Video views on Twitter have nearly doubled in the past year, the company said during its Digital Content NewFronts event this week.
“Where we first start is, we look at the conversation that’s already happening on the platform. The goal is to actually marry the organic conversation that’s happening on the platform with the content that they’re talking about,” Kay Madati, Global VP & Head of Content Partnerships, says in this interview with Beet.TV. “The marriage of those two things deliver quality content for our audiences and real distribution and engagement.”
NBCU will be sharing live video and clips from properties including NBC News, MSNBC, CNBC and Telemundo, as TechCrunch reports.
Twitter has been working with NBC for many years. The new expansion gives it the opportunity to now work with seven different brands inside the organization.
“Part of what I think the value that we provide for our content partners is that we end up being an extension of their reach,” Madati says. “The ability for a producer like NBC or the Ellen show to be able to reach our engaged audience on our platform.”
Linking content with social conversations and tying in advertisers provides opportunities for all types of publishers, according to Madati. “We’re not trying to dis-intermediate their businesses. We’re here to extend the ability to tie the conversation that’s happening around their content on our platform and allow us all to take that out to market.”
Twitter is “excited to see what we can do with Telemundo around approaching Hispanic conversations on the platform, we’re excited to see what we can do with E Networks, NBC news.”
The deals stem from the core understanding that “eyeballs in this new world of multi-platform, multi-device consumption are going everywhere,” Madati adds.
He believes that one of the best things about Twitter is that communities and movements that use the platform to disseminate their messages are self-organized. “When I think about the violence in Florida with guns and how a couple of students got together, joined our platform and a month, two months later they have millions of people listening to them, that in its essence is what Twitter is fantastic at.”
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.
]]>“I really don’t see any other answer given this confluence of trends,” Rogers told the audience at the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview. In a one-on-one interview conducted by Joanna O’Connell, Chief Marketing Officer at MediaMath, Rogers referred more than once to a “true crisis in traditional linear TV viewing.”
While the viewing decline has been happening for about 25 years, Rogers thinks it’s coming to an inflection point. A major contributing factor is the continued rise and popularity of non-ad-supported programming. Hours of YouTube viewing “is just about to hit a level that exceeds all global traditional linear TV viewing,” said Rogers, who is Executive Chairman of WinView Games and Chairman & CEO of TRget Media.
However, the plethora of data and technology providers that cater to one segment or other of the audience targeting and measurement business doesn’t make things easier for advertisers and agencies, according to Rogers. Which leads some advertisers to throw up their hands in frustration and cede that ground to their agencies.
“To be frank about it, the agencies are for the most part not the people with the greatest incentives in the world to kind of drive a more cohesive integrated simple approach to this,” Rogers said. “They kind of thrive on that complexity because it makes it more necessary for advertisers and brands to rely on them.”
On the TV sales side, as better targeting and addressability drive more efficiency and ROI, waste is removed but most likely less money will change hands. “And with less spending, those particular players in the equation have a harder time seeing how they win,” he added.
Rogers likened consumers chasing skinny bundles and other alternatives to watch their favorite programs to the dynamic between a wealthy husband and a younger wife. Asked if she would still love him if he lost all his money, her response was: “Of course honey I would still love you, but I would miss you very dearly.”
This video is part of a Beet.TV leadership summit on video outcomes presented by Eyeview. For more videos from event, please visit this page.
]]>“The industry has been talking about this around the fringes but hasn’t used the data in a monetizable way to either trade or to drive that value,” Liberty Global’s MD for Advanced Advertising & Data, John Paul, says in an interview at the Beet Executive Retreat 2017 titled Video Everywhere: The Transformation of Media & Advertising. “And there’s a much bigger story there.”
Paul likes the term “attention economics” because the bottom line is understanding Liberty’s customers engagement with content, or “What’s really going on behind it,” he says in response to a question from Ashley J. Swartz, CEO of Furious Corp., the inventory and supply chain management company serving premium publishers.
As CNBC reports, Liberty recently announced fourth quarter results that included a 198% increase in revenue in Latin America and the Caribbean, driving the company’s stock price up more than 15% in one day. During 2016, Liberty added 946,000 new European subscribers and 94,000 organic Latin American and Caribbean division subscribers.
While understanding data and its implications in the marketplace is a must given the current competitive environment, it’s not rocket science, according to Paul. “What we’ve learned mostly out of this is that we don’t need to be PhD data scientists to get the value out of this,” Paul says. “Most of the value that’s being generated not just within our activities but what we’ve observed in the United States, is actually fairly basic applications of data.”
The ongoing rollout of Liberty’s EOS set-top boxes will enable addressable in markets where the company has yet to plant its flag. Liberty is up and running in Belgium, plus it offers video on demand and dynamic ad insertion in the UK, Latin America and Puerto Rico.
Latin America is a particularly special market for Liberty because it’s selling other channels’ advertising, “So they have skin the game and a real reason to generate this value,” Paul says.
This video is part of a series produced at the Beet.TV executive retreat in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page.
]]>“I saw nobody recreating the MSNBC, CNN, CNBC for people under the age of 60,” Steinberg recalls of his spring 2016 launch of a live news service focusing on business and technology. “It’s a cable network. Instead of living on a cable box it lives on Twitter at three o’clock every day and on Facebook live.”
Cheddar also has its own channel on Sling TV “in the base bundle right next to CNN” and is live on Amazon’s bundles as well, Steinberg explains in an interview with Beet.TV at the IAB Annual Leadership Meeting. “We’ll have two more of these announced by mid year.”
Steinberg’s bet is that young people who are hooked on on-demand programming like House of Cards and Transparent “would have a need for what I call ambient, non-appointment viewing to see what’s happening. And that’s effectively what Cheddar is. It’s a live news network.”
Last fall, Cheddar went behind a pay wall with a monthly subscription price of $6.99, as The Wall Street Journal reports. It also gets a fee from pay TV bundles “and the ability to monetize the advertising on those bundles as well,” Steinberg says.
Another revenue stream is what he calls “Native 3.0,” wherein advertisers have a presence on the lower third of the screen. For HP, it’s the Keep Reinventing message that’s promoted, while Dunkin Donuts prefers an On The Go theme and Fidelity’s app is used to reference stocks being covered by the correspondents at Cheddar.
“The direct subscription model is our restaurant regulars. They’re people that just want Cheddar and don’t want a bundle,” Steinberg says. “But ideally any skinny bundle out there, I intend for us to be in those and the consumer can buy us that way.”
He counsels against every publisher thinking that live video is where it’s at. “It’s about looking where there is white space,” says Steinberg.
As for so-called fake news, he blames social media networks like Facebook and readers themselves.
“If people just read credible sources, if you went to BBC, The New York Times, The Washington Post, Cheddar even, there would be no fake news,” Steinberg says. “Fake news is a consequence of the fact that people got disoriented from what they were actually reading and this stuff was able to spread.”
This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.
]]>