Archive for Cameron Yuill

Soon All Online Advertising Will be Video

Posted by Cameron Yuill on April 3rd, 2013 at 2:07 pm

Video advertising will double approximately every two years until all online ads will be video ads. That's right. All online ads will be video.
I am calling this prediction "Cam's Law" (after Moi) with due respect and deep regard to Intel Founder Gordon E. Moore, who in 1965 predicted that the number of transistors on integrated circuits would double every two years thereby exponentially increasing computing power.
Trust me, it does not take a genius to see the trends. My prediction is firmly guided by data. comScore recently reported that Americans watched 11.3 billion video ads in December, setting a new peak, and a sharp 10% rise from November’s 10.3 billion. December 2012 ad views were twice as many as in January 2012, representing 59% year-over-year growth. Video ads accounted for 22.6% of all videos viewed in December, and 1.9% of time spent viewing video online.
But That Was Last Year
Now three months into 2013, I feel ever more confident about Cam’s Law given the astronomical speed at which video advertising has grown in popularity. All signs point to the death of banner and static ads. Here's why:

Consumers love video; not just cat MEMEs, but original content. And they watch a lot of video online. Nielsen says... Read more

Nielsen’s Evolution and the Coming of The Ad-Buy Structure Shake-Up

Posted by Cameron Yuill on March 22nd, 2013 at 6:58 am

Ever since television became woven into the fabric of mainstream America, the Nielsen ratings system, which arose from radio in the early 1900s, has been the sine qua non of viewer engagement measurement. Fast forward to today, a time of free flow evolution and reinvention in media consumption, and Nielsen continues to lord over TV ratings, dictating where coveted advertising dollars are spent.
Modernity, however, is a fickle mistress, and as times change so do user preferences. With the rise of tablets, smartphones, and streaming media, television consumption has gone rogue. And so, Nielsen, the staunch overseer of ratings, has had to hop-skip from the staid television set to a whole new array of hardware, recording the behavior of viewers who prefer streaming video through on-demand services such as Hulu.
The reason, of course, has been the increasing popularity of the tablet. NPD DisplaySearch projects the number of tablets to grow from 374 million units in 2012 to 809 million in about five years with Apple’s iPad, even in the wake of recent slips, still holding on to a 48 percent market share. With this boost in tablet sales there has been a corresponding rise in online ad spending. Not only that,... Read more

CBS streams Super Bowl to my iPad and I like it (mostly)

Posted by Cameron Yuill on February 6th, 2013 at 12:31 pm

First up, kudos to CBS for ‘getting it’. Steaming live video to tablets is an absolute no brainer. There were almost 50 million tablets sold world wide last quarter. That is a lot of consumers.
So, let me say ‘thank you’ to CBS on behalf of the millions (I am betting that there were millions) of consumers who took advantage of the live stream. It certainly provided consumers the flexibility and choice we deserve when it comes to watching the biggest sporting event in the country.
Now, if you were only watching the big game on your tablet that would be fine. You would be very, very happy.
However, I made the mistake of having the television on at the same time as having the live stream on my iPad on my lap (I am sure many others did this as well).
The issue - and I don’t know if it was my connection or the WiFi I was on or if it is a technical limitation of live stream - but the stream to the tablet lagged the television coverage. It was not a short lag, it was considerable. At one stage in the first quarter, I got out the... Read more

Why Publishers Should Hate Apps But Don't (Yet)

Posted by Cameron Yuill on January 14th, 2013 at 12:24 pm

In April 2010, Apple released the iPad. News and Magazine publishers were ecstatic. The digital platform allowed a lot of extras such as photos, videos and interactive elements that made for a much richer experience.
Apple’s innovation opened the floodgates for publishing companies to crash the mobile party by using Apple’s new device to showcase their beautiful print publications the way they were intended to be seen. Apple capitalized by setting up an easy-to-use pay wall for publishers to upload their content.
Enter the Audit Bureau of Circulations, an organization that monitors circulation and customer base information for magazines and newspapers in North America, which declared that “rate base” would once again be the foundation for setting online advertising rates.
A Match Made in Heaven – Or So It Was Thought
It was beginning to feel like the good old days were coming back. Finally, publishers could stop giving away content for free and start making money again. Certainly they were not going to make that same mistake they had made on the Web.
Immediately, Rupert Murdoch, the chief executive of News Corp., shelled out $30 million to launch The Daily – an iPad only newspaper for a$39.99 yearly subscription. Most big name publishers followed... Read more