Tagged 'online video'

Online Video and Mobile Access: Changing the Way We View and Value Content

Posted by Dan Roche on February 19th, 2014 at 10:43 am

Do you remember instances when your parents would refer to the technology, or the lack of, when they were growing up? You couldn’t imagine operating in a time without color television, computers or mobile phones.
Now, I’m in my parents’ shoes with my own children. Floppy disks and life without smartphones and tablets will never occur to them. After all, a friend of mine recently told me his daughter tried to swipe the television screen with her fingers to change channels.
It’s no secret that the way we digest content has evolved, and the growth of online video and mobile access to it are major contributors to this shift. The screen of choice changes with each device introduction. The “second screen,” of tablets and smartphones, is becoming the “first screen,” surpassing the television.
So what is causing the shift to tablet and smartphone viewing over television? While our parents may have been obsessed with bigger and bigger televisions, today it’s no longer about screen size. The online video and mobile shift can partially be explained by the following:
Convenience – While this may be a no-brainer, it is still one of the major factors contributing to mobile viewing. Smartphones and cloud-based video services... Read more

The Audience is More Important than "Competition"

Posted by Atul Patel on July 23rd, 2013 at 8:00 am

Whether a content owner is publishing directly to its audience or syndicating through a video app streaming service, conflicts over rights often become roadblocks to offering audiences the best content experience possible.

Native Advertising Done Right

Posted by Atul Patel on July 9th, 2013 at 3:00 am

Successful native ads will make audiences want to engage because the content relates to their interests, without being misleading or annoying. Achieving this balance is not always easy or successful, but it’s possible to attain when you go into it with an understanding of your goals, clear audience expectations, and a real distribution strategy.

How the TV industry uses online advertising to drive tune-in

Posted by Anupam Gupta on April 15th, 2013 at 11:16 am

Recently, my company Mixpo surveyed local TV stations across the country to better understand how the TV industry uses online advertising to drive tune-in. We uncovered a few conclusive trends. Stations are following viewer habits and shifting budget online. Today, stations spend about 18% of their tune-in advertising budget online, and 42% of stations plan to increase their online tune-in advertising budget in 2013. In the top 10 DMAs by market size, 57% plan to boost their tune-budget this year.
We also found that stations are increasingly using online video to reach their audiences online. Today between 58%-70% of local TV station’s budgets (depending on market size) are allocated to online video advertising and fully 85% plan to use online video ads to support their tune-in efforts in 2013.

Local TV stations understand that “today’s audiences are not only online, but are increasingly spending a large portion of their online time watching video. TV broadcasters are uniquely positioned to take advantage of this shift and reach viewers with online video advertising. TV marketers already have engaging video content, daily topicals, social media strategies, promotions, co-op programs, and skilled creative resources at their disposal.” This makes online video a no brainer to extend... Read more