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Posts Tagged ‘online video’

How to drive consumer action with video ads

Friday, March 1st, 2013
Samsung Smart TV

A Samsung Smart TV.

If you want to dramatically increase the ability of your video ads to drive consumer action, using both television and online video does the trick.

New research from Videology, a digital ad platform, found that action conversion rates increased 40 percent in consumers exposed to both television and online video advertisements compared to the control group (those not exposed to the digital advertisement).

Action conversion includes actions beyond a simple click through, such as searching for a retail location, building a product profile, downloading a coupon, or other actions that suggest intent to purchase a brand’s product or service.

Optimal frequency mix

Videology found that an optimal frequency mix of 7-9X on television and 7-9X on digital video drove the highest overall conversion rate of all combinations.

Those exposed in the 7-9X frequency range for both television and digital video saw a 230% lift in action conversion compared to the control group.  Other findings:

  • TV frequency alone does not specifically correlate to action conversion.
  • Those who were exposed to an ad online first are more likely to take action.
  • Increased digital frequency drives increased action conversion.

In addition, Videology’s research showed that while Ad Recall topped at 54% for TV only campaigns and 59% for video only campaigns, there was 64% Ad Recall for TV & online video campaigns.

This research was conducted with the help of Videology’s TV Amplifier(SM) product, which is designed to link television viewing behavior to online viewing habits, utilizing Nielsen’s cross-platform measurement data. Download the full report here.

Bar is higher for starups seeking first round financing, says Intel VC

Tuesday, February 19th, 2013

By Allan Maurer

Mark Rostick

Mark Rostick

What is the amount of accomplishment venture capitalists need to see these days to finance a true Series A r0und of a startup? The bar is higher than it used to be, says Mark Rostick, director of East Coast investments for Intel Capital.

Intel Capital must be doing something right. It is number one of a list of the top 20 venture capital firms of 2012 based on how many private tech company exits each had.

Rostick is among more than two dozen venture capitalists and investors participating in the upcoming Southeast Venture Conference in Charlotte, NC, March 13-14.

With the availability of online tools, the ability to inexpensively write code to get something started, and the proliferation of accelerators such as Y Combinator, there has been “An explosion of startups that create a light or beta version of a product and get a few customers to buy it quickly,” Rostick says.

The bar has moved

The problem is, he adds, “That water tends to be very shallow, so what they’ve accomplished doesn’t tell you much about what their chances are. It’s so much easier to do all of that earlier, the bar has moved for what an investor needs to see.”

That, he notes, means that “Now it’s much harder to separate the wheat from the chaff and judge how much the company has de-risked by what it has done. There is an explosion of new companies you need to sift through. So we have to be more savvy about what the level of accomplishment for a Series A financing needs to be.”

It also means startup teams need to think about how they’re going to separate themselves from the pack, he says. “Have they thought through their road map? Do they know their next step? Do they know what the management team needs? There are ways to prove your game.

Hot tech sectors

Intel, Rostick says, sees several tech sectors it thinks are going to do well.

“There is a ton of upside in the Enterprise that people haven’t thought about much,” he says. “A lot of startups in the social and mobile world use the cloud, but Enterprises are still in the process of making that move. It’s a gigantic shift and we’ve made a lot of bets on that infrastructure.”

Intel is also spending a good deal of time looking at big databases and analytics. “How do we talk about this data? How do we visualize it? All of that is creating opportunities. And it’s starting to mature to the point where people are thinking its time to get some bets down.”

Always looking for local opportunities

He suggests, “Look at the M&A history in these areas. IBM is buying analytics companies. SAS is doing that. They’re looking at how to use cloud infrastructure to help their customers.”

Another “big thing,” he says, “is the Internet of things.” If a company deploys a lot of equipment in factories or the field, trucks, a wireless network, meters, monitoring and managing them centrally makes a lot of sense,” Rostick explains.

It lets companies know what’s happening right now with the ability to fix or tune operations.

Online video and video analytics are two other areas Intel finds interesting.

Rostick asked us to note that Intel is “Always looking for local opportunities here in North Carolina.”

 

 

 

Take a holistic view to succeed in the digital marketplace

Friday, February 15th, 2013

comScoreThe digital world is maturing and moving toward successful business models in social media, search, online video and digital advertising, according to comScore’s 2013 U.S. Digital Future in Focus report. Marketers need an understanding of the whole digital landscape to navigate it successfully, the report says.

“2013 is poised to be digital’s most exciting year yet as the growing ubiquity of digital platforms presents marketers with nearly endless opportunities to connect and engage with consumers,” said Linda Abraham , comScore CMO and EVP of Global Product Development.

“It’s clear that the dynamics of the marketplace have fundamentally evolved through the adoption of smartphones and tablets and the increasingly ‘digital’ nature of all media. Navigating this changing landscape requires a holistic understanding of the key trends, underlying drivers and new opportunities that the digital ecosystem will bring in the year ahead.”

To download a complimentary copy of the 2013 U.S. Digital Future in Focus report, please see: http://www.comscore.com/FutureinFocus2013

Key insights from the 2013 U.S. Digital Future in Focus include:

Social Media Market Matures 

social media logosAmericans’ usage of Social Networking sites continued to be dominated by Facebook, which accounted for 5 out of every 6 minutes spent online on these sites. Facebook’s 2012 IPO signaled a maturation of the social media market with a renewed focus on building strong business models and monetization streams.

Several other social media players also made waves in the public markets this year, including LinkedIn, Yelp, Zynga and Groupon. Several other notable social media players like Twitter, Tumblr, Pinterest and Instagram (now part of Facebook) have all posted strong user growth as they begin to ramp up their revenue engines.

Google Leads While Bing Grows Share in Search Market

GoogleGoogle continued its strong lead in the U.S. search market, while Bing managed to gain ground as the #2 search engine in 2012. The desktop-based U.S. core search market saw its first signs of flattening as an increasing number of searches shift to vertical-specific searches and mobile platforms.

Online Video Brings TV Dollars to Digital as Consumers Become More Platform Agnostic

The U.S. online video market also shows signs of maturing from a consumption standpoint, but monetization is picking up steam as YouTube ramps up advertising efforts while traditional media players find success with TV commercial content. Because the demand for high-impact video advertising exceeds the available inventory, look for continued momentum on the advertising side – particularly as targeting improves.

Digital Advertising Improves Accountability in Quest for Print and TV Ad Dollars

Nearly 6 trillion display ad impressions were delivered across the web in 2012 as brand marketers have become increasingly comfortable with a medium capable of delivering strong marketing ROI.

Despite delivering so many impressions, comScore research showed that an average of 3 in 10 ads are never rendered in-view, leading to significant waste, weaker campaign performance and a glut of poor-performing inventory that imbalances the supply-and-demand equation and depresses CPMs.

Through the continued adoption of a viewable impressions standard, the market is beginning to embrace a digital scarcity model that better aligns monetization with the value created by the inventory.

Smartphone and Tablets Carve Out Space in Multi-Platform Digital Media Landscape

smartphonesSmartphones continued to drive the mobile landscape in 2012, finally reaching 50-percent market penetration in 2012. The Android platform also hit a 50-percent milestone as it captured the majority of the smartphone market for the first time. Meanwhile, tablets continued to gain traction, with 52.4 million U.S. tablet owners as of December 2012.

The rapid adoption of smartphones and tablets, and consumers’ increasing use thereof, has resulted in a fragmented digital media landscape where the typical consumer now shares his time across multiple screens.

E-Commerce Gains at Expense of Brick-And-Mortar While Consumers Experiment with M-Commerce

Despite the backdrop of continued economic uncertainty, 2012 was a strong year for retail e-commerce. Throughout the year, growth rates versus the prior year remained in the mid-teens to outpace growth at brick-and-mortar retail by a factor of approximately 4x. Total U.S. retail and travel-related e-commerce reached $289 billion in 2012, up 13 percent from the previous year.

While e-commerce continues to gain share from traditional retail, the first signs of mobile commerce affecting the digital commerce landscape are starting to emerge. In Q4 2012, comScore estimates that m-commerce transactions (from both smartphones and tablets) now represent approximately 11 percent of corresponding e-commerce spending.

Affectiva nabs funding to bring “emotional insight” to online video

Tuesday, August 7th, 2012
Affectiva

Affdex reads facial expressions using a webcam to help understand how people feel. (Graphic: Business Wire)

Are you ready to share not only videos you find interesting, but your emotional reactions to them? You may be able to do just that in the not too distant future. A company that has raised nearly $20 million in venture backing and several National Science Foundation grants is already marketing emotion-reading technologies.

Waltham, MA-based Affectiva has secured $12 million in Series C financing, backed by Hong Kong businessman Li Ka-shing’s Horizons Ventures and Kleiner Perkins Caufield & Byers (KPCB) Digital Growth Fund, with participation from existing investors.

The company’s technologies interest marketers and online video makers because it could sharpen their ability to create emotionally effective videos.

Affectiva, an MIT spin-off founded in 2009 by professor Rosalind W. Picard, Sc.D. and research scientist Rana el Kaliouby, Ph.D., has successfully commercialized emotion technologies, including Affdex, an automated facial coding platform and Q Sensor, a wearable biometric sensor.

Building on its momentum in market research, Affectiva will use the new funds to accelerate Affdex development of emotional insights for all forms of online video content, including advertisements, trailers, TV shows and movies.

Will use built-in webcams on laptops

Using the webcam found on laptops, tablets and smartphones, people will watch Affdex-enabled online videos and easily share their emotional experience with friends, family and content providers.

This accurate, scalable emotional insight will also allow content providers to optimize their content with improved relevance, engagement and viral impact, resulting in more user traffic and increased advertising revenue.

“Our goal is to make Affdex a globally ubiquitous tool that enables people to understand and share their emotional experiences online,” said David Berman, chief executive officer at Affectiva.

“While there is tremendous value for online video publishers to better understand consumer engagement with their content, we want to take this even further, so that consumers can see and share their own personal emotional scores.”

Opportunities for marketers

“Capturing and viewing online video has become mainstream. The ability to effectively measure real-time emotion while consumers are watching video has the potential to improve online engagement and satisfaction for users, in addition to creating opportunities for marketers to more effectively determine what consumers care most about,” said Mary Meeker, a partner at KPCB and Internet-industry expert.

The additional financing will also support the continued development for Q Sensor, already in use by hundreds of leading universities and corporations, to collect data and develop meaningful insights for areas such as sleep, anxiety, and stress.

Affectiva is partnering with a number of leading research and commercial institutions on healthcare applications for clinical and consumer health.

Affectiva previously raised $7.7 million from WPP, Myrian Capital and the Peder Wallenberg Charitable Trust, represented by Lingfield AB.

In addition, the company has also won several National Science Foundation (NSF) Small Business Innovation Research (SBIR) grants to further develop the cloud-based Affdex platform for brand managers seeking to optimize ad performance.

As a part of the financing, Frank Meehan at Horizons Ventures will join Affectiva’s board of directors and Mary Meeker, a partner at KPCB, will join as an Affectiva board observer.

Tablets hit critical mass, especially with older, upper income users

Friday, June 8th, 2012
Apple iPad3s

Apple iPads

Tablets have quickly reached a critical mass in the U.S. with 1 in every 4 smartphone owners using tablets during the three-month average period ending April 2012, according to comScore’s new monthly service, TabLens.

The comScore study found that tablet users were nearly three times more likely to watch video on their device compared to smartphone users, with 1 in every 10 tablet users viewing video content almost daily on their device.

“Tablets are one of the most rapidly adopted consumer technologies in history and are poised to fundamentally disrupt the way people engage with the digital world both on-the-go and perhaps most notably, in the home,” said Mark Donovan, comScore SVP of Mobile.

“It’s not surprising to see that once consumers get their hands on their first tablet, they are using them for any number of media habits including TV viewing.”

Tablets Used by 1 in Every 4 Smartphone Owners as Connected Consumer Becomes a Reality 
In just two years since the launch of the iPad, the first tablet to reach a meaningful market penetration, tablet adoption has exploded fueled by the introduction of new devices that appeal to various price and feature preferences.

In April 2012, 16.5 percent of mobile phone subscribers used a tablet, representing an increase of 11.8 percentage points in the past year.

Growth in market penetration was even more apparent among the smartphone population with nearly 1 in 4 using a tablet device in April, an increase of 13.9 percentage points in the past year. A lower 10.4 percent of feature phone owners use a tablet, suggesting that smartphone ownership is highly predictive of tablet adoption in the current market.

Tablet Users Among Mobile Audiences

3 month avg. ending Apr. 2012 vs. Apr. 2011

Total U.S. Mobile Subscribers (Smartphone & Non-Smartphone), Ages 13+

Source: comScore MobiLens

% of Audience that Uses Tablet
Apr-11 Apr-12 Point
Change
Total Mobile (Feature Phone & Smartphone) 4.7% 16.5% 11.8
Smartphone Only 9.7% 23.6% 13.9
Feature Phone Only 2.3% 10.4% 8.1

Demographic Profile: Tablet Users Skew Older and Toward Upper Income Households 
A demographic analysis of mobile device audiences indicated that tablet and smartphone audiences closely resemble one another in terms of gender composition, with tablet users just slightly more likely to be female than smartphone users.

However, the age composition of audiences showed that tablet users skewed noticeably older than smartphone users. For both devices, the heaviest overall audience concentration was between the ages of 25-44.

Compared to smartphone owners, tablet users were 28 percent more likely to be in the 65 and older age segment, and 27 percent less likely to be age 18-24.

Tablet users also skewed toward upper income households, likely a function of the high price point of these devices still considered a luxury good to many consumers. Nearly 3 in 5 tablet users resided in households with income of $75,000 or greater, compared to 1 in every 2 smartphone users.

That makes sense to us at the TechJournal. The larger screens, convenience and generally intuitive tablet operating systems appeal to older users. But we suspect lower income households may turn to the less expensive tablets such as the Kindle Fire and many other Android models.

Demographic Profile: Tablet* and Smartphone Audience

3 month avg. ending Apr. 2012

Total U.S. Tablet Owners and Smartphone Subscribers, Age 13+

Source: comScore TabLens and comScore MobiLens

% Share of
Tablet
Audience
% Share of
Smartphone
Audience
Index of Tablet
to Smartphone
Audience**
Total Audience 100.0% 100.0% 100
Gender:
     Male 49.2% 51.6% 95
     Female 50.8% 48.4% 105
Age:
     13-17 7.3% 6.5% 112
     18-24 12.3% 16.9% 73
     25-34 24.4% 25.3% 96
     35-44 21.4% 21.2% 101
     45-54 17.8% 15.7% 113
     55-64 10.1% 9.2% 110
     65+ 6.8% 5.3% 128
Household Income:
    <$25k 7.4% 11.7% 63
    $25k to <$50k 17.7% 19.5% 91
    $50k to <$75k 18.9% 19.5% 97
    $75k to <$100k 18.3% 15.9% 115
    $100k+ 37.7% 33.4% 113
*comScore defines a media tablet as a touchscreen tablet device with a slate form factor, a 7 inch or greater screen size and a data connection, but no voice plan. Single purpose eBook reader devices are excluded from this definition.
**Index = % of Tablet Audience/% of Smartphone Audience x 100; Index of 100 indicates average representation

Tablet Audience Nearly 3x as Likely to Watch Video as Smartphone Users
A closer look at content consumption on tablets found that more than half of tablet users watched video and/or TV content on their device in April 2012, compared to just 20 percent of the smartphone audience, with larger screen sizes making tablets more conducive to video consumption than their smaller-screen cousins.

Not only were tablet users more likely to watch video, but they were more likely to view video habitually with 18.9 percent of tablet users watching video content at least once a week, and 9.5 percent watching video nearly every day on their device.

Of those viewing video at least once during the month, 1 in 4 (26.7 percent) paid to watch content, highlighting the tremendous monetization potential this platform represents for content providers.

Video/TV Viewing on Device for Tablet* and Smartphone Audience

3 month avg. ending Apr. 2012

Total U.S. Tablet Owners and Smartphone Subscribers, Age 13+

Source: comScore TabLens and comScore MobiLens

Share of Audience that Watched
Video/TV on Device
% of Tablet
Audience
% of
Smartphone
Audience
Ever in month 53.0% 20.0%
Once to three times throughout the month 24.6% 10.3%
At least once each week 18.9% 6.7%
Almost every day 9.5% 2.9%

A picture is worth 1,000 words, an online video is worth 1.8 million

Tuesday, May 29th, 2012

Way back in January 2009, Dr James McQuivey from Forrester Research said one minute of video was worth 1.8 million words.

Today, as multiple devices such as tablet computers and ultra light laptops and smartphones make watching video ever easier and more accessible, viewing sets records every time comScore or others measure it.

Just how well does web video work? Here are some stats (collected by UK firm, Wyzolw, which ranks as one of the better company names we’ve run across) that should give you the idea:

  • Video in email marketing can increase click-through rates by over 96% (Implix, 2010)
  • Subscribers opting out were reduced by 75% thanks to video content in email marketing (Eloqua, 2010)
  • Video appears in around 70% of the top Google listings (Marketingweek, 2011)
  • People who view product videos are 85% more likely to buy (Comscore, 2010)
  • Stacks & Stacks customers who view video are 144% more likely to add to cart (Internet Retailer, 2011)
  • Shoeline . com saw a 44% increase in conversions after adding product videos (Internet Retailer, 2009)
  • 20% of men cite video as a significant influence on jewellery and watch purchases (Ad-ology, 2008)
  • Dell reported a 5% drop in call volumes after introducing support video content (The Australian, 2010)
  • 59% of senior executives prefer to watch a video rather than read lengthy copy (Forbes Insight, 2010)

Five megatrends driving tech M&A as overall deal volume falls

Tuesday, May 15th, 2012

Ernst & YoungTechnology merger & acquisition activity slowed in the first quarter of 2012, but not as much as in other industries, according to Ernst & Young’s Global technology M&A update: JanuaryMarch 2012 report.

The report says five megatrends – smart mobility, cloud computing, social networking, big data analytics and convergence maintain a positive outlook for tech M&A.

The biggest increases in tech M&A deals, the report says, came from online video technology and SaaS companies. Deal volume was also strong in mobile apps, healthcare IT, advertising/marketing tech, patents, social networking and big data analytics.

Aggregate deal volume fell

Aggregate deal value of global technology mergers and acquisitions (M&A) fell 12% year-on-year (YOY) to US$25.1b in the first quarter of 2012.

This was only half the value decline of M&A in all industries, as ongoing economic uncertainty continues to take its toll on global deal-making.

Private equity (PE) deal values for technology, meanwhile, climbed 171% YOY in 1Q12, despite falling significantly in all industries, according to Ernst & Young’s Global technology M&A update: JanuaryMarch 2012 report.

The total volume of announced 1Q12 deals was 756 (counting both disclosed- and non-disclosed-value deals), up just 1% from 748 in 1Q11.

Growth flattens

Quarterly deal volume appears to have reached a plateau after two years of strong growth in 2009 and 2010 — for the last five quarters the number of deals has ranged from a low of 722 to a high of 756.

Joe Steger, Global Technology Industry Transaction Advisory Services Leader at Ernst & Young, says: “Even though technology M&A activity is down YOY, it’s doing a lot better than M&A in other industries.

“During the first quarter of 2012, the same disruptive megatrends that have been fueling global technology M&A since 2009 are now sustaining technology M&A against the continuing macroeconomic pressures that are holding back other industries.

“And the long-term outlook for technology M&A remains positive because those megatrends represent the driving force of disruptive innovation that is revitalizing and reshaping the technology industry.”

Five megatrends continue to drive technology deal-making

Steger was alluding to five long-term “megatrends” that are generating disruptive innovation in technology and leading to technology-enabled innovation in other industries.

They are smart mobility, cloud computing, social networking, “big data” analytics and a growing sense of “blur” and convergence, as technology sectors come together and the technology industry enters other industries as enabling innovation. In addition, all five megatrends are driving increased information security requirements.

Online video, SaaS deals surge

Though the 1Q12 technology report details many influential deal-driving factors, the biggest increases in transaction volume came from deals targeting online video technology and SaaS companies. These also generated the largest deals of 1Q12 by dollar value.

These were a US$5b transaction targeting technology that can relay video to mobile devices and aUS$2b deal targeting a provider of workforce management SaaS. In China, meanwhile, the country’s largest video website announced a US$1.1b agreement to acquire its chief rival.

At the same time, a multitude of smaller transactions demonstrated that both online video and SaaS deal-driving trends have widespread strength, according to the report.

Similar deal volume strength was seen in mobile applications, health care information technology, advertising/ marketing technologies, patents, social networking and “big data” analytics deals.

Patents, social networking deals change character

Ernst & Young’s Global technology M&A update: JanuaryMarch 2012 report notes that the increasing importance of intellectual property (IP) caused transactions targeting patents to grow in 1Q12.

Social networking transactions also seemed to change in character, as post-IPO companies appeared to focus on acquiring strategic mobile technologies instead of talent acquisitions or geographic expansion, as they previously did.

Ongoing rise of PE changes M&A landscape

Despite a typical fourth-to-first-quarter dip, the report shows that the YOY value of disclosed PE deals soared 171% to US$5.8b, mostly in three big-ticket deals.

This continues a three-year PE growth trend. The 1Q12 report describes how the increasing reliance on technology of companies throughout the economy, combined with the developing maturity of technology companies themselves, is attracting more PE companies to technology transactions.

Increasing PE activity is changing the global technology M&A landscape by increasing the competition for deals and by providing better exit opportunities for corporate divestiture of non-core assets, according to
the report.

Physicians adopting digital faster than expected, tablets are mainstream

Thursday, May 10th, 2012

tabletsPhysicians’ device and digital media adoption are evolving much faster than anticipated, especially when it comes to tablets, according to the new Taking the Pulse® U.S. 2012 study from healthcare market research and advisory firm Manhattan Research.

The study surveyed 3,015 U.S. practicing physicians online in Q1 2012 across more than 25 specialties.

Key findings from the Taking the Pulse U.S. 2012 study include:

  • Tablets, mostly iPads, are mainstream: Physician tablet adoption for professional purposes almost doubled since 2011, reaching 62 percent in 2012, with the iPad being the dominant platform. Furthermore, one-half of tablet-owning physicians have used their device at the point-of-care.
  • More screens, more access: Physicians with three screens (tablets, smartphones and desktops/laptops) spend more time online on each device and go online more often during the workday than physicians with one or two screens.
  • Physician-only social networks stagnant: Adoption of physician-only social networks remained flat between 2011 and 2012. Additionally, the study found that physicians reach out more frequently to and are more influenced by colleagues they formed relationships with at school or at work than peers who they first connected with online.
  • Online video widely used: More than two-thirds of physicians use video to learn and keep up-to-date with clinical information.

“Physicians are evolving in ways we expected – only faster,” said Monique Levy, Vice President of Research at Manhattan Research. “The skyrocketing adoption rates of tablets alone, especially iPads, means healthcare stakeholders should revisit many of their assumptions about reaching and engaging with this audience.”

Brand investment in online video “no longer optional”

Friday, April 6th, 2012

As spending for online video advertising continues to grow, a new survey commissioned by Digitas,a global integrated brand agency, and conducted online by Harris Interactive reveals an increased urgency for brand investment in online video.

The study shows that there is a deepening multi-generational interest in native digital video programming across screens.

Almost half (46%) of online video viewers in the U.S. say that if they are watching a video online that mentions a new product or brand, they would be at least somewhat likely to look that brand up afterwards.

And 49% of those who follow brands on social networks say that if a brand that they follow posts a video online, they are at least somewhat likely to click on the link to watch it and learn more.

“Investing in online video is no longer optional. Consumers are hungry for online content and ready to take this journey with brands.”

“And as the survey results show, today’s viewer is not just passively sitting and watching—they’re sharing, talking, clicking, testing,” says Stephanie Sarofian, managing director of The Third Act:, the brand content unit of Digitas.

“Brand content has become an integral part of any successful marketing strategy. Whether you’re thinking about mobile, social, b2b, or any facet of marketing, content is now at the heart of everything we do. ‘

“There is immense opportunity, right now, for brands to engage consumers through content-marketing across all channels.”

The Multi-Screen Living Room

The survey revealed that more than three in five (63%) of U.S. adults have browsed through online content while watching TV. A deeper look shows that more than one-quarter (27%) have looked at online content that was related to the show that they were watching. On the other hand, 48% say that the online content that they looked at was unrelated to the show they were watching.

The survey also reinforced the importance—and benefit—of creating content that offers value to consumers.

Half of those who watch videos that their friends post online said that if they enjoy watching one, they usually share it with three of their friends or more. Entertainment proved to be a particularly strong value-add, as close to three in five (58%) of those who have a favorite TV show said that if that program posted exclusive videos online, they would go online to check those videos out.

Talent can play an important role as well. More than half (53%) of those who have a favorite celebrity said that if one of them announced that they were starring in or launching an online video or web series, they would check out an episode.

Baby Boomers Are On The Heels of Millennials

  • 51% of online video viewers, ages 18-44, say that if they watch a video online and it mentions a new product or brand, they would look that brand up.
    • But older demographics still display a sizeable interest—more than one out of every three (39%) individuals aged 55+ answered in the affirmative as well.
  • 58% of those who follow brands on social media, ages 18-34, would check out a video posted by a brand that they follow.
    • There is still significant interest across all age brackets, with 45% of those ages 35+ answering in agreement as well.
  • 62% of online video viewers who have a favorite celebrity, ages 18-34, would check out an online video starring that person.
    • Again, users across all age brackets still display significant interest, with the lowest being 42% of people ages 55+.
  • 69% of online video viewers who also have a favorite TV show, ages 18-34, would be interested in watching exclusive online content from their favorite TV shows.
    • Almost half (47%) of people ages 55+ display interest as well.
  • 71% of U.S. adults ages 18-44 have looked at online content while watching TV.

Gender Plays A Role For Ages 55+

  • Women ages 55+ are more likely to look up a brand after seeing it in a video online than men ages 55+ (44% versus 34%).
  • Women ages 55+ are significantly more likely than men to look at unrelated online content while watching TV (47% versus 32%).

Only one day left to grab the Early Bird rate for Digital Summit

Thursday, March 15th, 2012
Joel Lunenfeld

Joel Ludenfeld, director of global brand strategy for Twitter, is among the more than 75 speakers at the upcoming Digital Summit in Atlanta

Only one day remains to grab the early bird rate at TechMedia’s Digital Summit 2012, slated for May 9-10 at the Cobb Galleria Centre in Atlanta. This year’s event features speakers from Twitter, Mashable, Klout, Pandora, The Onion, Huffington Post, StumbleUpon, and Google, among many others.

The Digital Summit is offering an Early Bird rate until tomorrow, March 16.

More than  50 expert panels and presentations by more than 75 thought leaders will cover topics such as Customer Engagement, SEO, Analytics, Usability & Design, Paid Search, Email Marketing, Ecommerce, Online Video, Facebook & Twitter Marketing and many more.

This year you can also sign up for a pre-conference event that offers a dozen more sessions covering social media from fundamentals to advanced features and usability & design. The 5-hour long workshops are designed to provide take-aways you can put to work as soon as you get back to your office.

TechMedia events sell-out, so it’s always a good idea to register early. Do so by March 16 and get the Early Bird rate of $245.

Digital Summit 2012

From March 17 to April 13, registration will be $295, and after April 14 rises to $345.

Early bird rate for Digital Summit available until March 16

Thursday, March 8th, 2012

TechMedia’s Digital Summit 2012, slated for May 9-10 at the Cobb Galleria Centre in Atlanta, is offering an Early Bird rate until March 16.

Digital Summit 2012More than  50 expert panels and presentations by thought leaders will cover topics such as Customer Engagement, SEO, Analytics, Usability & Design, Paid Search, Email Marketing, Ecommerce, Online Video, Facebook & Twitter Marketing and many more.

This year you can also sign up for a pre-conference event that offers a dozen more sessions covering social media from fundamentals to advanced features and usability & design. The 5-hour long workshops are designed to provide take-aways you can put to work as soon as you get back to your office.

TechMedia events sell-out, so it’s always a good idea to register early. Do so by March 16 and get the Early Bird rate of $245.

From March 17 to April 13, registration will be $295, and after April 14 rises to $345.

Key trends in the digital future: Facebook led social media, video rising, Bing gains

Friday, February 10th, 2012

FacebookFacebook-led social media are redefining communication, Bing is gaining ground in search, brand dollars are shifting to online, the video boom, and rise of the smartphone and tablet markets are among the trends examined in digital measurement firm comScore’s new 2012 U.S. Digital Future in Focus report.

“2012 promises to be an exciting year for the digital media industry as the explosion of available content and proliferation of web-enabled devices drive the evolution of the digital consumer, creating new opportunities and challenges for the entire digital ecosystem,” said Linda Abraham, comScore CMO and EVP of Global Product Development.

“In order to be successful in this new paradigm, digital marketers must understand the key trends shaping the current marketplace and what that means for the future of their businesses.”

 

Key insights from the 2012 U.S. Digital Future in Focus include:

Facebook-Led Social Media Market is Redefining Communication in the Digital and Physical Worlds

  • Social Networking accounted for 16.6 percent of all online minutes at the end of 2011 and is on track to surpass Portals as the most engaging online activity in 2012. Facebook continues to lead as the driving force behind this shift in consumer behavior, accounting for the largest share of online minutes across the entire web in 2011.

Bing Gains Ground in Search

  • BingAlthough Google maintains a strong lead in the U.S. search market, one of the most notable stories in search in 2011 was Bing’s positive growth trajectory. Bing closed out the year by surpassing Yahoo! for the #2 position among core search engines for the first time in its history, bolstered in part by its social search partnership with Facebook implemented in early 2011.

Online Video Boom Signals Sea Change in Video Ecosystem

  • Online videoOnline video viewing witnessed impressive gains across a variety of measures in 2011, signaling a behavioral shift in how Americans are consuming video content. More than 100 million Americans watched online video content on an average day to close out 2011, representing a 43-percent increase versus year ago.

Digital Advertising Enters Era of Increased Accountability as Brand Dollars Continue to Shift Online

  • A staggering 4.8 trillion display ad impressions were delivered across the U.S. web in 2011 as brand advertisers continued to shift dollars to the digital medium. This shift in ad dollars has magnified the need for greater transparency and accountability in ad delivery across the digital advertising ecosystem.

Smartphone and Tablets Fuel the Rise of the Digital Omnivore

  • The rise of smartphones and tablets has drastically altered consumers’ digital media consumption. In 2011, the majority of all mobile phone owners consumed mobile media on their device, marking an important milestone in the evolution of mobile from primarily a communication device to also a content consumption tool. At the end of the year, more than 8 percent of all digital traffic was consumed beyond the ‘classic web’ via devices such as smartphones and tablets.

E-Commerce is Back and Better Than Ever

  • Despite the backdrop of continued economic uncertainty, 2011 was a strong year for retail e-commerce. Throughout the year, growth rates versus the prior year remained in double-digits to significantly outpace growth at brick-and-mortar retail. Total U.S. retail and travel-related e-commerce reached $256 billion in 2011, up 12 percent from 2010.

To download a complimentary copy of 2012 U.S. Digital Future in Focus report, please visit:http://www.comscore.com/2012USDigitalFutureinFocus

Mobile broadband usage is set to explode (infographic)

Thursday, September 22nd, 2011

Nokia Siemen’s Network points out that mobile broadband usage is “set to explode. The company created an infographic to illustrate by just how much. It shows that mobile broadband” will go from 15 MB per user today to 1 GB by 2020. That’s the equivalent of 1000 e-books or 4000 Facebook photos or 50,000 emails.

By 2015, voice calling will shrink to just 0.4 % of our usage.  While video will skyrocket to nearly 65%. As a result, mobile broadband traffic will increase by 2600%.

broadband Infographic

Register for Digital Summit by Friday for best rate, free business best seller

Tuesday, April 12th, 2011

Digital SummitEven with tax day being slightly extended this year, April 15 is still the most dreaded day of the year.  But you can feel better by getting the best rate for Digital Summit 2011 in Atlanta.

In addition to the best available rate, register by Friday and receive a copy of the New York Times bestseller “The Thank You Economy,” by Keynote Speaker Gary Vaynerchuk. Thank You Economy book

The conference on May 16-17th brings together hundreds of marketers, internet execs and entrepreneurs at Atlanta’s premier digital event with Industry Experts sharing insights on top level trends and best practices, micro-topic actionable strategies, hot early-stage companies, plus hours of networking with peers and thought leaders.

Making sense of Website Analytics?  Understanding SEO and Search?  Finding ROI on Social Media initiatives?  Figuring out where your marketing dollars are best spent? Digital Summit 2011 brings you relief with sessions targeted to give you answers and strategies ready to implement when you return to the office:

Social Media Marketing;
Trends in Ecommerce
Social Media Trends
Online Advertising Analytics and Measurement
Cloud Computing
Search Marketing
Mobile Marketing
Reputation Management
Advanced SEO
Ad Words
Social Media ROI
Advanced Analytics
Online Video
Usability & Design
Email Marketing
Demo Showcase
Venture Capital Viewpoint
Internet Entrepreneurship

Register before April 15th and pay only $245 and receive a copy of The Thank You Economy with your paid registration.

MailVu makes video email easy, business apps on the way

Tuesday, December 7th, 2010

By Allan Maurer

Alan Fitzpatrick

Alan Fitzpatrick

CHARLOTTE, NC – For a time, the video telephone – a staple of science fiction from the pulp magazines of the 1920s to Kubrick’s “2001,” and beyond, were, along with flying cars, one of those sci-fi predictions that just didn’t happen. Now, with smartphones, PCs, and a host of other devices capable of both video and telecom along with the broadband service supporting them, that may be changing.

Alan Fitzpatrick decided to take the entrepreneurial plunge last year to form his start-up MailVu because he saw the much-hyped online and tele-video era actually coming into being as Internet infrastructure caught up with those picture-phone dreams of sci-fi.

A 22-year veteran of the telecom industry, Fitzpatrick notes, “The technology and idea has been around for years, but the infrastructure is available now for anyone to use video anywhere.”

His MailVu service, launched this year, features an easy-to-use interface that lets people record a video message of up to 10 minutes and send to anyone on virtually any device. “It’s the quickest, easiest and fastest way to send private video messages,” he says.

Fitzpatrick, CEO, and his co-founder Addy Kapur, both veterans of ACN, launched MailVu earlier this year, self-funding it. The current consumer-facing free service is partly a way to attract users and provide value, “Then monetize it when you have traction.”

The economics of creating an Internet start-up are so different from the boom years when it took millions to open a company’s doors that many entrepreneurs are following similar models. They launch with an initial product, create a user base and technology then roll out products they sell.

MailVu is no different. Fitzpatrick says it has just started selling business plans, mostly to customers who asked for a version of the company’s technology they could brand or modify for business purposes. “It’s nice when customers come to us,” he says.

MailVu was a demo company at the recent Internet Summit in Raleigh, where he says “We were pleased with the reception we got.”

Next year, Fitzpatrick says, MailVu will seek a $500,000 seed funding. “That should take us to profitability,” he says.

That’s different from the Internet boom years, too. The first Internet firm I worked for, dbusiness.com, spent $17 million in two years and still folded up when the bubble burst.

Fitzpatrick is enthusiastic about the potential for the potential of digital video. “Companies like Skype have really made the market with 500 million users worldwide and 40 percent using video. A Cisco study said online video will increase 34 percent compounded annually through 2014.

“We saw what the market was doing while at ACN and decided, ‘Let’s get into this space ourselves,” Fitzpatrick adds.

The MailVU service does have some unique features, such as the ability to recall a video or have it self-destruct after a certain number of views. “We believe there will be a backlash against the public nature of social networking,” says Fitzpatrick. “People will want privacy.”

While there is lots of talk about a new Internet bubble forming, Fitzpatrick says that may be true on the West Coast, where funding criteria are different. Here on the East Coast and the Southeast in particular, he says, “There is a more conservative approach. Here you need a good business model. User growth is great, but you need a solid business behind it to get funded. So maybe Southeast companies will have a longer lifespan because they’re build more on business fundamentals.”

As for MailVu, “What you see now is the tip of the iceberg,” says Fitzpatrick. “We didn’t design this to be a video mail company. That’s just our first product.”

Online video: keep it short, relevant, and social

Wednesday, October 20th, 2010
Kurt Merriweather, Lee Givens

Kurt Merriweather, Lee Givens at Digital East

By Allan Maurer

TYSONS CORNER, VA – If you’re trying to capture an Internet browser’s attention with online video, keep them in the sweet spot in length of from 90 seconds to 3 minutes. So said participants during the online video panel at the Digital East event earlier this week.

Kurt Merriweather, director of business development for the Discovery Channel, added, “Think about how to make your video social and compelling.” He also said to make sure it’s front and center in other marketing materials such as in a email subject line. “You need to push people to your video so they can see it,” he said.

Merriweather also said that the Discovery Channel is looking for alternatives to cable delivery of its programming.

One reason for keeping videos short, in addition to the fact that research shows most people watch those shorter ones, is that they are better suited to mobile viewing.

Panelist Lee Givens, principal product lead for mobile applications at AOL, noted, “Mobile is going to be the wave of the future and 60 percent of all web content will be accessed from mobile devices (which include not only smartphones, but also iPads, netbooks and a variety of coming tablet devices).

iPad users watch 5 times more video

He pointed out that iPads have been the fastest selling device “Ever.” He also warned,  “Don’t get caught up in technical things. You have to focus on a story.”

“People with iPads watch five times more video,” Givens said research shows.”I personally do 20 to 40 percent of my video watching on my iPad.

Moderator Jeff Parsons, director of video operations for the Associated Press, added, “Make sure the video does match the vision of your site. If they don’t like what they see, they probably won’t come back for a while.”

Jeff Rule, managing director of product development & innovation at Hanley Wood, said his firm often “Gets as many views of a tool test video on YouTube as everywhere else combined.”

The panelists agreed that if YouTube suits a video maker’s purposes, it is a good outlet for attracting traffic and can be easily embedded on sites.

Givens said, “We still use YouTube. It’s amazing how flexible it is. If you just want a big audience, use it.”

Parsons added, “There isn’t any negative to having YouTube’s player on your site.” He also noted that video is notoriously hard to monetize right now.

Merriweather said, “The next big wave in video is convergence. Connected TVs are going to become pervasive.”

Tech Media’s next event brings more than 100 top Internet gurus, executives, entrepreneurs and venture capitalists to Raleigh, NC Nov. 17-18 for the Internet Summit.

To contact TJS editor/writer Allan Maurer: Allan at TechJournalSouth dot com.

Metacafe CEO: consolidation coming in the web video space

Tuesday, September 28th, 2010
Erick Hachenburg

Erick Hachenburg, CEO, Metacafe

By Allan Maurer

SAN FRANCISCO – Short video clips focused on entertainment channels – music, movies, TV, video games and sports and a niche model like cable TVs is the way to go in the online video world for Metacafe, says CEO Erick Hatchenburg.

Metacafe is one of the world’s largest video sites, attracting more than 40 million unique viewers each month (comScore Media Metrix).  But it decided several years ago to drop a focus on user generated video and instead specialize in short clips from its entertainment channels.

“Online video is a very competitive space with 800 pound gorillas such as Hulu, YouTube, and others. But it is the future of the Internet,” says Hatchenburg. “But it’s still early in the online video industry. There is still so much to create and build.”

YouTube has pretty much sewn up the post-your-own video and the be-everything-everybody online video space, Hatchenburg says. Other sites, such as Hulu.com, are providing full length TV episode and movies. They’re more like broadcast TV models that try to be everything to all people.

Do one thing well

But the average video on Metacafe is just over 90 seconds from one of its five entertainment verticals, a model more like cable TVs where niche channels offer everything from religion to Sci-Fi.

“We want to do one thing really well,” Hatchenburg says.

“People come to Metacafe looking for an entertainment break in their day,” says the company’s self-description, and that’s what it offers.

“We curate the site. We want to find the freshest, latest, most compelling content to place at the top of the page. But if you can then connect the head of the curve to the longtail, you really have something special. What we’re trying to do is to have you watch three to five great videos every time you come to the site.”

Metacafe hired a team of specialists to program the top of the site, but he notes, “You need the longtail to grow the business.”

Consolidation coming

Metacafe recently beefed up its sports coverage with the recent acquisition of ActionSports, and Hatchenburg expects to see continued consolidation in the web video space. He also expects Metacafe to be a player, buying innovative, creative companies that help it meet its goals.

According to the Wall Street Journal, Highland General invested in a $30 million round of funding in 2007 with Accel Partners, Benchmark Capital, DAG Ventures and Highland Capital Partners. The company raised another $5 million from the same investors in May.

Hatchenburg is one of more than 50 top Internet executives, entrepreneurs, venture capitalists and other participants at the first Digital East event scheduled for Oct. 17 at Tysons Corner, VA.

M&A roundup: Multicast Media Tech sells for $24M, Harbour grabs Fleetgistics

Wednesday, March 24th, 2010

MulticastKitDigitalFamilyLogoATLANTA & ORLANDO – KIT digital inc. has acquired Multicast Media Technologies Inc. in a cash and stock transaction valued at nearly $24 million.

Multicast sells live event broadcasting, online video management, and targeted multimedia services.

The company says that in 2009, about 1,000 groups used its hosted solutions to broadcast 50,000 lives events.

KIT said the acquisition broadens its ability to serve video to mobile devices, browsers and IP enabled TVs.

Harbour Group acquires Fleetistics Holdings Inc.

ORLANDO, FL – Fleetgistics Holdings Inc. has been acquired by the Harbour Group. Financial details were not disclosed.

Fleetgistics is one of the largest providers of same-day logistics services in North America. From its headquarters in Orlando, Fleetgistics serves a nationwide client base across numerous industries, with specialized offerings for long term care pharmacies, medical laboratories, and automotive aftermarket parts retailers and distributors.

Harbour Group is a privately owned company based in St. Louis, Missouri. Harbour Group and its operating companies are engaged in manufacturing, distribution, and specialty services in multiple industries.