Online Video Revenue Per Minute more than TV Advertising

September 13, 2009 by silverlinetv Leave a Comment

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Britain’s top free-to-air commercial broadcaster is claiming to makes more money per viewer streaming talent show ‘The X-Factor’ to computers than broadcasting it into homes.

“We are hugely pleased with the numbers for ITV.com on revenue,” ITV’s director of online content Ben McOwen Wilson said at the Edinburgh Television Festival. “We get 8 pence per hour on TV. Online, we are getting more than that.”

An interesting metric for doubters that you cannot fund online broadcasting. Through into the mix this is the beginning of the curve, with the obvious environemental conditions improving from bandwidth to advertiser acceptance, online video / TV on demand is the place to be for media, advertisers (brands) and consumers alike.

Add to the mix the micropayments scenario, surely TV’s ITunes moment, then clearly business models are going to adapt rapid;y to support the terrific levels of targeting and engagement that the online video medium can offer.

From our perspective, this is the interesting piece. We are in for an explosion of online content worldwide, with the amazing targeting and creative options for advertisers. We are already testing top quality TV online brands off-shore using IP targeting New Zealand for medium sized businesses and getting results. Very exciting.  More on that soon.

Read more informed TV online opinion from reuters.

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Major UK Online Video Agency Growth

September 13, 2009 by silverlinetv Leave a Comment

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According to a survey by the webtventerprise in the UK Media buyers will be increasing online video advertising budgets by 50% over the next 12 months.  

The survey of 101 media buyers currently booking pre-roll advertising campaigns and found that almost all (97%) were planning on either maintaining or increasing video advertising spend. Over half (54%) were looking at a 50% budget increase in the coming year; while a further 10% said they would be doubling spend.

Despite online video advertising being a relatively new advertising medium, along with brands’ restricted budgets in 2009, Web TV Enterprise’s research revealed that a quarter of buyers are currently spending between £25,000 and £50,000 on a video advertising campaign. 44% of the sample said they spend between £10,000 and £25,000.

Almost 70% of buyers questioned stated a preference towards bespoke, premium ‘solus’ pre-roll adverts; with 82% agreeing that solus spots were more valuable than shared ones.

General survey feedback also suggests confidence in the online video advertising space is high, despite budget cuts and a lack of client understanding being two of the prominent issues facing the industry at present. Many agree that online video advertising will have a strong presence in schedules over the next twelve months.

Jamie Estrin, Director of Web TV Enterprise and IAB Video Council member said: “As one of the largest players in this evolving market, we have seen the appetite for online video advertising grow exponentially since launching our premium online video ad-network in 2007. Our feeling is that we are now at a tipping point in the UK market. We base this on the fact that media agencies are, for the first time, considering online video advertising as part of the media mix on the majority of campaigns where there is a TV ad creative – this was not the case 12 months ago.”

The survey did of course talk to those buyers who are already purchasing online video advertising, nevertheless, a clear indication from the UK, a very strong online advertising market, that online video is moving along to or ahead of the global forecasts posted in our research category.

Pre-roll ads in particular are gaining ground and at Silverlinemedia.tv we have seen solid results from our client tests in this area.

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New Zealand Property Video is Growing

September 7, 2009 by silverlinetv Leave a Comment

As the New Zealand property market shows signs of movement you should be considering internet video as part of your marketing mix to help create excitement about your listings.

Internet Video is the most popular activity on the internet, ahead of social media (i.e. facebook) according to a recent US study from Pew/Yahoo.

In New Zealand Property Video continues to emerge. Here at Silverlinemedia.tv our property videos were played nearly 15,000 times across a range of websites in August.  Unlike page views which can have low time spent on the actual page, video plays present a highly engaged viewer 75% of whom, have watched the entire property video. These are truly interested buyers, not tyre-kickers.
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The video property marketing solution distributes the video across agent websites, real estate portal websites, video sharing websites like YouTube and buzzed through social media websites.

Silverlinemedia.tv has been busy in expanding property video marketing and distribution to drive response for property video and now all video is also available for mobile and plasma/kiosks.

Expanding the distribution of online video to mobile and screen media exposes the video to further marketing channels and offers agents different techniques to get their vendors videos exposed to engaged potential buyers.

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Out of Home Video Advertising Explodes

September 1, 2009 by silverlinetv Leave a Comment

digital_video_display_study_2009The Arbitron Out-of-Home Digital Video Display Study 2009 study reveals that approximately 155 million (67 percent of) U.S. residents aged 18 or older have seen an Out-of-Home (OOH) digital video display in the past month at one or more of the 17 types of public venues examined for the report.  The general audience for OOH digital video displays represents a cross-section of American consumers, and closely mirrors the average U.S. population.

The obvious venues are listed i.e. the mall, the cinema, waiting rooms but interestingly emerging areas include restaurants (14% of Americans have seen and 7% at the health club). Clearly we are going to surrounded by screens, and increasingly intelligent ones targeting demographics of those venues and later who knows! Ridley Scott defintately got it right in Blade Runner.

We are seeing a number of out of home digital media solutions in New Zealand emerging, often for major brands, and often in-store. However there are a number of companies out there doing exciting things at a local level which small medium business will be able to take advantage of. We are testing with some of these companies at the moment, as all our online video content is also made for both outdoor display and mobile.

For an advertiser or business online video is a terrific value proposition, content can be repurposed for so many channels – own website, online advertising, social sites, mobile, OOH Digital. This means that the creative investment can be re-used in so many forms to reach different audiences. This is something print media is simply unable to achieve.

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