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It's become fashionable in some circles to say TV is dead, but perhaps the definition of TV is dead, says Scott Schiller, EVP and General Manager Ad Sales and Marketing at NBC Universal, in this interview with Beet.TV. Instead, NBCU is focused on showcasing to brand partners its multiplatform approach to marketing content, he says. The media giant has built a content studio and uses that to create custom content for brand partners that can be distributed across its digital ecosystem. That lets NBCU rely on its assets and sound stages, for instance, on behalf of marketers. As an example, NBCU worked with Sabra to introduce a guacamole dip via a series of parodies of cooking videos that it pushed out across its digital platforms. "We had great results with that in driving customers to purchase Sabra dip," Schiller tell us. Schiller says that what brands want from media partners is premium content, quality data about customers, and also premium distribution. He adds that NBC was able to do bring that all to bear recently for the Olympics by working with SnapChat and BuzzFeed to create content advertisers could participate in. This video is part of Beet.TV’s coverage of the IAB MIXX Conference, 2016, presented by The TradeDesk. Please find additional videos from the Conference here.

Digital Media

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Twitter has unveiled nine new premium video sport contents deals at Sportel Asia, in addition to the live original programming, live games, highlights and events on the platform. The nine new sports partners include Asian Tour, Astro Malaysia, BallBall, Eleven Sports, FOX Sports Asia, International Table Tennis Federations, NetTV, SportsFix TV and TV ONE. Each of these partners will be able to utilise Twitter’s In-stream Sponsorships which enables publisher partners to monetise and sponsor exclusive video content while reaching out to engage audiences, the press statement read. The video content shared on Twitter will also include a short pre-roll ad from content sponsors, in addition to a range of existing deals available to APAC advertisers. This looks to bring even more opportunities for advertisers in Asia Pacific to align their brand with premium sports video content. According to the press release, Aneesh Madani, head of sports partnership for Asia Pacific, Twitter, will be presenting the content offerings to conference attendees, as well as brand and agency partners at a special Twitter workshop held at Sportel Asia.

Digital Video

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One of my favorite scenes in “Jerry Maguire” is when Tom Cruise’s character awakens in the middle of the night with an epiphany that would eventually birth his famed Mission Statement for a new kind of sports management agency. In “The Things We Think And Do Not Say,” Jerry furiously types into the night, laying out a stream of consciousness-style vision for the future of the business that revolves around quality, not quantity. “More honesty, more focus, fewer clients, but eventually the revenues will be the same,” he writes. Video advertising expenditures have grown 67 percent since 2015 with no signs of slowing down. Publishers are creating more content than ever before and racing to find ways to monetize audiences around what’s proven to be the most emotive and engaging content format for most demographics. The response from consumers? A growing distaste for online advertising and the rise of ad-blockers. In a recent survey more than 60 percent of consumers said they abandon online video due to the inundation of ads within the experience. Per an IAB study, 25 percent of desktop users and 15 percent of mobile users employ ad-blocking technology to avoid ads.

Digital Video

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Although Netflix is not ad-supported and has nothing to do with TV marketers, the subscription video service is having an major effect on other networks’ TV advertising, according to a report. An analysis in nScreenMedia estimates Netflix has taken anywhere from $3 billion to $6 billion per year off the table in TV advertising revenue as a result of the viewing on its platform. In the past, such viewing would have gone to ad-supported TV networks. The report from digital media analyst Colin Dixon says the average U.S. Netflix subscriber misses out on seeing around thirty-five 30-second commercials per day. Looking at all of Netflix’s U.S. subscribers, this comes to nearly 2 billion ad views per day. In a year, the average Netflix U.S. subscriber misses 5,753 ads during prime-time viewing and 7,032 ads during non-prime time. This analysis considers third-quarter 2017 results of 56.4 million Netflix streaming U.S. subscribers. Using the approximate cost-per-thousand viewer of $18 in prime time, and $5 for non-prime time programming, the report says these missed ad views have a value of $139 per year per subscriber, or $7.6 billion for all subscribers. This research suggests Netflix viewing has removed between 4% and 8% of total U.S. TV advertising, which in 2017 totaled $72 billion, per eMarketer. Dixon cautions: “This analysis assumes Netflix viewing replaces only ad-supported television viewing. It doesn’t consider ad-skipping through DVRs, though Nielsen says the average U.S. adult only spends about 10% of TV viewing time on DVRs.” He adds: “It also doesn’t consider the use of premium video networks like HBO and Showtime. These factors could lower the calculated value of lost ads by 15% to 20%.”

Digital Media

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French conglomerate Vivendi hopes to usher in the next era in digital video via a Netflix-like app built specifically for mobile

Digital Video