Issue 67  24th June 2016

Snapchat launches a colossal expansion of its advertising, ushering in a new era for the app

Adweek's latest frontpage story is all about the release of Snapchat's platform for advertisers. Their partners have been generally divided into three groups to support the new platform, Ads, Creative and Measurement.

Why is this a big deal? 10bn video views a day, 66% of users sharing content every day, 25-30 minute session time and 80% video completion rates. Snapchat demand a lot from advertisers in terms of the format and quality of the advertising, but the results speak for themselves.

There's plenty of in-depth information in this article, as well as some interesting tidbits like the importance Snapchat place on audio, something that is definitely a differentiator from Facebook and other platforms 'mute by default' stance. Don't miss this.

Twitter adds live video button for iOS & Android & says Periscope embeds are on the way

Twitter has accelerated its live video plans with a number of video related announcements this week, adding a live video button into its iOS and Android apps so that users can directly use Periscope to broadcast live from within the Twitter app.

An interesting acquisition was made by Twitter this week in a company called Magic Pony which uses an algorithm to sharpen low res live video, enhancing its quality for viewers. Very clever, and a sure sign that Twitter plans to stream lots of video in a cost effective way with a focus on delivering a great user experience.

It's also making changes to its 6 second video app Vine. Vine creators will now be able to post additional longer videos (up to 140 seconds in length) alongside a 6 second Vine, essentially making a Vine a shop window for a lengthier piece of content.

It remains to be seen how Twitter plans to tie all its video properties together, or if it's experimenting with various apps to find a live video model that sticks.

Al Roker sets out to create the 'Live Fronts'

As live streaming continues to explode, with the addition of new services from Twitter and YouTube this week alone, Roker Media and Brave Ventures are joining forces to get out in front of the trend, and solidify it, with the announcement of a "LiveFronts" event in New York this coming October.

With entirely new opportunities for innovation in advertising and interactivity, the LiveFronts organisers feel that there is sufficient differentiation from the on-demand digital content that's presented at the NewFronts in spring, that it deserves its own event to present its unique characteristics to brands and agencies.

What makes live video different than recorded, [Ronald Pruett Jr., chief adviser, Roker Media] said, is that it allows for interaction and the ability to bring viewers into the program in real time in a way TV or recorded video can't. For this reason, live video requires a new set of rules and batch of influencers.

Making live video interactive is our day job at Axonista, so we're very excited about this stage of the evolution of the medium, even as we're slightly in awe of how fast it's happening. Bring on October!

'Improving customer experience crucial foil against Netflix or Hulu'

There was a time when it was enough for content to merely be available to the viewer, but with the ever-growing migration of audiences to mobile and interactive devices, availability is being replaced by interactivity. This demand from viewers for richer content and for more ways to engage with that content is feeding the rise of smart video systems that are able to manipulate many more video elements.

Our resident boffin Daragh Ward shares his thoughts on the future of TV apps and how personalisation and interactivity will play a major part in the future of video experiences.

Democrats’ sit-in over gun control vote showcases Facebook Live, Periscope

Periscope and Facebook Live came of age in dramatic fashion on Wednesday as Democrats in the US House of Representatives staged a history-making sit-in in an effort to move the needle on gun violence in their country.

The cameras in the House, which is controlled by a Republican majority, were turned off in an effort to stifle the effectiveness of the demonstration, but the lawmakers involved began using their phones to broadcast the proceedings via Twitter and Facebook's streaming apps. These streams were then picked up by the political TV network C-SPAN, bringing coverage to a mass audience in a way – not least because of its multi-hour duration – that has not been seen before.

While the sit-in was reminiscent of 1960's civil rights and anti-war protests, the technology used to keep the outside world informed was positively 2016.

Exclusive: Full breakdown of Hulu’s new live TV Service (U.S.)

Cord Cutters News have published an exclusive look at what Hulu are planning for their new live TV service. Hulu have been sending surveys out to subscribers, some of who happen to be readers of Cord Cutters News, and after a bit of detective work they've compiled all the details, including prices, channels and packages.

Bear in mind this could all change in six months or so when Hulu Live actually launches, but it's a great indication of what to expect.