Interactive TV News Round-Up (VI): ODG, B.net, Smithsonian Channel, YuMe, zeebox
--On Demand Group Launches Subscription VOD Service for Croatian MSO, B.net
--Smithsonian Channel iPad App Lets Viewers "Create Your Own Channel"
--YuMe Launches Placement Quality Index (PQI) for Digital Video Advertising
--zeebox Provides "Sneak Preview" of its Advertising Campaign
Because the [itvt] editorial team has been working on The TV of Tomorrow Show 2012, we are covering stories in this issue in round-up/summary format.
- SeaChange International's VOD content-aggregator subsidiary, On Demand Group (ODG), said Thursday that it has launched a subscription VOD service for Croatian cable MSO, B.net. "The service builds on the successful launch of the transactional video-on-demand (TVOD) movie service launched by B.net in December," the company states in its press materials. "The new SVOD service will allow B.net consumers to view a wide range of premium TV content, including hundreds of their favorite TV shows, the best kids' programming, classic movies and the very latest music videos, whenever they want, with complete control to pause, fast-forward, rewind or watch programs over again." Said B.net CEO, Adrian Jezina: "On Demand Group's VOD focus, service management and added-value marketing skills will allow us to further enhance our services, and combined with our other services, allow us to offer the consumer a total TV experience to watch the program of their choice whenever they want. This service, which will be branded as B.net Videoklub in the local market, is the first of its kind in Croatia and we expect our users to appreciate the 'all-you-can-eat' approach to enjoying the content, within a fixed monthly fee."
- The Smithsonian Channel has launched an iPad app, which it bills as "introduc[ing] a brand new way to watch, find and explore our vast video collection." Key features of the new app, according to the channel, include: "1) Story Space, a playlist-builder that allows you to create your own channel based on your interests. 2) Hundreds of videos. 3) Rotating selection of full episodes. 4) Smart auto-play mode to continuously play related videos. 5) Facebook, Twitter, and email sharing capabilities. 6) AirPlay integration. 7) Channel Finder to check on-air availability. 8) Notifications for new and featured content. 9) On-air schedule."
- Digital TV advertising infrastructure company, YuMe, has launched the YuMe Placement Quality Index (PQI), which it bills as a proprietary algorithm that monitors and identifies the optimal placement of video advertising on digital properties. "In this age of site list parity, media buyers need a better way to evaluate expected performance for their campaigns," the company states in its press materials. "Not all impressions are created equal, and the PQI ensures that campaigns deliver the best possible performance and maximum impression value to align with brand marketing objectives. YuMe's PQI algorithm is a composite function of key performance metrics that are important to brand marketers including: interaction rate (IR), video completion rate (VCR), video player size, player on-page location, among many others based on campaign objectives. A baseline PQI is calculated continuously for YuMe's Connected Audience Network, so new campaigns can be evaluated in real time against the average performance of the entire network. Additionally, as the campaign progresses, the real-time PQI calculations allow YuMe to automatically adjust campaign placements to optimize overall performance. As a result, the PQI highlights new opportunities to maximize the value of each impression per the advertiser's desired price point, ensuring that each advertiser gets what they pay for...YuMe has conducted extensive testing to demonstrate the impact of utilizing a PQI-based media allocation compared to a traditional site-list based media allocation on video ad campaign performance. In one instance, YuMe compared a set of 10 campaigns with major travel and telecommunications brands utilizing the PQI algorithm against 10 campaigns that opted out. These campaign sets and audience targets were identical, and the associated creatives were placed on the same digital publisher properties. Key findings of these tests include: 1) PQI-optimized video ad campaigns yielded a 215% lift in Interaction Rate (IR) as compared to campaigns which were not. 2) PQI-optimized video ad campaigns yielded a 90% lift in Video Completion Rate (VCR) as compared to campaigns which were not. PQI ultimately proves that site lists are less important than the actual placement on a page. One site might perform well for one campaign and quite poorly for another. PQI unearths valuable publisher inventory wherever it might exist based on the campaign type and goals."
- As [itvt] reported earlier this week (see the article published on itvt.com, February 28th), zeebox, the second-screen social-TV company that was co-founded by former BBC iPlayer chief, Anthony Rose, will kick off a UK advertising campaign this Saturday, that will air 12,000 spots on Sky and Viacom channels over the next two months. The company is now offering what Rose calls a "sneak preview" of the campaign's spots--entitled "Can we be adults about this?," "You wanna interact with me?," and "Enlighten me, zeebag" respectively--on YouTube. The spots are embedded below.