Case Studies

Executives from Disney, Turner, and Comcast were in unanimous agreement that we are only two years away from 75 percent of TV content being available online and on mobile devices. At the Elevate Video Advertising Summit in New York this afternoon, Matt Strauss from Comcast Interactive Media, Jeremy Legg from Turner, and David Preshlack of Disney and ESPN predicted that TV "everywhere" was imminent, and that in the same time frame the networks will be almost completely agnostic about where and when their video content is being viewed.

Despite the continued success of big-budget TV programming, consumers now place considerable value on original online content, according to new research from Web TV network creator Next New Networks and YouTube, and research/consulting firm Frank N. Magid Associates.

Long-form video (anything longer than 30 seconds) can be distributed using a variety of mechanisms. As most industry folks are aware, generating incremental audience for these videos has largely revolved around structuring revenue share arrangements with third-party publishers. Under this arrangement, third-party sites sell the advertising avails and split the revenue with the producer.

Television is the most popular device in the home, and with the addition of interactivity, it's serving up the next wave of killer apps. New research conducted for FourthWall Media reveals that consumers are ready for their TV to do more, resulting in less reliance on their computers.

High-definition TV has been good to TV manufacturers, program producers and consumers. HD helps sell more high-end TVs to consumers who like the big picture and richer viewing experience. Now new research suggests there might be good HD news for media buyers and sellers, too.

Notwithstanding the glitches, the demo last week was impressive; the seamless blending of TV and web content, the beautiful UI, the smooth search and browse capabilities. Now, a few days after the heady discussion and CEO briefings at Google's I/O developer conference, we can reflect a bit on what the outlook might be for this ambitious new Google initiative.

Yankee Group analyst Vince Vittore that suggests within the next year one in eight viewers will cancel monthly subscriptions in favor of watching TV on computers, game consoles or "other connected devices."

The average American home now has just under three TV sets. Actually, the average is now 2.93 TV sets per household, up from 2.86 sets per home in 2009, the largest year-over-year increase since 2006 according to Nielsen’s latest Television Audience Report.

As traditional media comes under fire from new, emerging technologies, like digital video recorders such as TiVo, marketers need to reconsider if traditional weapons like DRTV can still facilitate a desired impact.