TechInk: Ads, Viewing Habits, and Tablets

/ Aug 2, 2013

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TechInk is a weekly series that rounds up the important and interesting things you need to know when it comes to digital video tech, from new product launches to product updates; the latest happenings in ad tech, analytics, and measurement; and, of course, research. At the end of the day, we just want you to be informed if some crazy guy walks up to you and says: “Hey! What’s the deal with all these tablets?” Enjoy.

Tremor Video’s banner videos only earned 4%of the company’s revenue last year and, as a result, Tremor’s giving them up in favor of its in-stream-only ads. Not only are they easier to track and enable the industry’s transition to selling TV-style ads off of TV but they also have a higher engagement rate. Of course, this is because online ads can encourage direct interaction with the video as it’s happening with calls to action like “Click here to” or “mouse over to.” The company notoriously nosedived after its stock market debut, but has remained mostly near the $8.5 mark since July 9.

E-reader purchases have decreased by 9% between 2011 and 2012, but tablet ownership has increased (in the same span of time) by 33% — putting the total number of broadband households with the strongly favored tablet at 48%. Despite those massive increases, another study found that the smaller the screen, the less likely people are to perform other tasks while watching television on it. Multitasking occurred for 14% of smartphone, 27% of tablet, 31% of desktop and laptop, and 34% of TV set viewers, clearly showing that the smaller the screen, the more likely the viewer is to focus on only the screen. Viewers watching off of TV sets also typically watch more TV than set viewers and are more likely to use social media to talk about their favorite shows.

Speaking of something with a lot of online views and possibly too much social media, Streamworks worked in partnership with the Associated Press to bring streaming video news of the royal baby to at least 3.5 million viewers. The live broadcast was also available on both desktop and mobile through The Sun, The Telegraph, and The Daily Mail. Streamworks CEO Ray Mia, perhaps sharing a little too much information, said, “As with any birth there was a lot of sweating, screaming, and pain, but in the end the result made it all worthwhile. I dare say the royal couple were quite pleased with their production as well.”

Hulu is actively working with Google on bringing Hulu Plus to Chromecast. The USB-dongle-sized device, which plugs into your TV in order to let you fling videos and other content from your smartphone or tablet to your TV, has been a hot ticket item. Google’s free three-month Netflix membership promotion ended the day after release because the orders were too high. Amazon and Best Buy have also already run out of Chromecasts, which explains Hulu’s sense of urgency to add it to their large list of Hulu Plus compatible devices.

blurbIQ partnered with Sun Media Productions to improve their Interactive Video Platform, which specializes in online and mobile interactive ads. blurbIQ’s specializes in gamifying ads, turning them into rewards systems where viewers can earn points and rewards for their brand knowledge. SMP is being brought in to improve the iqVideoiqAdventureiqBuildItiqChoiceiqeCommerce, iqSkipAd, and iqSearch offerings.

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