The halls were alive with the sound of drones this year at NAB, the National Association of Broadcasters’ annual fete in Las Vegas. What do drones have to do with online video?
On the surface, not much. Yes, you can add a camera to a drone and perhaps live-stream the image that it captures as the small unit buzzes over the landscape nearby. But in terms of technology, they’re just cool, or frightening if you’re Overly Paranoid Rob Lowe.
What they represent to the business of content creation and distribution–the business that broadcasters support and promote–is the kind of innovative thinking happening around the edges of this established, steadfast industry.
For the first time, broadcasters gave the world an open acknowledgement that new technologies and new business models were no longer just fringe showcase items but things that they need to adopt, incorporate–heck, even embrace. That includes over-the-top video. Quite a change from years past, when OTT tech was relegated to a small section of one of the upper halls here.
On Monday, NAB President Gordon Smith laid out the case for integrating “next-generation” technologies, including OTT video, into broadcast strategy. Part of that directive revolves around the pending auction of 600 MHz of broadcast spectrum, but another big part of it is that IP video products and services are available at the scale large organizations like NBCUniversal need, are competitively priced, and are already becoming part of their production and playout setups.
With the broadcast industry jumping fully on board the ferry toward online video service, OTT providers have responded accordingly.
Where the drones weren’t flying, the buzz heard around this year’s over-the-top-friendly NAB was around cloud services: From production to playout, from transcoding to transport, from all the components needed to deliver a video stream from one end of the network to the other, there was a vendor for each. And their technology, all of them said, was ready to scale to meet the demands of broadcasters’ large viewing audiences.
Perhaps most interesting in that arena was the chatter around dynamic ad insertion (DAI). It’s the first and best solution to monetize OTT video for any provider who isn’t going to add a subscription component to their service. But it was clear that DAI providers are kind of flying by the seat of their pants right now, highlighting their technologies at the show while actively developing them. Case in point is Akamai and Adobe Primetime’s collaboration on server-side DAI, which will “stitch” ads into streamed content at the CDN instead of at initial encoding. Their offering may indeed be a way to lighten the processing load at the playout level, shifting ad insertion and ad management to another part of the network. But it’s currently in beta.
One could say the majority of next-generation technologies are still in beta when it comes to scale, because the size of the OTT viewing audience, even in the next six months, just isn’t known. Analysts are predicting a moderate shift by viewers to OTT this year. But there’s certainly anticipation, or worry, that the shift will be bigger than anticipated. How well certain parts of the IP video ecosystem handle that shift remains to be seen.
But those were high-level considerations. As with last year, NAB still showcased a number of smaller startups in locations like the Sprockits pavilion, its Futures Lab and NMX. Particularly at Sprockits, and in some pre-show events, many of these companies are offering niche solutions to nattering problems like the audience measurement puzzle, social media engagement, and the user experience.
The way people watch television has already changed and it’s about time that media advertising models catch up to the current trends. Large media organizations are looking to tech for innovative solutions on how to effectively target viewers.
During NAB Show, startup program SPROCKIT brought together a panel of experts on digital advertising to share ideas and discuss ways respective companies can collaborate. As consumers continue to demand for more control over how they consume content, advertisers need more to work with as they create campaigns across multiple devices, linear television, and social media platforms.
“If you’re in advertising and you want to reach millennials, you really need to see what people are watching on YouTube,” said Jon Sofield, Head of Business Development SMB Channels, Google.
Videa | Booth N2530-29 | Website: www.videa.tv
Videa, a Cox-backed supply-side platform bringing automation and data-driven decision making to broadcast television, has entered into a multi-year partnership agreement with Videology, a software provider for converged TV and video advertising, to enable media buyers to programmatically plan, buy and report on television advertising.
Videa made the announcement today at the NAB Show where it is participating in the third annual SPROCKIT, a program that recognizes startups in media and entertainment that have immense potential to shake up the industry. Read More
By GORDON SMITH
SPECIAL TO THE LAS VEGAS REVIEW-JOURNAL
The 2015 NAB Show, the world’s largest gathering of media and entertainment professionals, celebrates its 25th consecutive year in Las Vegas this week. Your city has been a gracious host over the years, and our attendees have enjoyed the warm hospitality shown to us.
This year’s NAB Show is shaping up as one of our best ever. Upward of 100,000 attendees from around the globe have joined us, with nearly a third coming from outside the U.S. Attendees are exploring 1 million square feet of exhibit space featuring products and services from more than 1,700 companies, including 244 exhibiting for the first time. Add an impressive display of prominent speakers, panelists and honorees, and it is quickly apparent why the NAB Show is the “can’t miss” convention for the Hollywood post-production community and other movers and shakers in the media content world.
The NAB Show is exploring innovations and technologies that are changing how consumers receive content. Case in point: Our first-ever Aerial Robotics and Drone Pavilion, where dozens of aerial robotics companies are demonstrating their wares. Broadcasters view drones as an innovative way to cover breaking news in hard-to-reach locations; this show is the premiere venue for education on utilizing unmanned aerial devices as a journalism tool for the 21st century, while respecting public safety and privacy concerns.
This year, NMX (New Media Expo) is co-located with the NAB Show, with thousands of bloggers, podcasters, streamers and other new media creators in attendance as the convention explores the changing ways conversations are being shaped online.
We’re also excited to once again host SPROCKIT, which pairs start-up entrepreneurial ventures with industry-leading companies. Thirty new SPROCKIT companies have joined us this year in hopes of jump-starting their businesses. Read More
Will Collaborate on Programmatic Ad Tech
Ad tech start-up Videa has announced that it has concluded a multi-year partnership deal with Videology that will provide media buyers with tools to programmatically plan, buy and report on television advertising. Videa, which is backed by Cox, provides a supply-side platform for automating data-driving broadcast TV campaigns. It is participating in the third annual SPROCKIT program at NAB that highlights startups in media and entertainment. Videology provides software for converged TV and video advertising campaigns, with a focus on the demand side of the equation.
Read more at B&C. – See more at: http://www.multichannel.com/news/technology/nab-videa-partners-videology/389757#sthash.upXZJWcL.dpuf
Integration Offers Media Buyers Expanded Access to Converged, Cross-Screen Advertising Across Digital Video and Linear TV
LAS VEGAS, Apr 14, 2015 (BUSINESS WIRE) — Videa, a Cox-backed supply-side platform bringing automation and data-driven decision-making to broadcast television, announced today that it has entered into a multi-year partnership agreement with Videology, a leading software provider for converged TV and video advertising, to enable media buyers to programmatically plan, buy and report on television advertising.
The company made the announcement today at the 2015 National Association of Broadcasters Show(NAB Show), where it is participating in the third annual SPROCKIT (booth # N2530-29) – a program that recognizes startups in media and entertainment that have immense potential to shake up the industry. Today Videa is also hosting an informational session, “The Power of Broadcast with the Ease of Automation,” 2:00 p.m. – 3:00 p.m. PT. (South Hall # S224), which features panelists Peter Diaz, executive vice president of Gannett; Kevin Gallagher, executive vice president, local activation of Starcom; Mark Kaline, former global media director of Kimberly-Clark and Ford Motor Company; Michael O’ Brien, vice president of sales of E.W. Scripps; David Palmer, president of HRP; and Shereta Williams, president of Videa. Read More
Innovative Rich Media Company Selected to Participate in SPROCKIT 2015
Wahwah Networks, an innovative media company that connects premium display, audio, in-stream video, and rich media to quality brands and agencies via a unique ad platform, has reached 500 million impressions in the first six months since the US launch of its Entertainment Distribution Platform, the Wahwah Bar.
The Wahwah Bar offers a persistent, above-the-fold, bottom-bar radio player that allows publishers to provide personalized music to users, deliver a more engaging browsing experience, and increase monetization through additional revenue streams. Meanwhile, Wahwah’s audience engagement tool adds professional radio and personalized media—with ad revenue that can be tracked via comprehensive interactive data and analytics—to almost any blog or website in just a few seconds.
Along with achieving this milestone reach, Wahwah has also been selected as one of 30 innovative startups to participate in SPROCKIT 2015, a year-long program designed to spotlight game-changing startups. SPROCKIT 2015 kicks off at NAB Show in Las Vegas, where Wahwah will be exhibiting in the SPROCKIT Hub (booth# N2530, Pod 17) from April 13-16 at the Las Vegas Convention Center.