The WiR: ITV Strikes Deal with RadiumOne, Brands Bring Programmatic In-House and Viewers Prefer Single TV App


In this week’s Week in Review: brands look to bring programmatic video in-house, ITV and RadiumOne agree a deal and viewers express preference for single TV app. To receive weekly summary of industry news and other VAN interviews and videos, sign up to the weekly Video Round-Up.

ITV Strikes Programmatic Deal With RadiumOne
Programmatic ad platform, RadiumOne, has struck a deal with ITV Commercial. The deal brings Ad Sync+, an ITV product which will link ITV’s content to RadiumOne’s viewer capability in order for brands to effectively target specific demographics.

AOL Say Brands are Looking To Bring Programmatic In-House
Most brands are bringing their programmatic video trading in-house, an AOL report on the state of the European Video Marketplace has found that just under a half of the brands surveyed said they had moved some of their programmatic video buying capabilities in-house, with another 47 per cent of brands saying they plan to do so in the next 12 months. The report also found that 98 per cent of European markets surveyed are purchasing video programmatically, and approximately 40 per cent of their total video budgets are being channelled this way.

Programmatic

86 Per Cent of Viewers Prefer Single TV App
TV viewers want a single TV app for their video viewing, according to Altman Vilandrie & Company’s sixth annual survey on consumer video habits. Nearly nine out of ten US pay-TV subscribers would prefer a single app for their TV, and 70 per cent of consumers have not downloaded any network or cable channel apps.

Majority of Impressions for Series Programs Driven by Tweets
Tweets sent during live airings of TV shows also impact viewers watching in a time shifted setting, a study from Nielsen Social has revealed. More than half (57 per cent) of weekly impressions come from users seeing Tweets related to live airings, and for dramas and reality shows there are more live impressions than average.

TV Still Dominates Millennials’ Media Lives
TV is still continuing to dominate the media lives of millennials, as a study from the Platform for European Promotion of TV (PEPPTV) has found that, in the USA, 18-24s watch an average of 2 hours, 33 minutes of TV a day, 25-34s watch an average of 3 hours, 50 minutes a day. 

Children Choose YouTube Over TV
For the first time, children aged 12-15 who watch TV have said they prefer viewing YouTube videos over watching TV, according to Ofcom’s ‘Children and Parents: Media Use and Attitudes Report’. The report found that 29 per cent of children in this age group who watch both types of content said they prefer YouTube, compared to 25 per cent who opted for television.

BT Predicted To Acquire ITV By 2018
Telecommunications company BT is set to buy ITV by 2018, the CCS Insight’s 2016 Predictions Report has forecast. CCS has also speculated that Google will launch a mobile service in a leading European market by 2017.

SpotX Introduces ‘Curated Marketplaces’
Online video advertising platform, SpotX, has announced that it has introduced ‘Curated Marketplaces’, a variation of private marketplaces specifically built to cater to advertiser needs and help publishers scale private deals. This marketplace type joins the other programmatic buying models that SpotX provides.

Sky Delivers First Virtual Reality Report
Sky Media, in collaboration with Jaunt Inc., has aired its first VR report called Migrants Crisis – The Whole Picture. Sky News said that the report would bring viewers: “to the front line of Europe’s migration crisis in Greece enabling them to see for themselves what is happening there”. Jaunt is a virtual reality company in which Sky is an investor, along with Disney and ProSiebenSat.1.

Twitter Updates For Full-Screen Video In-App
Twitter has updated its app in order to allow users to be able to watch ads, sports highlights, GIFs and news clips in full-screen mode. Facebook already offers this kind of feature on its ‘Newsfeed’, and Twitter has expressed an interest in making the site more engaging through developing more ways to showcase pictures and videos. Twitter said that video support is now live on iOS, and will be “coming shortly for Android”.

TubeMogul Releases UK-Specific Viewability White Paper
Software platform for digital video advertising, TubeMogul, have released a white paper on the state of video viewability. The white paper examines everything from the basic definition of viewability to the key challenges faced when measuring viewability rates.

91 Million Expected to Buy Tech on ‘Black Friday’
91m consumers in the U.S are expected to purchase technology, or tech accessories during Black Friday week, according to data from Consumer Technology Association (CTA), formerly the Consumer Electronics Association (CEA).

Middle-Aged More Tech Obsessed Than Young
41 per cent of baby boomers, aged 50-64, said that they spent meal-times technology-free, whilst 46 per cent of 15-20 year olds said the same, new data from Nielsen’s ‘Global Generational Lifestyles Report’ has shown. The report examined the relationship between age and technology usage during meal times.

Mobility and Virtual Reality Are Top Ongoing Trends for 2016
There will be a slow movement away from websites, as they are not a “primary marketing channel” anymore, the Hotwire ‘Communication Trends for 2016 report’ has predicted. The report notes that virtual reality will continue to play a bigger role in communication and advertising and marketers must begin to understand its impact.

Screen Entertainment Guide Revealed
The British Video Association and the Industry Trust for IP Awareness have collaborated to launch The Guide to Screen Entertainment. The online guide is designed to equip consumers with the knowledge they need to navigate new and emerging entertainment formats.

Mediaset Secures Fresh Piracy Ruling
Italian broadcaster, Mediaset, has secured a ruling in court in Milan ordering that “a major supplier” of internet services to prevent its customers accessing a website, it.rojadirecta.eu, that it has identified as one of the major sources of piracy for its content. The “major supplier” will be forced to remove references to Rojadirecta sites regardless of the country in which they are registered, with a fine per day if it fails to comply.

Yahoo Mail Blocks Ad-Blockers
According to a post from Adblock Plus’ message boards, Yahoo Mail are locking out people who use ad-blockers.

Co-Viewing Improves Impressions
Co-viewing among two or more viewers accounted for more than one-quarter, or 27 per cent, of all viewing on a Roku device, a Nielsen study has found. The study comes after the announcement that Roku would work with Nielsen to enable them to measure video advertising delivered to Roku products. The percentage of co-viewing is even higher among different genres of content.

Technicolour Completes Cisco Acquisition
Technology company, Technicolour, has announced that it has completed its acquisition of Cisco Connected Devices. As part of the deal, Technicolor and Cisco have also struck up a “strategic collaboration agreement” in which they will develop next-gen video and broadband technologies.

Television Still Watched For Many Reasons
Consumers still watch television for many reasons, and can be expected to keep watching for many years to come, a report from Sony Professional Solutions Europe has concluded. ‘Why We Watch Television’ suggests that new ways of watching should be viewed as an opportunity more than a threat. If anything, overall video viewing is likely to increase.

30 Per Cent of Millennial’s Viewing is Live
Millennials only watch live TV 30 per cent of the time, with an additional 30 per cent of their time spent viewing programmes via OTT, VoD beyond 3 and DVR platforms beyond 7, according to new data from Symphony Advanced Media (SymphonyAM).

£40 Million Edge Fund For Creative Industries
Creative Industries investor, Edge Investments, has raised a new £40m fund with the support of the UK Government to invest in high growth companies in the creative industries. Edge Creative Enterprise Fund’s purpose is to nurture and assist creative businesses to grow.

Over Half of Americans Use Netflix
51 Per cent of American internet users say they use SVoD site Netflix to watch movies or TV shows over the past year, a survey from RBC Capital Markets has found.

45 Per Cent of Western Homes Have Smart TV
Approximately 9 per cent of Western European broadband households own at least one smart home device, with 45 per cent owning a Smart TV, according to the ‘Connected Consumer in Europe’ report from Parks Associates. The report also found that 57 per cent owning at least one Internet-connected CE device.

Vision247 Announces Anti-Piracy VOD Platform
Media content distribution company, Vision247, has announced the launch of a bespoke video-on-demand platform that enables content distributors to share and stream media assets with partners and clients around the world securely and without the risk of piracy.

Large Area Display Shipments to Fall
Shipments of large area display units are set to decline year-on-year by 5 per cent, reaching 682 million units in 2015, new data from IHS has predicted. However, large area thin-film transistor (TFT) liquid crystal display (LCD) shipment are expected to increase by 5 per cent this year.

Teads and Secret Media Partner To Unlock Native Video Ads
In a bid to unlock ad-blocked native video ads, Teads TV and Secret Media have created a global partnership. The anti-ad-blocking capability will be deployed on Teads’ global network of publishers, including Forbes, Condé Nast, The Telegraph, The Guardian and Le Monde.

Ads Should be Tailored Across Devices
Short adverts and cross-device tailored native video advertising is key to success, according to Yahoo’s latest study into the mobile video landscape, mobile advertising preferences, and the effectiveness of cross-device ads.

TiVo Experiences Strongest Subscriber Growth in Ten Years
With the release of its Q3 results, TiVo has announced its strongest subscriber growth in ten years. The results reported an addition of 418,000 MSO subscriptions for the TiVo traditional offering, up 24 per cent year-over-year.

Ooyala Unbundles Video Analytics Solution
Analytics company, Ooyala, has announced that it has released an unbundled edition of its Ooyala IQ analytics product. Ooyala IQ can now be used to measure content performance and audience engagement alongside other video players.

Rob Garber Joins Undertone
Rob Garber, formally head of sales at ESPN, has been appointed as digital advertising company, Undertone’s, Managing Director for Europe, the Middle East and Africa.

 

Ad of the Week: Happy Accidents, Samsung, Fold7

A cute video from Samsung about the lengths some people will go to in order to get their hands on a new TV.


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