Mobile Video Message Use On Rise

While mobile video messages reminding viewers to watch a television show have surfaced as one of the more popular communications between media companies and consumers, the marketing tool has become especially popular on iOS and Android devices across AT&T Mobility and Verizon Wireless.

That's according to a Mogreet report that analyzes consumer behavior through mobile messaging.
Mogreet released the Semi-Annual Mobile Marketing Analytics Report for May 2012. It analyzes consumer behavior patterns for mobile marketing campaigns that integrate video messages on the company's platform, which delivers messages to about 290 million U.S. mobile subscribers.

The Apple iPhone leads mobile video messaging use -- rising to 23.6%, up from 7.4% in August 2011, according to Mogreet. Samsung devices follow with 21.9%, up from 2.9% during the same time frame. LG came in at No. 3 with 17.8%, up from about 11%. Motorola now holds 5%, but the company did not previously track video messaging on Google's newly acquired company, so comparison numbers are not available.

While Apple iPhone and Samsung smartphone users view MMS more often than other U.S. mobile consumers, iOS and Android continue to lead as top operating systems. iOS holds 23.6% market share, followed by Android with 16%; BREW/REX, 8.2%; Windows, 1.5%; and all others 50%, such as Nokia, Linux, Openwave, RIM, WebOS and Symbian.

Mogreet claims to support the delivery of more than two-thirds of multimedia (MMS) messaging sent by businesses to consumers in the United States. Data from the report digs into handset market share, carrier market share, geographical data, and insight into messages that consumers view on their phone.

"Some clients send as many as a million messages weekly, so the combined traffic volume could reach 10 million messages," said Mogreet CTO Anthony Rossano.

Scott Rogers, vice president, sales at Mogreet, said most clients want to deliver between 30- and 40-second videos via text message to as many phones as possible. The company estimates sending between 30 and 40 million per month, or about 500 million per year.

AT&T and Verizon lead in the delivery of mobile content. Atlanta and South Carolina are the top regions for using MMS.-Laurie Sullivan, MediaPost

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New Adap.tv Tool Simplifies Video Ad Management

Adap.tv on Wednesday introduced a new ad management product for video called App Center, which aims to make it easier for advertisers and publishers that buy and sell inventory using the video ad exchange to manage working with the 100+ technology providers in the video advertising ecosystem.

With App Center, third parties simply embed their special functions -- whether it be data, rich media, measurement, verification, etc. If you wanted to run a campaign with say, Innovid, which is App Center’s launch partner, and add a layer of targeting with data from BlueKai (also a launch partner), you can do this with a few simple clicks -- you can effectively make the buy without needing to leave App Center. Adap.tv does the billing and invoicing too.

To be sure, there is a daunting number of video networks, audience measurement platforms, data management platforms, ad exchanges and others for buyers and sellers of video to work with. If Adap.tv can streamline the process of managing all these relationships, then there is certainly a market for it. The trick will be getting all 100+ video advertising vendors to jump on board.

Because of this, Adap.tv has announced App Center a week early -- its official launch date is May 31-- so that more technology providers have time to add their APIs to it.

"Given the complexities of the video ad landscape, the promise of TV and video advertising cannot be fulfilled by one single company," said Teg Grenager, co-founder and vice president of Adap.tv. "What buyers and sellers need is a platform that aggregates all the best brand technologies and provides automated tools to manage them."-Ross Fadner, MediaPost

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Social Video Views Rise Over 78%

Q1 2012 video views skyrocket

Consumers may appreciate successful TV ad campaigns with interesting creative, but many still treat a commercial break as a great time to grab a snack or do some other quick chore away from the screen. Online, however, a video ad that pleases is one to be shared socially—and research indicates consumers are doing just that, and watching such ads more than ever before.

According to data released in April from social video measurement firm Visible Measures, views of social video ads served to English-speaking audiences increased to almost 1.33 billion in Q1 of this year, a 78% rise over Q4 2011. The measurement company noted that Q1 is typically a busy time of year for video ads shared socially, as many internet users turn online to find—and spread the word about—their favorite Super Bowl commercials. But this year’s Q1 results were also 72% better than the same period in 2011, indicating a real rise in social video ad viewership.

The automotive industry, a big spender on offline commercials (including those Super Bowl ads), saw the most social video views during the first part of this year, followed by those video ads related to community and activism at a fairly distant second.

Video is the fastest-growing ad format online, and social sharing capabilities can only help that growth by allowing users to act as curators and promoters, passing appealing videos to a larger and larger audience of network connections. eMarketer estimates US advertisers will spend $3.1 billion this year on video ads, up from $2 billion in 2011. By 2016, $9.3 billion in online ad spending will go toward video.-eMarketer

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Adobe Releases new Auditude Video Platform

Adobe releases the next version of Auditude, a video ad managed and monetization platform, to insert and measure online video ads. The integration of AudienceManager and third-party site data enables publishers to understand who views the ad and target their content accordingly. A feature in the platform, Partner Management, will now allow media company partners to share revenue and allocation of sales rights with syndication partners. - MediaPost

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Online Video Ad Views Soar!

April 2012 U.S. Online Video Rankings (comScore)
Video Ad Delivery Continues to Soar to New Heights, Representing 1 in 5 Videos Viewed
181 million U.S. Internet users watched nearly 37 billion online content videos in April.
Video ads saw another record-breaking month with nearly 9.5 billion, representing 1 in 5 videos viewed online in April.

Top 10 Video Content Properties by Unique Viewers-April 2012

Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included)
Property	Total Unique Viewers (000)	Videos (000)*	Minutes per Viewer
Total Internet : Total Audience	180,785	36,848,001	1,307.7
Google Sites	157,663	17,022,226	434.8
Yahoo! Sites	53,604	741,995	73.7
VEVO	49,479	674,183	57.9
Facebook.com	44,298	264,903	27.0
Microsoft Sites	42,833	486,567	42.4
Viacom Digital	41,247	501,100	58.9
AOL, Inc.	38,925	496,400	54.3
Amazon Sites	30,168	104,581	17.4
Hulu	28,233	901,060	228.5
News Distribution Network, Inc.	27,005	186,956	75.2

*A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.
Top 10 Video Ad Properties by Video Ads Viewed-April 2012

Total U.S. – Home and Work Locations Ad Videos Only (Content Videos Not Included)
Property	Video Ads (000)	Total Ad Minutes (MM)	Frequency (Ads per Viewer)	% Reach Total U.S. Population
Total Internet : Total Audience	9,478,975	3,937	59.8	51.7
Hulu	1,597,166	670	48.6	10.7
Google Sites	1,319,342	136	17.7	24.3
BrightRoll Video Network**	942,899	566	9.1	33.8
Adap.tv†	880,522	525	12.7	22.5
TubeMogul Video Ad Platform**	830,621	230	17.1	15.9
SpotXchange Video Ad Marketplace**	666,588	367	12.8	17.0
Tremor Video**	661,727	360	13.2	16.3
Specific Media**	650,578	314	6.9	30.9
ESPN	514,347	189	26.6	6.3
Auditude, Inc.**	511,278	202	11.3	14.8

*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange
 
Top 10 YouTube Partner Channels by Unique Viewers

Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included)
Property	Total Unique Viewers (000)	Videos (000)	Minutes per Viewer
VEVO @ YouTube	48,307	644,111	56.7
Warner Music @ Youtube	28,632	177,251	25.0
Machinima @ YouTube	23,146	382,360	65.0
Maker Studios Inc. @ YouTube	15,353	165,485	43.9
FullScreen @ YouTube	12,331	58,994	18.1
BroadbandTV @ YouTube	8,218	38,245	17.2
Big Frame @ YouTube	7,266	41,647	20.3
Demand Media @ YouTube	6,321	15,622	8.1
Clevvertv @ YouTube	6,076	12,541	7.6
IGN @ YouTube	5,933	30,663	16.8

*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content
 
Other findings from April 2012:

• 84.5 percent of the U.S. Internet audience viewed online video.
• The duration of the average online content video was 6.4 minutes, while the average online video ad was 0.4 minutes.
• Video ads accounted for 20.5 percent of all videos viewed and 1.6 percent of all minutes spent viewing video online.
  

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Hunger for Online Video Content

Online video’s ever-growing popularity brings it closer to mass-market status

Consumers have demonstrated a voracious appetite for online content that shows no signs of abating. In November 2011, research firm JZ Analytics conducted a survey of US internet users for semiconductor manufacturer Broadcom and found that nearly 87% of respondents consumed 11 hours or more of online content per week at their workplaces or homes, whether surfing the internet, watching online video or checking email.
Further, 54% of those polled said they consumed at least 21 hours of digital content in a given week.

Digital content consumption levels were lower for consumers on the go who used laptops, smartphones or tablets. From that group, only 31% of people said they consumed 11 or more hours of content, which makes sense given that they were likely accessing content on a smaller screen.
The immediacy and ease of streaming services continue to draw users in search of online video. According to the survey, 58% of respondents said they watched online videos on web-based streaming services that hosted user-generated content, such as YouTube. And more than one-third of respondents said they watched content on full-episode player sites, such as Hulu or Netflix.

Broadcom also found that the majority of respondents watched videos online—in fact, more than two-thirds of those polled said they watched at least one online video a day. And about one-quarter of respondents said they watched three or more videos a day. Online video’s continuing popularity and increasing penetration reflects its emerging status as a mass-market medium, presenting new opportunities for brands to reach consumers.
eMarketer estimates spending on online video advertising—much of which supports the video content consumers are so hungry for—will reach $3.12 billion this year in the US, up 54.7% over 2011. Online video is the fastest-growing online ad format in the country, albeit from a comparatively small base.

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Crowdsourced Translation Service for Video

Let’s say you’re a video publisher who wants all the world to have access to your content… But translating videos into multiple languages is time-consuming and expensive — that is, unless you’ve got a team of volunteers to do it for you. One of the most efficient way to tackle the problem is by crowdsourcing subtitles.

Amara, previously known as Universal Subtitles, was created as an open-source platform to allow anyone to crowdsource transcriptions and translations of video content. Its technology has been used by volunteers to translate and create subtitles for more than 170,000 videos, including President Barack Obama’s message to Sudan and the KONY 2012 video, which was available in more than 35 languages in four days.

The Amara team will be releasing an enterprise version of the platform, which its customers can use within their own organizations — whether it be to collaborate on subtitle creations in-house, or to open up translation to outside volunteers. And with flexible APIs, the system is designed to work with publishers’ existing content management systems and publishing workflows, according to Amara co-founder and executive director Nicholas Reville.

Amara is already working with some major publishers — including news organizations like PBS NewsHour and Al Jazeera, as well as educational video providers such as Khan Academy — to make their content more accessible to a broader audience.

While Amara is focused on making content accessible to viewers around the world, there are other benefits to having subtitles for online videos: Doing so can improve SEO, and it makes them available to those who are hard of hearing as well. That’s important particularly as Congress passed a law last year requiring publishers to have subtitles on videos that appear online. All of which is why Amara believes it’s in a nice spot, as publishers will soon need tools to provide those subtitles.

Amara, which was formed as part of an open source project within the Participatory Culture Foundation. - TechCrunch

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8 Ways to Leverage the Power of Video

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New YouTube Tool for Video Recording

New Video Technology for Recording Videos on Handheld Devices From Google and YouTube. Google has developed a technique that mimics professional camera movement and applied it to videos recorded by handheld devices, such as smartphones. While professionals use tripods and dollies, panning a swiftly running cheetah at the San Diego Zoo and getting a clear picture could become quite frustrating on an Android or an iOS phone.

The technology supports an algorithm that automatically determines the best camera path and recasts the video as if it were filmed using stabilization equipment. It's part of the research at Google looking at methods to make casual videos appear more professional. The research is being integrated into YouTube to support videographers.

In a research paper -- Auto-Directed Video Stabilization with Robust L1 Optimal Camera Paths – Google researchers describe the process of dividing the original, shaky camera path into segments to create a smooth video. The optimization finds the best of all possible partitions, using what researchers call a computationally stable algorithm.

More recently, the research has been working to resolve a related problem common in videos shot from mobile phones. Camera sensors in phones contain an electronic rolling shutter. When taking a picture the image is not captured instantaneously, but rather one row of pixels at a time, with a small delay when going from one to the next.

Consequently, if the camera moves during the capture it causes image distortions that are especially noticeable in videos where the camera shake is independent across frames. Google researchers are working to smooth out the shakiness of the video. - Laurie Sullivan, MediaPost

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