Balancing Customer Experience and Revenue · •61% of consumers globally watch TV & video on their...
Transcript of Balancing Customer Experience and Revenue · •61% of consumers globally watch TV & video on their...
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Brightcove Inc.
Balancing Customer
Experience and Revenue
1
Steve Farmer
Director of Sales, EMEA
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The Shift in Consumer
Viewing Habits
• 1.6 billion people globally watch online video on
connected devices1
• In the US, nearly 7 in 8 Americans watch online
video, with more than half doing so daily2
• 61% of consumers globally watch TV & video on
their smartphones, an increase of 71% since 20123
1“The OTT Playbook” Parks Associates, June 2015 2“US Digital Future in Focus” by Comscore, March 2015 3Ericsson ConsumerLab TV & Media Report”, Ericsson, September 2015
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Brightcove Inc. 3 3
Video Presents Great
Opportunity
• Video ad views on smartphones grew 107% from
Q2 2014 to Q2 2015.
• Ad views on OTT devices are up 194% in the
same time period.
Source: Q2 ‘15 Freewheel Video Monetization Report
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But Also Some
Challenges…
• Maximizing inventory across multi-platform video
experiences
• Ensuring a quality playback experience
• The rise of ad blockers
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Challenge #1: Ad Blocker
Usage is Growing
“Ad blocker usage has
grown to 198M monthly
active users or a 41%
growth YOY.”
–B&T Magazine
August 2015
“That’s a real impact on our
business. We don’t have a
solution for [overcoming
ad blockers] now.”
- Mike Dodge, COO, Evolve Media
October 2015
“The rise of ad-blocking
could herald the end of
the free internet.”
– John Naughton, The Guardian
September 2015
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Where Does Ad Blocking Occur?
Source: PageFair and Adobe
2015 Ad Blocking Report
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Protecting the Economics of Ad
Supported Media
“If we block every ad there is, there
will be no content. That is a very
dramatic position to take, but there’s
some truth to that.” –Lisa Valentino, Chief Revenue Officer for Condé Nast Digital
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Challenge #2: Multi-
Platform Viewing
• Consistent, ad-supported video experiences
need to be delivered to a growing diversity of
devices and operating systems
• Despite only major mobile operating systems -
iOS and Android - both are updated frequently
which creates development fragmentation within
each platform
• Numbers of interest: 24,000 & 10%
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Connected TV and TV
Streaming Devices
• 138.8 million in US using a connected TV at
least once a month in 2015.
• 191.4 million in 2018, representing 71.4% of
Internet users.
Source: Streaming Media Device Landscape, August 2015
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Challenge #3: Multi-
Platform Ad Delivery
• Mobile devices continue to plague publishers and
consumers alike with poor ad experiences
• Standard client-side ad serving approach involves
many steps and requests back and forth
• Net result for publishers:
• Delays
• Buffering between ads and content
• Errors with different creative formats
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Brightcove Inc. 11 11
Three Challenges…
One Solution
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The Time is Now
for SSAI
• Defeats ad blockers
• Reduces or eliminate dependency
on player plugins
• Provides a more “TV-like”
experience across platforms
• Focus of new Vast 4.0 spec to align
industry support
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Case Study:
“With Brightcove Lift, we’ve seen
significantly improved quality and
consistency in the video playback
experience across mobile devices
which allowed us to re-enable ad
delivery.” –Brendan Murphy, Product Manager, Video, at Vox Media