dimanche 25 janvier 2015

Un Président sur YouTube : désenclaver le débat politique


Le Président Obama a fait appel à YouTube au terme de son intervention sur l'état de l'Union (SOTU, State of the Union Address, 20 janvier 2015).
En une vingtaine d'années, l'audience apportée par les chaînes de télévision traditionnelle (networks nationaux) a baissé, telle que mesurée par Nielsen ; en revanche, il semble que l'audience apportée par les médias numériques soit en augmentation et concerne surtout de nouvelles couches de population, plus jeunes (plus 12 millions de posts et de likes sur Facebook). Beaucoup de sites ont retransmis en direct et mis à disposition le discours du président (streams). Le dispositif de diffusion a été systématiquement élargi et déployé au-delà de la télévision classique (pour un bilan complet du dispositif, voir ici).


#YouTubeAsksObama a permis de conduire un débat dans une forme nouvelle. Parmi les sujets retenus par trois stars de YouTube ("YouTube personnalities") pour leurs dialogues avec le Président des Etats-Unis : accès à l'enseignement supérieur ("the best investment you can make"), relations avec Cuba, sécurité sociale ("Obamacare"), mariage de personnes de même sexe, police et minorités (racial profiling), légalisation de la marijuana, harcellement sur le Web et les réseaux sociaux ("cyberbullying")...

Question de média
Cet événement consolide l'image et la réputation de YouTube comme lieu d'expression politique et comme forme nouvelée de télévision (déjà, en novembre 2014, Obama avait privilégié Facebook pour l'annonce de sa politique d'immigration). Bien sûr, les dialogues sont encore un peu guindés, la mise en scène singeant les débats électoraux (cf. les introductions médiocres, à base d'histogrammes, d'un "présentateur" de Google News Lab). Mais, le pli est pris : la télévision traditionnelle, linéaire, perd décidément ses anciens privilèges. Sympôme d'un changement de paradigme média ?

Question de politique
Le Web peut-il permettre d'avancer sur la voie d'une démocratie plus directe, moins confisquée par des réprésentants élus professionalisés ? B. Obama, en fin d'émission, souligne son ambition de recourir grâce au Web à des moyens de communications moins vermoulus, moins compassés, plus commodes et plus proches pour les jeunes générations d'électeurs et d'électrices. Avec les médias numériques et les réseaux sociaux, la socialisation politique emprunte des voies nouvelles.

mercredi 21 janvier 2015

DOOH joins the digital and interactive media mix


The Interactive Bureau of Advertising (IAB) announced the creation of a digital out-of-home task force whose job will be "to define the growing digital out-of-home space as a channel while positioning its place in the larger digital media mix and interactive advertising industry."
This is a tipping point for this business.

For the time being, member companies are: AdJuggler, AT&T AdWorks, Audience Entertainment, Billups, blinkx and Burst Media, Brandscreen, Cadreon, Cleveland Clinic, Havas Media, Intel, Kinetic Active, Live Nation, Magna Global, NBC Universal, NEC Vukunet, Outfront Media, Titan Outdoor, Visit Florida, Vistar Media, Xaxis.
Most of these companies are engaged, in different ways, in digital advertising solutions.
One can expect the IAB, as for other digital interactive advertising media, to recommend research, standards and practices not only for marketing campaigns but also for measurement and for privacy. All of which is sorely needed now for people and companies working in the field.

Out-Of-Home advertising is changing quickly: the combination of screen and smartphones makes it possible to reach consumers on the go, passing by windows, visiting malls, railroad stations, movie theaters, stadiums, subway stations, shopping at supermarkets...
Digital-Out-Of-Home (DOOH)  is now joining the digital media and its programmatic ecosystem with ad management platforms, adnetworks, adserving, audience measurement, real-time reporting, data collection, interactivity, media trading, publishers, geo- and context marketing, creative development, etc.
And RTB is just around the corner.
DOOH (or Digital Place Based, DPB) is becoming part of the economy of context with sensors of all kinds (beacons), an economy which will be accelerated et generalized by the Internet of Thing and wearables.

samedi 10 janvier 2015

OTT everywhere. A media paradigm shift?


American television goes over-the-top (OTT). Streaming, broadband, stand-alone, OTT: are we seeing the beginning of a TV paradigm shift?

Streaming started for TV with Netflix, Amazon and Hulu around 2006-2008. A few years later, as OTT flourishes, Netflix boasts over 43 million subscribers, more than HBO. Now, traditional media launch their own OTT service. Among them:
  • CBS All Access, a paid subscription channel ($6/month), on-demand. Sort of catch-up TV. All kinds of its programs with a few notable exceptions: NFL or "The Big Bang Theory". CBS will use its Syncbak server. Each CBS station will be equipped with it. Generally speaking, CBS affiliated stations approve CBS All Access. Note that since it is not part of Hulu, CBS was free to develop CBS All Access. In retrospect, it also explains the determination to destroy Aereo. In July 2015, CBS All Access reaches 75% of U.S. TV homes.
  • CBS News
  • HBO Now launched a stand-alone OTT service, like Netflix. It is not be necessary to buy packages to watch HBO (included in premium bundles) as a Web streaming only service. No need for a pay-tv subscription. HBO is expecting 10 million subscribers. HBO costs $16 a month while Netflix is sold for $9 (in the USA). HBO Now $14,99 per month (via iTunes Store)
  • Showtime (CBS Group): the President says Showtime is "prepared for an OTT World" (Showtime's OTT service to debut in July 2015, $10.99).
  • Dish Network launched its OTT service in February 2015, Sling TV streaming 19 channels for $20 (600,000 subscribers, February 2016)
  • ESPN will create a stand-alone service with NBA
  • For Starz, "going OTT is a no brainer for content owners". Launched in April 2016 ($8,99).
  • In December, DirecTV launched YaVeo, a service for Spanish-language programming ($8), in December 2014, including programs from Univision, Caracol, etc. YaVeo was closed in December 2015.
  • Nickelodeon (Viacom) will launch Noggin, an OTT channel dedicated to children using mobile in 2015 ($6)
  • Major League Soccer will go OTT in 2015 too
  • Urban Movie Channel (UMC) launched in February 2015
  • Watchable by Comcast (beta version, September 2015)
  • Cox Flare MeTV (November 2015), Flare Kids
  • CuriosityStream, non fiction programing, 2015
  • Verizon Communications: Go90, free to start with (October 2015)
  • Smithsonian Earth, $3,99 (November 2015)
  • Univision Now (Univision, UniMas), $5,99, launched in November 2015
  • SeeSo, comedy channel, launched by NBC (January 2016)
  • FilmStruck, streaming service, announced by Turner (April 2016, Time Warner)
  • Playstation Vue, launched by Sony in March 2015 (120 000 subscribers in June 2016). Cloud DVR.
  • Hulu: slimmed-down bundle (planned Q1 2017)
  • DirecTV Now (with AT&T, planned March 2017)
  • Glosi ($9,99): hispanic multiscreen service with Cox (2017 ?) 
A new TV paradigm? What are the implications? For the time being, the development and generalization of OTT television poses many questions.
  • HBO and Showtime going OTT could interfere with MVPDs (Multiple Video Programming Distributors) like DirecTV and MSOs, which sell HBO or Showtime as a flagship product in a bundle, a mix of programs. Is there a risk of cannibalization?
    • Could OTT increase the propensity to leave bundling, raising the number of cord-cutters or cord-nevers? Will MVPDs sell the streaming service too? What are the consequences on MVPDs and their bundle economy? Is this the beginning of the end for MVPDs?
    •  
    • Would OTT become just another way to sell TV programs, as CBS says? A "supplementary offering" to reach broadband-only homes (cord-free)? 
    • How about Net neutrality? The FCC will vote on new rules. Netflix is criticizing the Republican "fast lane" proposition, calling it a "misconception", but the FCC wonders if Netflix is not building or testing its own "fast lane".
    • What about advertising? OTT channels do not carry commercials. But this could change... Could free OTT with advertising make sense?
    • How will commercial measurement keep up with these new platform developments?
    • In the long run, will every network develop its own OTT?
    Screenshot of http://www.cbs.com/all-access/