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What: Facebook has unveiled its latest premium video effort called “Watch,”a new platform for shows on Facebook that will be available on mobile, desktop, laptop and in Facebook’s TV apps.
Why it matters: Video consumption is growing at a very high  rate at the expense of traditional broadcast. Amazon, Google (YouTube) are heavily investing in the video (ad) space.  Facebook’s Watch will offer programming and content from more than 30 media partners and also more original programming funded by Facebook that  will revamp its current video tab.

More and more people enjoy Facebook’s video experience, like discovering videos in News Feed. But now, they also yearn a dedicated place they can go to watch videos. For this reason,  the social net launched last year the Video tab in the U.S., which offered a predictable place to find videos on Facebook. Now the comany wants to make it even easier and has officially introduced “Watch,” its much-anticipated push into TV-like content.The company didn’t specify a date for the launch.

Watch, a new platform for shows on Facebook, will be available on mobile, on desktop and laptop, and in Facebook’s TV apps. Shows are made up of episodes — live or recorded — and follow a theme or storyline. To help users keep up with the shows they follow, Watch has a Watchlist to never miss out on the latest episodes.

Watch is personalized to help users discover new shows, organized around what your friends and communities are watching. For example, it has sections like “Most Talked About,” which highlights shows that spark conversation, “What’s Making People Laugh,” which includes shows where many people have used the “Haha” reaction, and “What Friends Are Watching,” which helps users connect with friends about shows they too are following.

Watch will be home to a wide range of shows, from reality to comedy to live sports and platform for all creators and publishers to find an audience and build a community of passionate fans.The new tab will showcase a slew of shows from the likes of BuzzFeed, Tastemade, Condé Nast Entertainment, and ATTN, according to people familiar with the matter.Facebook is also providing a link for those who want to “register” shows for Watch. Although initially it will be introduced to a “limited group of people” and a “limited group of creators.”

At launch, Facebook aims to have several hundred shows on its platform, including the following slate of shows from major partners: A&E’s “Bae or Bail,” All Def Digital ‘s “Inside the Office,” Brit & Co ‘s “Tiny Houses,” Condé Nast Entertainment’s “Virtually Dating,” David Lopez‘s “My Social Media Life,” Golden State Warriors’ “Championship Rewind,” Hearst ‘s “Daily Refresh,” Univision Deportes ‘ “Liga MX,” McClatchy ‘s ” Titletown TX,” MLB ‘s “MLB Live,” MLS and Univision Deportes‘ “MLS en Univision,” National Geographic ‘s “We’re Wired that Way,” Nas Daily, NBA ‘s “WNBA All-Access,” Tastemade ‘s “Kitchen Little,” Time, Inc. ‘s “Celeb Moms Get Real,” WSL ‘s “WSL Surfing Sundays.”

We hope Watch will be home to a wide range of shows — from reality to comedy to live sports,” CEO Mark Zuckerberg said in a Facebook post. “Some will be made by professional creators, and others from regular people in our community.”

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What: Both broadcast networks and non-linear outlets face challenges with brand awareness among young adult audiences, according to ANATOMY’s 2017 “The Young and The Brandless” report.
Why it matters:  Young millennials who watch primarily on TV sets are, on average, better than desktop and mobile viewers at connecting broadcast program brands to network brands.

ANATOMY has released the results of its 2017 The Young and The Brandless” report, which provides an in-depth look at the media consumption, content discovery habits and network brand recognition capabilities of young (18-26) adults.

Building awareness of the network brand behind programming is extremely important to both broadcast and OTT networks because strong brands are leveraged as a curatorial tool by viewers, which in turn, helps build awareness of new programs and facilitates critical program discovery. However, networks are finding this to be an increasing challenge.

The report indicates that young millennials who watch primarily on TV sets are, on average, better than desktop and mobile viewers at connecting broadcast program brands to network brands. The cause for concern for broadcast networks is, however, that 50% of young millennials watch exclusively on desktop or mobile devices.

Furthermore, linear viewership is declining year over year, while desktop and mobile viewing is growing year over year. In order to future proof a network brand, it is critical for networks to improve their promotion in non-linear digital spaces.

At the same time, while the survey shows that young millennials who watch primarily on desktop and mobile platforms are, on average, better than TV viewers at connecting OTT program brands to their related network brands – with the notable exception of Netflix – the overall brand awareness of these OTT networks lags behind that of the broadcast networks. Without the benefit of broadcast TV, OTT services have less room for error in their non-linear digital promotion efforts. Without a secure level of brand relevance among young viewers, outlets such as Amazon and Hulu are going to find it challenging to achieve their ambitions.

linear viewership is declining year over year, while desktop and mobile viewing is growing year over year

Key millennial viewership trends

  • The most common way for young millennials to consume television content (71%) is OTT platforms with one in two watching entertainment exclusively on desktop or mobile devices.

 

  • 58% of young millennials learn of new programming directly through friends and family or on social media. Young millennials are less likely to recall advertising as a consequential factor in discovering new TV programs.

 

  • In an aided brand recognition survey, Netflix yielded the highest brand awareness scores in comparison to other OTT platforms and broadcast networks. 65% of young millennials matched Netflix programs to the Netflix brand, while in contrast only 31% of young millennials matched ABC, CBS, and NBC programs to their respective brands. Amazon programs were only linked with Amazon 20% of the time and Hulu came in at just 15%.

 

  • Brand awareness scores are positively correlated with screen touchpoint rankings. ANATOMY analyzed broadcast and OTT network brands across six dimensions (on-air promotion, web, mobile, SEO, Facebook, and digital ads) in order to rank each brand’s performance. Netflix yielded the highest screen touchpoint ranking and brand awareness score.

 

  • Facebook engagement is strongly correlated with higher brand awareness scores. A data mining analysis assessed Facebook activity among broadcast networks and OTT platforms. Higher Facebook engagement on branded posts strongly correlated with higher brand awareness scores.

 

  • The 12 – 3pm ET timeframe generates 236% more engagements on Facebook than other publishing windows. Meaning, on average, posts published during this window generated twice as much engagement than posts published at other times of day.

 

  • A SEO analysis found that piracy results are as common as network results when trying to find TV online through a search query. In ANATOMY’s assessment, 43% of links on first search engine results pages (SERP) were network-based links, while 42% of links were piracy-based links. Search engines are a key pathway to pirate TV content, especially for young millennials. To beat piracy, TV networks must master the first SERP for popular show-related search queries.

“Our study looked at young millennial consumption, discovery and brand recall habits and the impact those behaviors have on a network’s brand whether it be traditional TV or OTT. What is interesting is that while networks consistently indicate that the viewer is at the center of their thinking, they don’t seem to actually analyze how users truly behave,” said Gabriella Mirabelli, CEO, ANATOMY. “We have learned that on-air promotion is still the most effective means of building brand awareness between a broadcast network’s programming and their brand. As for OTT – outside of Netflix – there is also work to be done as their promotional efforts need to be more precise in order to be effective.”

Featured image credit: Optician Training

What: Yahoo has closed a new search deal with Google after releasing its third-quarter earnings results.
Why it matters: Google will provide Yahoo with search ads, algorithmic search, and image search services for both desktop and mobile on a non-exclusive basis.

KN-NzuRl_400x400 lCKj53DE_400x400Yahoo has closed a new search deal with Google after releasing its third-quarter earnings results.

Under the terms of a new arrangement, which will become effective October 1st and las until the end of 2018, Google will provide Yahoo with search ads, algorithmic search, and image search services for both desktop and mobile. Yahoo will also decide which search queries to send to Google and will not have to meet a minimum requirement of queries.

With this new deal, Yahoo is trying to squeeze more money out of its search engine, although it lacks the technology to better manage queries and more adequately serve ads. Hence the partnership with Google, the most dominant search engine globally. Yahoo’s search network only got 12.7 percent marketshare in US desktop searches in August, while Google has nearly 64 percent, Comscore reported.

Yahoo made a similar 10-year deal with Microsoft in 2010, which according to the company,  will no affect on the slightest Google’s deal. Microsoft helps Yahoo powers its search engine in exchange for giving the Windows maker a single-digit cut of search ad revenue. However, Microsoft and Yahoo loosened their arrangement in April, adding in a termination clause that would let either company walk away from the deal with four months’ notice.

“Google’s offerings complement the search services provided by Microsoft, which remains a strong partner, as well as Yahoo’s own search technologies and ad products, ” said Yahoo in a  statement.