extrapolate audience demographics for ad impressions.

Now, Roku channel partners will be able to measure audience according to Nielsen’s standard demo breakdowns. Nielsen will collect usage data from Roku devices (stripped of personally identifying info) and then will use its National People Meter television panel to assign audiences.

via Nielsen to Measure Roku Connected-TV Video Ads | Variety.

In Advertising Battle, TV Fights Back Against the Web – WSJ

NBCUniversal, owner of channels including USA, Bravo and E!, along with Time Warner Inc.’s Turner Broadcasting and other media companies are touting new tools that they say close the gap with the online players when it comes to data and analytics. That will be a key feature of their pitches in “upfront” negotiations in coming weeks, when TV networks sell the majority of ad time for coming programming.

via In Advertising Battle, TV Fights Back Against the Web – WSJ.

Four Lessons From Twitch About Marketing to Millennials

Twitch is a site on which competitions among the world’s top video gamers are streamed live, and millions of users worldwide log on to watch. However, the platform’s reach and pull go beyond offering an outlet for gamers; it’s also been successful in providing an immersive, interactive and relevant service that ultimately drives content engagement. How Twitch does this is something all marketers should take note of and apply in their content creation process — on whatever platform they are using.

via Four Lessons From Twitch About Marketing to Millennials | DigitalNext – Advertising Age.

ComScore, CIMM Unveil Cross-Measurement Results

A consortium of big media companies has joined forced with online measurement giant comScore to produce cross-media measurement techniques to track their combined audience across different channels and devices. This week comScore revealed the first installment of data from the multiplatform measurement initiative.

The wide-ranging syndicated measurement product aims to capture unduplicated reach for audience exposure to video, audio, as well as static and interactive content and ads across screens, according to Coalition for Innovative Media Measurement CEO and managing director Jane Clarke, including delivery across both linear and time-shifted TV, radio, computers, smartphones, and tablets.

via ComScore, CIMM Unveil Cross-Measurement Results 04/28/2015.

IAB study: Digital video to equal TV’s importance by 2020

In a survey conducted by Advertiser Professionals and sponsored by the Interactive Advertising Bureau, marketers and agency executives feel original digital video will become as important as original TV programming within the next three to five years.

Accordingly, marketers and agency executives expect to see their digital video ad budgets increase over the next 12 months, says the second annual Digital Content Newfronts: Digital Video Spend Study, with more than 68% of 305 buy-side executives feeling there will be a greater investment in digital video from rising advertising budgets in 2015, as those budgets shift away from broadcast and cable television.

via IAB study: Digital video to equal TV’s importance by 2020 » StreamDaily.

It’s Not a Video Revolution — It’s a TV Evolution

What’s actually happening is an evolution: TV viewers are pursuing their favorite content on the best available device. In doing so, viewers extend TV’s reach across today’s full range of video-viewing devices and conduits. Netflix attests that more than half of subscribers’ viewing time is devoted to premium TV content. Add Amazon Prime, Hulu and other streaming services, and TV has increased both its utility and its exposure.

So advertising needs to change its definition of TV. Consider it professionally produced video content that’s available across five screens. Appreciate that it takes lots of money and talent to create and bring to market, which is why TV networks invest nearly 50% of their revenues back into original programming. And recognize that streaming is a valuable contributor to TV audience and brands. The phenomenon of binging has been accurately linked to record-setting premieres for programs and sports events alike.

via It’s Not a Video Revolution — It’s a TV Evolution | DigitalNext – Advertising Age.

NAB 2015 Recap: Top Live, Linear & OTT Trends

LAS VEGAS–Last week’s National Association of Broadcasters convention here saw multiscreen, over-the-top broadcasting move, physically and figuratively, from a back corner of the Las Vegas Convention Center to front-and-center of the discussion.

“Broadcasting obviously does not exist in isolation, but as a vital piece of the dynamic and ever-changing media and entertainment landscape,” NAB president Gordon Smith said in his keynote address. “As we get closer to realization of the next generation of television broadcasting, we are beginnN15_ShowOpening_GordonSmith_1ing to envision the new business opportunities it could enable. I believe next gen may be the key to building TV’s future.”

Evidence of that future was everywhere at the show, from cloud-based IP workflows that support both over-the-air and over-the-top delivery to panels on programmatic ad strategies and multi-platform ad insertion to the dedicated pavilion for “connected media.” But broadcasting’s over-the-top future involves more than new workflows and devices. It also means new viewing behaviors, new monetization strategies and new financial models.

Here’s a rundown of the top themes and trends in live, linear and over-the-top video Concurrent Media spotted at the show, along with profiles of some of the leading trendsetters: Read More »

Music Streaming Services Woo Real-Time Marketers

The biggest players like Spotify, iHeartMedia and Pandora are developing technology to serve ads to listeners, and they all see value in targeting based on musical tastes. A fan tuned to a rock station fits one profile for iHeartMedia. A subscriber playing a workout mix gives Spotify a consumer to sell to real-time marketers.

via Spotify, iHeartMedia Use Advertising Technology to Target Users Based on Their Listening Habits | Adweek.