Category Archives: Demand TV

The Year of Addressable TV Advertising

dean-black-arrowWired Magazine mentioned it first; 2014 will be the year of addressable TV advertising.

Trials of addressable ads are already taking place in the US. Pay-per-view cable channel Starz, working with cable operator DirecTV, has been using data about which subscribers use video-on-demand, to pitch ads for its shows. More importantly, it also uses the data to avoid streaming ads to existing Starz subscribers, to prevent preaching to the converted. The result is a 49 per cent jump in sales, compared to a control group, from households shown the targeted ads. HBO has been using a similar system to promote Game of Thrones.

Wired Magazine also just predicted that Facebook will own all mobile advertising, Why? How? Because they own a social network and have a wealth of data on consumer preferences and a predictive analytics team that can match ads with what consumers are most likely to click on.

Google and other outfits operate similar mobile ad networks, but Facebook is unique in its ability to target ads based on user demographics, interests, location, and activities involving everything from internet searches to online shopping. That’s the benefit of running a social network.

In this new ecosystem of advertising, its not enough just to own a vast source of data about consumer preferences, the other half of the equation, understanding the myriad of nuances for how best to utilize that data and serve up the best ad, is equally if not more important.

Take for example, the famous case of Target retail stores, who predicted a woman’s pregnancy before she knew it herself. This New York Times Article is one of the best stories out there at describing the trials and tribulations of addressable advertising, and just how Target retail stores, and their big data analytics team has discovered many of the secrets towards deploying effective advertising.

As Pole’s computers crawled through the data, he was able to identify about 25 products that, when analyzed together, allowed him to assign each shopper a “pregnancy prediction” score. More important, he could also estimate her due date to within a small window, so Target could send coupons timed to very specific stages of her pregnancy.

We are at the forefront of a whole new industry; Big Data, or more precisely, “Information Science”. Addressable TV advertising is just one niche of the big data revolution. Harvard Magazine does an excellent job of covering Big Data and how it will shape the future for most industries.

In marketing, familiar uses of big data include “recommendation engines” like those used by companies such as Netflix and Amazon to make purchase suggestions based on the prior interests of one customer as compared to millions of others.

But as of today, most advertising dollars continues to be spent on commercials for the big screen TV at home, and increasingly on ads for the second screen; including mobile phones, tablets, and other connected devices. And with this shift, there is a growing need to provide targeted ads for OTT and VOD content.

A recent deal has been struck between BlackArrow, a leading Dynamic Ad Insertion technology company, and Nielson, the leading television research, analytics and ratings firm, to begin offering on-demand commercial ratings (ODCR).

That’s where BlackArrow comes into play. By allowing the operator to switch out ads in VOD content on the fly, BlackArrow makes every older streaming episode an environment for the same ads that are now airing in CBS’ live broadcasts. As Nielsen’s ODCR scheme is designed to measure VOD deliveries that occur beyond the three-day window, those once-neglected views are now just as valuable as live ratings.

This Newsweek article provides excellent coverage about the BlackArrow Nielsen ODCR partnership and what it means for TV operators and consumers.

The Nielsen-BlackArrow pact comes as the networks increasingly look for ways to help wean viewers off the DVR, which makes commercial-skipping as easy as holding down a button while staring off into space. A far more advertiser-friendly service, VOD promises to add incremental value to linear TV buys. At the same time, viewers needn’t worry about running out of memory or forgetting to record a favorite show.

BlackArrow CEO Dean Denhart discusses this new landscape of addressable TV advertising with Fox News at the LA Cable TV Show.

Television advertising will perhaps reign supreme for quite some time, with relevant addressable targeted TV advertising coming to the forefront as one of the most sought-after technologies for both live as well as pre-recorded TV content. This is indeed the year of addressable TV advertising.

List of Netflix Movies and Shows Purged 2014

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Netflix has announced a whole lot of movies and TV shows that will be discontinued from their service starting January 2014. Here is the complete list:

TV Shows

Expiring Jan. 1, 2014

  • Dark Shadows

(original from late 1960s)

  • Saturday Night Live The 2000s
  • Mr Bean
  • The Kids In The Hall
  • Perfect 10 Model Boxing

(Volume 1)

 

Movies

Expiring Dec. 29, 2013

  • Transformers Dark Of The Moon

Expiring Jan. 4, 2014

  • Alice In Wonderland

(1951 Disney)

  • Immortals
  • Dynamite Warrior

 

Jan. 1, 2014

  • The Rundown
  • Brick
  • Being John Malkovich
  • Back To School
  • Battle Of Britain
  • Born On the Fourth Of July
  • Braveheart
  • Body Of Evidence
  • Breakin’ 2: Electric Boogaloo
  • Man On The Moon
  • Lionheart
  • 1492 Conquest Of Paradise
  • Killer Klowns From Outer Space
  • Eternal Sunshine Of The Spotless Mind
  • FX
  • Do The Right Thing
  • Desperado
  • Up In Smoke
  • Can’t Hardly Wait
  • Capote
  • Biloxi Blues
  • Seed Of Chucky
  • Jarhead
  • As Good As It Gets
  • In The Name Of The Father
  • Inside Deep Throat

(documentary)

  • I’m Gonna Get You Sucka
  • In Like Flint
  • Hard Target
  • Foxy Brown
  • Frankenstein And The Monster From Hell
  • Gallipoli
  • Half Baked
  • Flashdance
  • 50 First Dates
  • For The Love Of The Game
  • The Best Little Whorehouse In Texas
  • The Bad News Bears
  • The Russia House
  • The Secret Of Nimh
  • Revenge OF The Ninja
  • Roman Holiday
  • Rob Roy
  • Jay And Silent Bob Strike Back
  • Remo Williams
  • Requiem For A Dream
  • Quigley Down Under
  • Pumpkinhead
  • Platoon
  • Once Upon A Time In Mexico
  • October Sky
  • Mystery Men
  • The Skulls
  • Titanic
  • Ronin
  • Romeo And Juliet

(1968)

  • Tales From The Crypt: Bordello Of Blood
  • Tales From The Crypt: Demon Knight
  • The Woman In Red
  • Top Gun
  • Street Fighter
  • TNT Jackson
  • Serpico
  • Seed Of Chucky
  • Scary Movie
  • Running Scared
  • Troll II
  • True Grit

(1969)

  • War And Peace
  • Talk Radio
  • War Games
  • We Were Soldiers
  • What Dreams May Come
  • Windtalkers
  • World Trade Center
  • The Private Life Of Sherlock Holmes
  • The Odd Couple

(1968)

  • The Mask Of Zorro
  • The Great Train Robbery
  • The Faculty
  • The Dream Team
  • Best Of Times
  • Stop! Or My Mom Will Shoot
  • Species

Source: http://mashable.com/2013/12/28/netflix-purge-january-1/?utm_cid=mash-com-fb-main-link

Comcast Xfinity X2 Set-Top Box

comcast-x2Comcast is innovating. Their new software platform running on the Xfinity X2 next-generation set-top box has had over 1200 updates within the last 12 months. and their messaging is similar to that of Right Brain Interface; Fast, Smart, Easy, Personalized. According to Brian Roberts:

“As we look around the cloud/web ecosystem, the Winners are companies who can integrate across all devices, across all platforms, with a common interface, and they make it easy and fun to use.”

Here is a comprehensive video overview of Comcast new Xfinity X2:

2014 TV Industry Key Driving Forces

key-forcesResearch from Deloitte indicates that new players in the TV industry can adapt with the changes in order to obtain compelling new business growth. And there are five key forces they have identified, which will be responsible for driving most of the growth in 2014. The five factors are as follows:

1.) Big Data – Big data not only means ability to capture, record and playback content in the cloud, but also the ability to be more specific in targeting advertising, as data about a users likes, favourite TV shows, recommended shows, and demographics allows for more sophisticated and intelligently targeted unicast based advertising.

2.) Second Screen – Tablets, Smart Phones and Laptops with ever increasing video quality capabilities are driving the growth of multi-screen. Most interesting aspect of the Second Screen phenomena is that it is actually driving growth of TV advertising revenue.

The firm adds that advertisers have also benefited from second screens, as  consumers can quickly find the product or service being offered on their handheld device, meaning they can get more information. This, suggests Deloitte, has increased the value of television advertising that was once looking like it  was losing out to Internet advertising.

3.) Spectrum allocation changes in Europe - Compared to other regions of the world, Europe has the least amount of UHF Spectrum allocated to RFID, which limits the amoun of Free to Air Television Channel Frequencies that are available. But seems to be changing now, allowing for many new UHF channels to be broadcasted.

4.) The commercialisation of UltraHD/4KTV – Technicolor has teamed up with Portrait Displays to create a colour certification process designed to guarantee the colour quality on any computer or mobile device display, and has awarded the first 4KTV Image Certification to Marseille Networks for its system on chip to deliver content on 4K televisions.

5.) The emergence of the connected TV receiver – IPTV is not the only driver here, cloud DVR’s such as bhaalu, also have a set top box TV receiver connected to the internet. Bhaalu is takes it one step further, as it is pioneering a Collaborative Cloud-based DVR.

Bhaalu is perfectly positioned to take advantage of all five of these emerging television growth trends in 2014.

Read more at:  Big data, second screen, spectrum, UltraHD, connected TV key drivers of 2014 TV industry | Rapid TV News.

VOD Versus DVR Industry Discussion

black-arrow-AdWeek-panel-2As the Fall TV season kicks off, several TV industry insiders provide a round-table discussion concerning how the TV landscape has changed over the past year. The event was hosted by MLB Advanced Media. Here are some highlights:

  • Video On Demand is in 60% of households and viewership has grown 40% in the past year.
  • Binge Viewing is an absolute phenomena, we have entered the golden age of serialized dramas.
  • DVR versus VOD: This topic was a big focus of the video. VOD is the preferred technology for monetizing, DVR gives viewers control over the box, which makes it harder to monetize. DVR puts immense pressure on the eco-system, because consumers are capable of zapping through advertising. Healthy advertising revenue stream is a critical component. The way to achieve is through robust on-demand offering.
  • Multiscreen is also changing the landscape, viewers want to consumer their TV content through mobile devices at any location, at any time convenient with their schedule. Video on demand and DVR technology offers that.
  • VOD has been around for a decade, but TV Everywhere is the shiny new toy getting all the attention.

For more perspective visit this article at the Black Arrow website, and/or watch the full video below.

Demand TV Growth Driven by Asia Pacific

The Asia Pacific region is driving growth in on-demand TV. Based on the forecasts of 97 countries, on-demand TV revenues from movies and TV programs (excluding sports, adult, SVOD packages, online TV and OTT) will reach $6.0 billion in 2018, up by 44% from $4.2 billion in 2012.

On-demand TV generated just 2.3% of the $184 billion total pay TV revenues in 2012. However, the on-demand proportion will grow to 2.9% of the $203 billion total in 2018. Growth in on-demand TV revenues in some mature markets will not be enough to compensate for falling subscription revenues. The US accounted for 37% of global on-demand TV revenues in 2012, but this proportion will fall to 30% by 2018 – despite its revenues climbing by 16%.on-demand-tv-growth

View the full report on Demand TV Growth in the Asia Pacific region provided by Digital TV Research.