Comcast To Launch Short-Form Digital Video Platform

What Happened
Comcast is reportedly planning to launch a major short-form video platform named Watchable in the next few weeks, with content supplied by major digital publishers like Comcast-backed Vox and Buzzfeed, news outlets like Mic and Vice, as well as its traditional media subsidiaries like NBC Sport. Moreover, a new report from WSJ suggests that Comcast will offer content creators 70% of ad revenue on Watchable, more than what Facebook and YouTube currently offer. With such strong content initiatives, Comcast is clearly working to build a digital platform that could rival YouTube and Facebook’s online video efforts, no doubt hoping to get its share of the increasing ad spending in digital videos.

What Brands Can Do
As the digital video space continues to evolve, more and more legacy media companies and ISPs are starting to realize the urgent importance of marrying the traditional media assets they own with the rising digital platforms that audiences are flocking to. In fact, Comcast’s major competitor Verizon is also reportedly readying the launch of its own digital video platform. Brands of all types would be smart to stay mindful of the ongoing changes in the digital video space and adjust their ad buying strategy accordingly.

Sources: The Verge

Twitter Promises Full Viewability With Auto-Play Video Ads

Read original story on: AdWeek

Twitter has been testing its auto-playing video ads for a couple of months now, and this week it has finally started rolling out this new ad unit on users’ feeds. Pioneered by Facebook and YouTube, auto-playing video has become a standard ad format on social media, which gains the support of brands and advertisers alike for its supposedly stronger impact.

Moreover, the social media is taking a stand against viewability, an issue hindering the growth of digital video ads, as it is promising only to charge on video ads that have been seen 100 percent in full view of the user for more than 3 seconds. Considering that a study claims that nearly 25% of video ad views are fraudulent, this bold promise, combined with its pay-per-view pricing structure, would undoubtedly appeal to the advertisers, and hopefully, help Twitter to catch up with other social platforms in terms of monetization.

Online video ads get more attention

YuMe and IPG Media Lab, recently partnered on a research project to track relative attention level to video advertising in a lean forward PC experience vs. a lean back TV experience.  Specifically, we wanted to know:

  1. Do people pay attention to online video differently than they do when watching TV?
  2. If people have the option of avoiding advertising, will they, and how does it differ?
  3. If the experiences of watching TV and Online Video are different, should an online ad impression be valued the same way that TV ads are?

Continue reading “Online video ads get more attention”