How ABC live stream will impact advertisers
Starting this week, ABC is going to live stream most of it’s shows via app on iPhone, iPad, and Kindle Fire in two locally selected markets around New York and Philadelphia. For those trendsetters with a Roku streaming internet box, the concept of “Zero TV” becoming more prevalent in U.S. households, forcing major networks to reconsider content delivery systems, shouldn’t come as a surprise. If you are an “On Demand” program watching customer from Nextflix or Amazon Prime, the transition away from Cable and Satellite is also already in process for you. (five million U.S. homes, according Nielsen, have “zero TV”)
Subscriber Fees and user access to feed:
Just as land line usage has been diminishing over the past several years (in 2006, only 10% of adults lived in a mobile-only household. U.S. adults with a mobile phone with no land line increased 34% for the first half of 2012), cable and satellite subscriptions have also been waning. Cord-cutting was a primary factor in diminishing Cable and satellite TV subscription growth in 2012.
What makes the ABC move interesting is the tie between the cable company and user. ABC’s streams will only be available to authenticated cable subscribers. With the continual shift towards zero TV households, how long will it take ABC affiliates to join the live stream team?
Technology shifts
Local affiliates wanting to live stream their feeds will need an upLynk Linux box that taps into their live broadcast feed, uploaded to Amazon’s EC2 cloud, where programming is transcoded in real time. Is this a response by Disney (owner of ABC) to Aereo’s entry into the live streaming media market place.
How ABC live stream will impact advertisers:
ABC is removing generic ads and replacing them with targeted ads served on iOS devices. Nielsen cannot measure live mobile viewing and report on performance. Adobe recently launched Adobe Primetime product suite, created to help MVPDs and broadcasters manage ad-insertions and optimize mobile web streams. Did Google lose an opportunity by shutting down their TV ad platform? Could their Adwords Content and Display Network have dovetailed into this new streaming content ad opportunity?
I am not sure how this will all play out moving forward, however feel free to leave a comment so we can discuss further
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