Video use on Twitter up almost 100% in last two months, says survey

Vine use on Twitter up almost 100% in last two months, says survey

Summary: Vine videos appear to be more popular than ever, according to a survey that looks how frequently they appear on Twitter.

According to a study by video tech firm Unruly, 6-second Vine videos are being posted to Twitter at the rate of 9 per second, which is up from 5 per second two months ago.
The news comes amid talk of a brewing war between Twitter, which owns Vine, and Facebook’s Instagram, which just launched a short video service of its own.
Since launching in January, Vine videos have found a niche with consumers who enjoy sharing videos with their friends, but they’ve also found a place at arts forums like the Tribeca Film Festival (see the Bambi clip below), and have attracted copyright controversy.
The Unruly survey says that Vine now has more than 13 million users, and that the service is popular with advertisers since branded Vines are four times more likely to be shared than video ads.
Despite the hype, not everyone is enamored with the idea of sharing short video on social media. My colleague, Mathew Ingram, for instance, likes Instagram but says he will never take up the video service — in part because it’s difficult to browse on the go.
Finally, Bambi fans, as promised: Here’s Gillian Jacob’s “Origin Story“:
1 day ago
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Marketers Shifting Ad Spend Mix to Digital Media

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These findings align closely with March 2012 results from a DataXu survey, which found about one-third of CMOs saying that more than half of their budgets have shifted from traditional to digital marketing in the past year, with an additional 23% reporting a shift of between 26% and 50% to digital.

44% Allocate At Least Half of Budgets to Social & Digital

As a result of this shift in spending, 44% of marketers report that they are now spending at least half of their budgets on social and digital media. This represents a 42% increase from 31% spending that amount on digital and social media in 2009. This year, just 5% remain digital and social holdouts, allocating none of their marketing budgets to these channels.
In response, agencies report dramatically heightened activities in these spaces. 52% say that at least half of the work they perform for their clients is in social and digital media, an almost 80% increase from 29% in 2009.

Social Media Becomes Easier to Measure

Data from RSW/US’ “2009-2012 Changes in Digital/Social Media” indicates that as marketers adopt social media in greater degrees, they are finding it easier to measure than traditional media. 30% said that social media is a lot easier to measure than traditional media (rating it at least an 8 on a 10-point scale), almost 4 times the proportion responding that way 3 years ago (8%). Agencies are in agreement, with 28% saying social is a lot easier to measure than traditional. Indeed, when asked which characteristic of digital marketing prompted their shift, the most common reason cited by respondents to the DataXu survey (see link above) was increased measurability and accountability (20%).
The RSW/US report notes that the vast majority of respondents are most likely still relying on social media metrics such as likes, and not more meaningful ones such as business impact. Indeed, research from Social Media Examiner and Awareness finds marketers to be primarily focusing on social media benefits and metrics in terms of exposure and presence.

Other Findings:

  • Marketers responding to the RSW/US survey appear quite confident in their social and digital media savvy. 57% either somewhat (44%) or strongly (13%) agree that they are on the cutting edge of understanding, working with, and maximizing their presence in the social and digital media spaces. This is up from 44% in 2009. However, this contrasts somewhat with May 2012 survey results from PulsePoint, which found most marketers lacking confidence in their ability to execute complex digital marketing campaigns.
  • The RSW/US agency respondents appear slightly more confident in their social and digital media savvy, with 64% saying their are on the cutting edge, although this is relatively unchanged from 2009. Of note, agency respondents to the PulsePoint survey (see link above) also expressed greater confidence than marketers in their digital marketing savvy.

About the Data: The RSW/US survey was completed by 112 senior level marketers and 118 agency principals from agencies of different types/sizes during May 2012.

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TV ad dollars slow to move online — video ads to hit $5.9B by 2017, says report

Summary: The growth in online video shows means more alternatives to TV than ever before — but advertising dollars are stubbornly sticking with the older medium.

In the future of television land, everyone from AOL to the Wall Street Journal will be making awesome online shows and sponsors will ply them with ad budgets once reserved for TV. And why not? After all, online audiences are growing fast and might provide much better marketing opportunities.
There’s just one problem — it won’t happen anytime soon. According to consulting firm PwC’s annual media report, online video will increase from $2.3 billion in 2012 to $5.9 billion by 2017. The figure represents 9 percent of future online ad spending, but this is still a small amount compared to TV ads — which PwC predicts will pull in $81.6 billion, or 37 percent of all ad dollars in 2017 (the figure includes ads “around broadcasters TV content” so adjust accordingly.)
This slow growth forecast jibes with the assessment of industry experts who spoke at a VideoNuze ad event last week in New York City. Their explanation was simple enough — brands already feel their budgets are spread thin by TV and they’re not in a mood to experiment.
“If you followed viewers across all screens, we’d have to add at least 70 percent to the budget … our clients say ‘we don’t have have any more money and everything’s more expensive,’” said Michael Bologna, Director of Emerging Communications at GroupM.
Bologna and Digitas’ SVP of Media, Adam Schlachter, both said that media companies’ recent “NewFronts” in New York (a boozy, glitzy preview of new shows intended to resemble the Upfronts in LA), had at best “sparked a conversation” but did not lead to any resolutions to turn on the cash spigots.
The main problem, for now, appears to be a lack of consensus on how to measure the effectiveness of online video ads. Here’s how PwC puts it:

There are [..] challenges facing audience-measurement researchers seeking to provide more accurate data for their clients: …Until progress is made on these, migration of advertising revenues from traditional TV to online video platforms will lag consumer adoption of these new services.

The ongoing status quo (whatever its cause) appeared to frustrate at least one audience member at the VideoNuze event, who demanded that someone explain why TV stations charged more even as they bring brand messages to fewer people.
“We don’t want to pay the failure tax any more. It should be more like the stock market [where value declines with performance]. The agency must say, if your audience goes down, you get less.”
The panel host, Forrester’s Jim Nail, suggested a culture of risk aversion may explain the status quo: “Nobody gets fired for buying ABC, NBC, CBS and Fox.”

Jun. 10, 2013 – 6:39 PM EDT

YouTube’s mobile ad revenue triples as mobile views reach 40% in the US

YouTube’s mobile ad revenue triples as mobile views reach 40% in the US

youtube mobile featured

photo: Google
Summary: Two out of five YouTube video views are coming from mobile devices in the U.S., and the video service is increasingly cashing in on these mobile views.

Mobile is quickly becoming the new normal for YouTube, and it’s starting to pay off: 40 percent of all of the service’s video views in the U.S. are now coming from mobile devices, a YouTube spokesperson told GigaOM on Wednesday. Worldwide, mobile is now responsible for 25 percent of all of YouTube’s video views.
This, and the roll-out of new mobile apps, has helped YouTube to triple its mobile ad revenue in the past six months, according to Bloomberg, which got YouTube VP of Sales Lucas Watson go on the record about the mobile growth.
Bloomberg is also guesstimating that “as much as $350 million in sales probably came from mobile video ads” in Google’s last quarter alone. However, that number isn’t coming from Google, and it’s based on a few assumptions from analysts, so I would take it with a grain of salt.
Still, even without a firm mobile revenue number, tripling mobile ad revenue in a six-month time frame is impressive, and it seems to be the direct result of YouTube launching its iPhone and iPad apps late last year, as well as rolling out a full-featured mobile web experience across all platforms. Previously, iOS users were accessing YouTube through an app built by Apple, and YouTube wasn’t able to monetize any of those views.
For more on YouTube’s mobile strategy, check out this interview I did with Shiva Rajaraman, YouTube’s director of product management, at last year’s Mobilize conference:
Jun. 5, 2013 – 1:29 PM EDT

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What digital media will look like in 2017 – highlights from PwC’s report

future, future of media

Summary: A leading consulting firm just put out its annual report on the entertainment and media industry. Here’s some highlights, including ones that show why it’s a good time to be in the content business.

Anyone with a smartphone — or just a pulse — is aware that broadband access and second screen devices are changing how we consume content and entertainment. But sometimes details are helpful. Consulting firm PwC (PricewaterhouseCoopers) today offered up some details about where the digital media market is going and how companies should respond.
The report comes in 13 segments, ranging from video games to internet advertising (my colleague Laura Owen has the ebook predictions here). We’re digging into some of those but, in the meantime, here’s some highlights from the big picture entitled “Entertainment and Media Outlook: 2013-2017 .. Summary of  Key Themes”

Consumers are cord-cutting, in control — and confused

PwC says a plethora of choices has trained consumers to expect to receive media and entertainment when and where they want it. This means traditional forms of content packaging — like cable TV subscriptions — are becoming less tenable: “it is the connected consumer who is now really in control … cord-cutters are now being joined the ‘cordnevers’, a younger generation who would never think of paying for TV.”
But the report (citing people in Singapore who pay for pirated content even though a legal version was available for free) also suggests that the volume of content is leaving consumers “confused.” This presents an opportunity for companies that can help people discover and navigate all this media.

Advertising will be enormous — if the industry can figure out the data thing

Traditional advertisers have been alarmed at how the consumer audience has scattered to consume an infinite variety of content across multiple screens. But PwC sees huge opportunities if the industry can become “platform-agnostic” and tap into a growing wealth of consumer data. Interestingly, the report plays down “big data” hype in favor of (emphasis mine):

granular, small data— derived through analytics—that gives insights into customers’ actual and likely behavior in response to a particular message or experience. One of the most exciting areas is the emerging opportunity around the second screen, which has huge potential for building not just consumer engagement, but also especially in combination with mobile wallets eCommerce transactions.

Likewise, the advertising and media industry must solve the problem of credible, cross-platform metrics. Right now, plenty of people are proposing standards to measure online audiences but there is no single, widely-accepted number like there is for TV.

Content is king (again) — but companies must still figure out how to package and sell it

Here’s some good news for those creative types who equate the internet with cheap and lousy content (emphasis mine):

The rising value of content has fired the starting-gun on an industry-wide race to acquire it. Recent months and years have seen several major acquisitions of content assets, as consumers’ rising expectation of ubiquitous access to premium and library content drives companies to focus on licensing and/or acquiring content

But, says PwC, just getting content is not enough. Content holders must also figure out how to: distribute it to second screens; reinvent “windowing” models to shorten release times; discover new “bundling” and discount models since “People still love a bargain”

Global markets — and piracy — are evolving quickly

Media and entertainment opportunities in developing markets are growing fast, but the real bucks will still remain in the mature markets of the US and Europe. But as the global population becomes more migratory, there are also new opportunities to target diasporas. Check out this interesting nugget (emphasis mine):

there were more than 215 million migrants worldwide in 2010, which would make that ‘migrant nation’ the fourth largest in the world. As expatriate communities grow, distributors are increasingly crossing geographical borders to address them. Examples include iRoko, which targets the African diaspora in wealthier markets and has more customers in London than Lagos.

Piracy will of course remain an issue in emerging markets but PwC proposes a more sophisticated prescription than the usual howls for enforcement. The report appears to share the perspective of copyright scholar Bill Patry, who regards piracy in large part as a pricing issue. In other words, content owners should not just focus on enforcement but on pricing and distribution too: “Tackling piracy … means using an understanding of consumers to deliver the right content to the right people, at the right time, place and price via the right experience.”

Some numbers

  • Globally, digital media will account for 37 percent of advertising revenues by 2017, up from 26 percent in 2012.”
  • Internet advertising will be the fastest-growing segment, at a 13.1 percent CAGR
  • Video gaming at a 6.5% CAGR and TV advertising at a 5.3 percent CAGR will also show strong growth.
  • Segments traditionally related to print—newspapers, magazines and books—which will grow by an average of less than one percentage point
  • By 2017, physical purchases will represent just 53 percent of consumer spending.

Traditional publishers ramp up original video strategies

CondeNastWired-1

Conde Nast’s chief digital officer talked about being nimble with his brand’s digital properties during a Stream session entitled ‘Meet the Newest Heavyweights to Enter Original Online Video,’ while The New York Times’ video division revealed plans to ramp up its video this year.
Talking at the Fairmont Miramar Hotel Tuesday, The New York Times general manager of video Rebecca Howard explained how her team is looking at the Times’ online presence as if it were a network. The team produces 250 videos a month, and Howard said they are currently trying to figure out better ways to package them so as to align with the newspaper’s journalists and columns, in order to become a “recognizable experience.”
“When we think about videos, they should have life outside of the article and be experienced outside of our own site,” she said. “It [shouldn’t be] one minute of stardom with an article. We’re making videos that have more pipes and distribution outlets. You’ll see that changing with our company more.”
In addition to the plans to get NYT videos onto other sites, Howard said the company is also planning to invest quite heavily in original video this year.
“We realize we’re coming late to the game. Just this year we started selling video to advertisers we hadn’t been six months ago,” said Howard. “We’re going to keep the quality high… on par with our award-winning team. It’s an important part of our strategy.”
Elsewhere, Fred Santarpia, Conde Nast Entertainment’s EVP and chief digital officer, said that over the next five months his firm will be in the process of launching more channels based on its properties – including Vanity Fair, Teen Vogue, Epicurious and Style.com – to add to its current stable of digital channels, which includes GQ, Wired (pictured), Glamour and Vogue.
“Conde Nast’s web properties together have tens of millions of followers across Facebook, Google Plus, etc,” he said. “Our strategy is that we don’t want to play to people already following brands. We’re investing heavily in marketing outside of our pay platforms and the idea is that we can find users who are interested in fashion, celebrities, food and culture and introduce them to brands they’ve heard of and recognize but aren’t subscribing to [via] the magazine.”
He added that the digital video channels aren’t literal translations of the print magazine. Santarpia and his team work with the brands and editorial teams to come up with concepts and content inspired by the brand and, at the same time, are accessible to those not reading the magazine. Some of its content was unveiled at the NewFronts in May.
“You have to be nimble and pull shows that aren’t working. We’re seeing what works and killing what doesn’t and doubling down on what does.”
Gabriel Lewis, the co-creator of HuffPost Live, which launched last year, said his company is producing 12 hours of content a day, and with partners like AOL and YouTube, the opportunity is greater for a consumer to find and stay on HuffPost Live’s content.
Lewis said his digital channel is basically a 12-hour streaming network, running five days a week, with eight hours produced by the New York team and four out of the L.A. office.
“We’ll leverage editorial as much as we can. It’s important to us that HuffPost Live does high and low content: drones and side boob. We want to reflect that.”

2 Billion Online Video Watchers Worldwide by 2017

The massive Cisco Visual Networking Index Forecast (2012-2017), or VNI, published today and chock full of facts and projections, estimates that four years from now,  there will be 3.6 billion Internet users– 48% of the world’s population.
(That’s up from about a third of the world, 2.3 billion, today.)
If you wonder what the world will be doing to occupy itself in 2017, apparently it will be shooting video, or watching it.
Globally, and not counting mobile, there will be nearly 2 billion Internet video users, double what existed just last year. The VNI says global network users will generate 3 trillion Internet video minutes per month, which is 6 million years of video per month, or 1.2 million video minutes every second or more than two years worth of video every second.
Or, if you’re bad at figures, just round that off to a “ridiculous amount of video.” Gigaom says that by 2017, online video will be more popular than social networking.
The Cisco stat dump must be irresistible to people who like to sprinkle the phrase “tipping point” into each and every conversation. This, after all, is kind of the aftermath of all that tipping, when all those itty bitty increases in human activity add up to one giant exclamation of wow, in whatever language or vulgar expression of amazement you choose.
Such as:
In 2012, 26% of Internet traffic originated with non-PC devices, but by 2017 the non-PC share of Internet traffic will grow to 49%. PC-originated traffic will grow at a 14% compounded annual growth rate, while other devices/connections will have higher traffic growth rates, some significantly so. TVs will grow 24% but tablets will grow 104% and smartphones 79% and machine-to-machine (M2M) modules (82%).
By 2017, the Cisco report says, the average Internet household worldwide will generate 74.5 gigabytes of traffic per month. By comparison, in 2012, the average Internet household generated 31.6 gigabytes per month.
Globally, the average household had 4.7 devices / connections (including M2M) in 2012; the average household will have 7.1 devices / connections (including M2M) by 2017.
By 2017, more traffic will traverse global networks than all prior “Internet years” combined. From 1984-2012, that added up to 1.2 zettabytes. In 2017 alone, it will be 1.4 zettabytes. Remarkably, the number of people who know how big a zettabyte is likely to stay just about the same. (I can helpful, but not too helpful, on that score. A zettabyte is 1021 or 1,000,000,000,000,000,000,000 bytes.  To give you a probably-still-not-too-helpful idea of how much that is, as of 2009, the entire Web was reported to contain about 500 exabytes, which is half a zettabyte.)
And here’s a trio of projections that ought to stop them dead at happy hour:

  • Content delivery networks, which includes live streaming, on-demand and social Web sites  will carry over half of total Internet traffic by 2017.
  • Wi-Fi and mobile-connected devices will generate 68% of Internet traffic by 2017.
  • Nearly half of total IP traffic will originate with non-PC devices (including tablets, smartphones, and televisions) by 2017.

Don’t get too excited. Because of global warming, by 2017, all of your devices will be either be fried or under water.
pj@mediapost.com