BIG BRANDS BACK BIG INVESTMENT IN ONLINE VIDEO

By | August 18, 2016

During the 2016 Digital Content NewFronts, announcements were made by many newer, cutting-edge content creators and some of the biggest name in information, entertainment and news during the past 2 week. From the 15 annual event last week, the biggest story covered us: Now, YouTube reaches more from 18 to 49 year olds than the primetime US TV shows of top 10. However, around 300 other news stories were written about NewFronts of this year according to the IAB. Well, what were the other announcements of top 10? From the 10-day marketplace for advertisers and media buyers, what have t video marketers read into conspicuous absence of Facebook? This is the other news from the NewFronts, let’s look at now: 12 Week MasteryINVESTMENT IN ONLINE VIDEO1

Big Brands are Seriously Investing in Online Video

New Video Series Are Announced By The New York Times: The New York Times at NewFronts presentation have six new video series were announced, which will cover sports, science, music and travel.

Digital Video Network Is Expanded By Condé Nast Entertainment: premium digital video network of Condé Nast Entertainment is being expanded by it, and invested in the next generation of storytelling talent, alongside distribution partnership of Condé Nast Entertainment with Comcast.

Subscribers Increased +30 percent on Hulu Confirm:

The premium on-demand streaming service announced that subscriber of Hulu Confirm base has increased more than 30 percent year over year and by this month will reach 12 million subscribers in the U.S.

Digital Video Is Invested By Hearst Magazines: Hearst Magazines Digital Media will be investing in video content featuring Harper’s BAZAAR, Cosmopolitan, Esquire, and ELLE. HMDM has grown month over month video views to over 350 million. Now, Hearst Magazines Digital Media is producing 110 videos per week at every site and social platform, plus over 200 Facebook Live broadcasts/month.

Fullscreen Rebrands like Fullscreen Media: Now, the new 3 branches of Fullscreen Media will be included the Fullscreen Brandworks, Fullscreen Entertainment, and Fullscreen Creator Network.

Original Series were announced by Newsy: To help brands reach a millennial audience, over-the-top video news network Newsy is rolling out editorial content set. “Asking For a Friend” that the network also announced, it is a humorous investigation series that will cover some controversial subjects.

New Sports Content Was Unveiled By Whistle Sports: It has created more than 75,000 videos that have generated over 3.1 billion views since 2014. Now, when it is expanding across Twitter, Vine, Instagram Video, Snapchat and Facebook its aggregate reach is 72 million, and is increasing by 2 million each week.

New Content And Distribution Network Were Built By AwesomenessTV: The global media company has embraced Gen Z, across more than 31 platforms, and is now tripling its premium content output on Snapchat, Instagram and Facebook.

Esports Broadcast Network Was Announced By Activision Blizzard Media Networks: MLG.tv streaming platform of Activision Blizzard Media Networks, announced the launch of distribution partnerships, broadcast experiences and new content.

Original Digital Video Series Were Unveiled By Playboy: Both website magazine of Playboy have been revamped, and is now also producing a set of series that revolves around a range of subjects.

Original Video Content & Social Video

Moreover, during the 2016 Digital Content NewFronts, the ten media companies above and YouTube, another 18 companies made presentations. However, the list of presenter did not appear of Facebook, which might have been a missed opportunity. According to the 3rd annual “Digital Content NewFronts: Video Ad Spend Study” of IAB, in original digital video, the advertisers invested by 114 percent more than the past 2 years have grown. And also finding eight out of 10 marketing professionals told that at the 2015 NewFronts their attendance resulted, on original video content, in growth spending in the 12 months that followed in this latest survey.

As a NewFronts presenting company, maybe Facebook did not qualify or the rules state that “presenters must create original content in video format that is available online.” The YouTube Spaces team now does help creators make great content through production facilities around the world, but in video format YouTube does not “create” original content. YouTube Spaces are used by creators to film and edit have produced more than 10,000 videos which have generated over 1B views and more than 70 million hours of watchtime in March 2015. Well, let’s remember the YouTube Partner Program, with their content on YouTube was made by creators in many ways, including merchandise, paid subscriptions, and advertisements.

However, from the 2016 Digital Content NewFronts, to begin asking some hard question Facebook’s conspicuous absence have to incite advertising publishers and media buyers. For instance, it take the past 2 week to attend as many of the 38 events as you possibly could. To learn what kind of audience will be attracted by what kind of content, I think you did it. And also to learn many of the context or environment that your video ads will be appeared, in time I assume that you made this investment. So, when you run video ads on Facebook what kind of audience do you toward? Ok, there are lots of ad targeting options for you. Base on demographics such as interests, gender, age and location or even what people do off of Facebook, you can target your ad to people.

Besides, what kind of context or environment that your video ads will be appeared? So, in News Feed of someone is place where it will appear. And it often on their smartphones. However, she or he may have been watching “Cat Reacts to Horror Film”, viewing a photo that their family member graduated from the University of Maine School of Law or reading a post about winning yesterday from a friend by the Boston Red Sox, before they see your video ad. On Facebook, there are funny cat videos. NewFronts showcased the latest can also be found on Facebook in original digital video programming, featuring famous talent and innovative storytelling, and much of that. However, Facebook is often mixed in with videos, photos, and posts from an colleagues, family and individual’s friends. What do you think about that? Please share with me about your thinking in the comments section below.