Analysis for 'Visible Measures'

  • Nike's World Cup Campaigns Cap Record Quarter for Branded Videos

    Late last week, Visible Measures released its quarterly Branded Video Report for Q2 '14, finding that branded videos were watched 2.8 billion times, an increase of over 50% vs. Q2 '13. The big driver of the record quarterly views was the World Cup, with videos related to it accounting for 19%, or almost 555 million of the views.

    Nike was by far the biggest winner of World Cup related branded videos, with nearly 259 million True Reach views during the quarter, 84% of which were from its eight World Cup videos. Nike wasn't even an official World Cup sponsor, but its videos received 2.5x the 103.7 million views of adidas, which was the official sponsor and landed the brand in 3rd place for the quarter.

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  • Branded Videos Generated 8.3 Billion Views in 2013, Up 44% vs. 2012

    People want to skip ads, right? The conventional wisdom is yes, but it turns out the answer isn't quite so simple. In fact, viewers are seeking out, watching and sharing certain types of advertisers' messages in record numbers. According to Visible Measures 2013 Branded Video report, branded videos (video campaigns advertisers posted online, as opposed to video ads that run in-stream, etc.), generated 8.3 billion views, up 44% vs. 2012.

    There's huge momentum in branded videos: of the 8.3 billion views, 6.5 billion, or 78%, were for campaigns newly launched in 2013. This compares with 3.8 billion views for new campaigns launched in 2012 and 1.7 billion views for campaigns launched in 2011.

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  • 5 Items of Interest for the Week of Sept. 27th

    It's Friday and that means that once again VideoNuze is featuring 5-6 interesting online/mobile video industry stories that we weren't able to cover this week. Have a look at them now, or take them with you for weekend reading!

    Nielsen Unveils New Online Advertising Measurement
    comScore Introduces Digital GRP `Overnights` in AdEffx Campaign Essential
    Dueling initiatives from Nielsen and comScore were announced on Monday, aimed at translating online usage into comparable TV ratings information, including reach, frequency and Gross Ratings Points (GRPs). While online video ad buying is ramping up, the tools to measure viewership in a comprehensive way have been lacking. This is one of the main issues holding back content providers from participating in TV Everywhere. 

    Analyst: Cord-cutting fears overblown
    New research shared this week by BTIG analyst Rich Greenfield concludes that less than 8% of the market is actually interested in cord-cutting. The big impediment: losing access to sports and cable programming, which is unlikely to migrate to free over-the-top alternatives. Greenfield's conclusion is that cord-cutting isn't a major threat to pay-TV operators over the next 3-5 years. Notwithstanding the research, another factor I'd point to that could tip cord-cutting the other way is consumers' belt-tightening. Much as nobody wants to lose access to programming, if the price is perceived as too high, they'll make compromises.

    Why YouTube Viewers Have ADD and How to Stop It
    Abandonment rates for online video have always been a concern, and using new research, Visible Measures CMO Matt Cutler now quantifies the behavior. Expect 20% of the audience to drop out within 10 seconds of hitting play, 33% by the 30 second mark and 44% by 60 seconds in. Pretty sobering data but incredibly important in thinking about content creation and monetization.
     

    Networks Have Sharing Issues With Hulu
    Hulu's New Hoop
    On the one hand, Hulu's network partners, ABC, NBC and Fox are reportedly pulling back ad inventory that Hulu is allowed to sell, yet on the other, Hulu is reportedly out aggressively selling ads in Hulu Plus, its subscription service. Meanwhile this week Hulu also announced that Hulu Plus will be accessible on both Roku devices and TiVo Premiere, as it continues chasing Netflix in the subscription game.

    The New Apple TV Reviewed: It`s All About the Video
    Apple TV devices started shipping this week, and reviews began popping up all over the web. This mostly positive review indicates that the user experience is solid, but that content selection is still skimpy. That's no surprise given how few deals Apple has struck to date. Yet to be seen is how Apple TV performs when it can access other iOS apps.
     
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