Peloton, but for cooking

Ask questions and interact live with your favorite celebrity chef, such as Guy Fieri or Martha Stewart, right in your kitchen. Linked to your Amazon Prime account. Need a peeler and some limes for this recipe? Amazon will send them over.

From The Verge: “Food Network says it’s specifically modeling its classes after Peloton’s live-streaming model. Food Network is banking on the power of its personalities, and the $7 streaming fee starts to make sense when it’s viewed as an exclusive membership, giving fans the chance to interact with their favorite stars.

Netflix may get Seinfeld in 2021, and Apple TV Plus may have all of, like, 10 shows — but only Food Network Kitchen will give its users the chance to interact with Guy Fieri and ask him cooking questions live. I’m imagining it to be the equivalent of your favorite Food Network personality doing an Instagram Live, but with way better streaming quality (have you ever sat through an Instagram Live you didn’t immediately want to exit?). And maybe that alone is worth paying for.”

Why it’s hot:

Since it’s on Amazon, it’s integrated with Amazon Fresh, so you can choose a recipe you want to learn and have the ingredients delivered to your door before the class begins. Agoraphobics rejoice!

It’s live streaming, but with food celebrities. But it could be any celebrities you otherwise wouldn’t have such intimate access to, doing anything. In a world where most content is given for free, it reinforces one notion of celebrity, in that you have to pay to have access them.

Viewers Pay More Attention To Connected TV Ads, Study Finds

A new multiscreen viewability study that measured consumer attention to advertising reveals that overall attention to pre-roll ads is highest among connected TV (CTV) watchers.
Eye tracking showed that 89% of a CTV pre-roll ad was viewed, compared to 81% on mobile and 78% on desktop. The multiscreen viewability research, conducted by Nielsen and video ad tech firm YuMe, found that CTV ads achieve a higher level of attention, recall, favorability, and purchase intent, all key brand metrics.
The study compared the actual time a viewer spent watching an ad (according to eye tracking) against the total time the ad was viewable for CTV, desktop, and mobile campaigns. The study defined a viewable ad as the total time an ad is in view in seconds.

Among the study’s findings:
–Unaided ad recall is highest on CTV. Pre-roll ad recall for CTV was 73%, compared to 69% on mobile, and 65% on desktop.
–Nearly all CTV ads meet the Interactive Advertising Bureau and Media Ratings Council standard for viewability with 98% of all CTV ads tested exceeding the minimum mobile viewable display advertising impression standard of two seconds and 50% of an ad in view.
–Time spent viewing an ad correlates with overall brand lift. Across all the devices and ad formats tested, length of viewing time correlated with higher recall and purchase intent.

“It’s a credit to an experience that closely mirrors broadcast and cable TV viewership,” Michael Hudes, chief revenue officer, YuMe, told Real-Time Daily via email. “Given the positive brand resonance, CTV should be considered core to marketers’ cross-screen strategies.”
Hudes noted that the findings build on insights gleaned by YuMe through a study with IPG’s Media Lab, in which pre-roll was found to be the most engaging and least intrusive video format.
Ads from auto, consumer packaged goods, financial services, and retail marketers were viewed by consumers for the study. YuMe said 400 respondents interacted with video content across CTV, desktop, and mobile to compare viewability.

Why It’s Hot

Connected TV users are forecast to reach 202.1 million by 2020, and represent 60.4% of the US population, up from 56.1% in 2016, according to eMarketer. The trend is led primarily by the popularity of smart TVs and streaming devices from Amazon, Google and Roku and from subscription services, such as Netflix, Amazon and Hulu.
Marketing Implications – SVOD subscriptions are particularly strong among millennials and families with kids, according to Frank N. Magid Associates. The company noted that 72% of US internet users subscribed to an SVOD service in 2016, but the percentage among millennials was considerably higher, at 86%. Families with children in the household also indexed higher.
Connected TV allows marketers to marry the visual appeal of TV-style ads with the targeting and measurement capabilities of digital.

Hulu Lets You Watch Shows In A Virtual Living Room With Friends

Hulu recently announced an update to its mobile VR app for the Gear VR and its desktop app for the Oculus Rift, both of which will enhance the experience of viewing Hulu-branded content in VR through layered social dimensions.

Slip on a headset and join your friends as avatars composed solely of a floating head and hands, where you can share an Oculus Room and watch movies together. You’ll further be able to play with objects like a TV remote around the virtual space thanks to the inclusion of the Oculus Touch, though lack of avatar customization and the limited use cases for hands help center the attention around Hulu’s media.

Though social in VR is a hot topic, establishing a sense of community within an experience is difficult for a number of reasons – for one thing, most Hulu viewers don’t own a headset. Among those that do, not all of them actually use the platform on their Gear VR or Oculus. Moreover, the physical act of donning a headset is quite isolating; Hulu will have to mold the experience around tech-savvy friend circles who are comfortable sharing experiences digitally despite being distant in the material world.

View here

Source: PSFK.

 

Why It’s Hot:

Social VR is a category to keep an eye on. Brands are trying to take the “coldness” and “oneness” out of VR and recreate experiences of time with friends and family.

 

Mind control your Netflix

MindFlix is an experimental headband that lets wearers scroll through and select titles on the service with only their thoughts.

Wouldn’t it be great if Netflix could just read your mind and pick out the exact thing you were in the mood for? The technology’s not there yet, but if MindFlix is any indication, that future is not far off. During a 24-hour hack day, Netflix employees were tasked to come up with projects centered around the service. MindFlix is one such project, using a special brainwave-reading headband made by Muse, allows users to scroll through and select items the interface through simple head movements and thoughts. For example, once the wearer decides on what they want to watch, they simply think ‘play’ and the selection starts on screen. It does this by sensing back activity and linking it to pre-selected actions, making finding something to watch easier and faster than ever.

Source: PSFK

Why It’s Hot

We’ve been talking about Voice Recognition as a trend, but what about mind recognition? The execution here may be a little silly, but what about implications for health, emergency situations? Will there be a time where we have to recall that we used to have to touch things?

 

 

 

Connected TV Penetration at 56%

Leichtman Research Group says 56% of all U.S. homes have at least one television set connected to the Internet from a smart TV, video game set-top box, blu-ray player, and/or an Internet-connected TV-video device, such as Roku, Apple TV, Chromecast, or Amazon Fire TV. This is up from 44% in 2013, and 24% in 2010. 52% of households have a subscription video on-demand service from Netflix, Amazon Prime, and/or Hulu Plus.

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Some 33% of adults on a daily basis, and 58% weekly, watch video on non-TV devices — home computers, mobile phones, iPads, tablets, and eReaders. This is up from 27% daily, and 53% weekly two years ago.

Why It’s Hot: We currently leverage connected data sets (assignment of unique user IDs to all devices used/owned) to understand how people are reached by our TV commercials and to use digital video channels to provide a more optimal video experience to those people; e.g., delivering more exposure to those who are under-reached, exposing those who have been viewing our competitors’ commercials, et al. However, TV still dominates in terms of penetration and offers almost no control over message delivery (e.g., targeting, frequency management). As more HHs convert to connected TVs and as viewing shifts from linear TV to on-demand, subscription-based TV, marketers will have much more control over message delivery and theoretically, will deliver an experience that is better for the consumer (no more message bombardment caused by marketers who are trying to attain 1% more reach) and for business.