Category Archives: TV Everywhere

YuMe Online Video Advertising

yume_logo_484 (1)Online news source Video Ad News recently conducted an interview with Ed Haslem, senior vice president of marketing at YuMe, an online video advertising firm.  The purpose of the interview was to discuss the release of YuMe’s Household Targeting ad service.

Haslem explained briefly what the service provides:

“In a nutshell, Household Targeting delivers 100% in-stream, interactive video ads to all screens in a household – smartphone, tablet, CTV, PC. By utilizing our Connected Audience Network these ads will reach more than 147M video viewers per month, in the United States.”

How does the service work? It uses complicated “heuristic algorithms,” as Haslem calls them, along with other processes that normal humans like myself could not possibly understand.  The main point is that the service looks to close the gap that exists between online video and TV advertising, insofar as household exposure.   Online ads, unlike those on TV, are usually only seen by a single family member at a time, giving TV ads a marked advantage.

Haslem said brands that would likely use YuMe’s service are those that already use TV ads heavily: cars, movies, restaurants, travel, etc.  Because these brands routinely include an entire household in the decision process (unlike, say, buying a set of golf clubs for Dad), adding online ads with family-wide exposure makes perfect sense.

YuMe plans to go public soon, as it filed for a US$65 million (S$82 million) initial public offering earlier this month, which was higher than expected (possibly due to this new service).  The company posted US$123 million (S$156 million) in sales for the 2012 fiscal year.

See full interview at

Monetizing TV Everywhere


It’s been a tough road for TV networks trying to combat VOD providers for viewers, especially in the networks’ efforts to popularize TV Everywhere while also making money on it.  What is the key to unlocking that seemingly un-openable safe? Discovery Communications says the solution is in two simple words: “Pay up.”

The company that owns the Discovery Channel, Animal Planet and TLC (home to Mythbusters, River Monsters, and Here Comes Honey Boo Boo, respectively) says that charging money for TV Everywhere in addition to a pay TV subscription is the enlightened path to monetizing a sputtering business venture.

Will this idea put life into TV Everywhere, and, most importantly, will it hold up in the long run?  The numbers say it won’t, as market research firm GfK says 20% of US households now use OTA broadcasts in lieu of pay TV.  That number increases to 28% for households where the head of the family is aged 35 or younger.

According to Jim O’Neill, Discovery Communications shouldn’t expect their business plan to work to perfection:

“[The aforementioned] trends, and the fact that…cable operators—and pay-TV providers as a whole—have lost millions of subscribers in the past three years, should indicate that Discovery Communications may be in for more than a little consumer push back.”

The main point is: watch out, Discovery – you’re in for a bumpy ride.

Full article at

Live Streaming for TV Networks


The recent rise in cord-cutting and getting over-the-air broadcasts has brought to the attention of most the need for regular TV broadcasters to come up with a way to keep up with the trend.  They need to provide people with a viewing outlet that can rival the convenience of VOD platforms while also giving them the content that they’re used to.

Some providers have tried to directly combat VOD with TV Everywhere, but their efforts thus far have proven weak at best, and it has been available only to the networks’ paying subscribers.

Mike Salmi thinks that the industry should go straight to online broadcasting:

“Rather than fighting cord-cutting and unbundling and making a weak effort with TV Everywhere, the top brass should be looking at putting their full broadcast TV channels online – with no restrictions…the broadcast channels are missing a unique chance to use their live channels on the internet to take their business to the next level.”

Perhaps free, live online streaming would be the best way to propel TV networks into the internet TV viewing market.  It would provide a more direct interface for viewers to interact with each other via social media (how convenient would it be if the evening news broadcast had a Facebook or Twitter link attached to it?).  Online viewing would also provide networks with live data about viewership, allowing them to react with their broadcasts in real time instead of waiting until the next day.

Finally, live online streaming would give TV networks an immensely larger viewing audience, and would allow them to cultivate more options for distributing all of their content – not just the primetime stuff.  They would have more control over their advertising, and could possibly provide premium subscriptions to get rid of ads all together.  The business options that this model would give networks are seemingly endless – let’s see if they take advantage of the opportunity.

Full article at

Live TV versus VOD Statistics

live-tv-agesA recent study by ThinkBox shows that Live TV still satisfies most viewers needs. VOD caters more towards viewers who want private and personalized TV. The study found that there are predominately 6 reasons why users watch TV, they are as follows: unwind, comfort, connect, experience, escape, indulge.

“All respondents owned a smartphone and 46% owned a tablet and nearly  three-quarters watched VOD content at least once a week. This compares with the  52% of the UK who has ever watched VOD. Yet this pales into the background  compared with live TV which UK viewers watch 90% of the time.

The survey found that the live TV experience satisfies human emotional needs  that on demand viewing alone can’t. By contrast VOD excels at satisfying  personal approaches to TV, specifically indulging and escaping, but was is less  equipped for more social needs such as unwinding and seeking comfort. The survey  found that for 54% of the occasions people watch live TV they are with someone  else compared to 30% for VOD. And for viewers who want to connect and feel like  they are sharing a TV experience with the outside world, then live TV was judged  by far the best way.

TV Everywhere vs. Video On-Demand


We are a point now where on-demand video entertainment and TV everywhere are real players in the digital media market.  Companies such as Netflix and Hulu Plus exemplify why subscription VOD’s allure with their whenever-and-wherever viewing options, provided there is an internet connection.

Gaining momentum in the video market is the new TV everywhere phenomenon, where pay TV subscribers can catch up on shows missed at their normal viewing slots.  Many television providers already offer this feature, with most requiring the purchase of an additional set-top device to enable streaming to users’ mobile devices.

However, some US providers are now offering direct live streaming and, more importantly, downloading capabilities to mobile devices, much to the chagrin of VOD providers like Netflix chief content officer Ted Sarandos:

“Catch-up television is good for the industry. It’s good for the TV industry. It’s good for us because it strengthens the brands of content. But it should be only catch-up television.

Once it gets into full-season stacking of a show, that’s a SVOD right…And that’s a separately monetizable right that we pay a lot of money for.”

As video content delivery services continue to develop and improve, especially those from traditional TV providers, legal battles may ensue over the rights to downloadable content.  It will be interesting what precedents, if any, will be set as the saga continues.

Impact of YouTube’s TrueView for Mobile

youtubeMobile growth on YouTube is soaring. More than ever, people are tuning into YouTube on their smartphones, tablets, laptops and other mobile devices. Often out and about waiting in lines or at the coffee shop with free-time on their hands.

Last year, YouTube launched TrueView, a platform for displaying advertising on both the web and mobile platforms, allowing users to skip the ads they don’t want to watch. This is a win-win situation, as viewers get to skip ads they don’t want to view, which means advertisers only pay for ads that are displayed to an interested audience.

But what about all of the resources and effort YouTube put into developing high-end professionally produced video content in order to compete with Traditional TV? Over $100 million to be exact.

Mark Cuban believes that professionally generated content on YouTube is doomed:

“It also means that professionally generated content is pretty much doomed on YT.  If YT can monetize, particularly on mobile UGC with far higher margins,  why would they pay 55pct of revenue to the channels?… why would YT offer any financial support or incentives to professional content creators ? There just is no reason to. TrueView changed the game.”

Mobile is the new norm for YouTube, with over 40% of all YouTube clip views in the US coming from mobile devices, 25% worldwide. But these numbers are destined to increase since, which certainly will lead towards YouTube re-thinking their professionally paid content strategy.

StarHub Chooses Broadpeak for OTT

starhub-officeStarHub just confirmed a deal with French based BroadPeak to power it’s Over-the-top streaming video services. StarHub launched its TV Anywhere service in July 2012. Furthermore, StarHub also launched a managed IPTV service called ‘StarHub TV on Fibrea few months ago, which is being delivered over the Singapore’s Next Generation Nationwide Broadband Network (NGNBN).

Over-the-top (OTT) content consumption has gained considerable attraction in the past few years, driven by the introduction of new mobile devices and new OTT players.

Lin Shu Fen of StarHub explains:

”Broadpeak solutions now enable us to support HLS adaptive bitrate streaming, ensuring for the first time that we can deliver high-quality video in this popular format to our customers. Broadpeak CDN management and streaming server solutions dramatically improve the quality of our live television services in addition to providing us with the flexibility to support additional applications like VOD without having to make costly changes to our global architecture.”

Referenced from IPTV-News