Election Night Online Streaming Up Four Times, Akamai Says

By on 11/15/2012 6:17 PM @

MONACO — The presidential election was a milestone for video streaming, with a three to four times greater volume of streaming at peak than the 2008 election, Bill Wheaton, Senior VP and General Manager, Media Divison at Akamai, tells Beet.TV in an exclusive interview at the Monaco Media Forum. During the election, online video streams peaked at 11 pm ET when President Barack Obama was elected for a second term, with traffic growth coming in part because of more consumer use of smartphones, tablets and PCs than four years ago.

“It’s a combination of the number of connected devices…but the other thing that drives up the comsumption of video by the end user is the adoption of adaptive bit rate streaming,” he tells us. With adaptive bit rate streaming, Akamai can adjust the bit rate based on the connection each user has to the Internet at the time. Bit rates have risen 50% to 60% per end user over the last few years as this technology has grown in usage, he adds. Better bit rates drive up time spent with video, and engagement with the video, because of a higher quality viewing experience.

The Olympics were also a watershed moment for online video. The quality in bit rate rose by 50% for the Olympics programming compared to the World Cup two years before, Wheaton says. He adds that Akamai delivered almost 10 million hours of viewing time for the Olympics, working with more than 23 broadcasters in more than 60 countries.

-Daisy Whitney

Recent Videos
image
Hulu’s Hopkins: We are the Biggest Ad-Supported Video Play in the Living Room

CANNES –  Hulu, the giant video portal supported by three of the four U.S. television networks, has become the biggest ad-supported, IP-delivered platform in the living room, says Mike Hopkins, CEO in this interview with Beet.TV Regarding advertising, he says that Hulu has found the right mix of ...

image
Artificial Intelligence Technology Poised to Rock Ad Business: PHD’s Cooper

CANNES —  Artificial intelligence is poised to become one of the biggest changes wrought by technology in the advertising business in the years ahead, says Mike Cooper, CEO Worldwide of PHD, in this interview with Beet.TV.  “In ten to fifteen years time, artificial intelligence will take ...

image
How Bank of America Is Reaching Millennials via Vice and Pinterest

CANNES — In an effort to reach millennials, Bank of America turned to a platform and a publisher that people don’t closely associate with financial services: Pinterest and Vice. The conversation with Vice CEO Shane Smith began in Cannes a year earlier and led to a video series the bank is sponsoring ...

image
Civolution’s Teletrax Focuses On TV-Synced Digital Ads

CANNES — After Philips bought out its part-owned UK video watermarking company Teletrax in 2008, it rolled it up in to a new unit called Civolution, which also offered TV event audience measurement and second screen functionality. Now Civolution has sold off the latter pieces to Kantar, it is ...

image
E-commerce Huge: Our Competitor is Walmart, Not other Media Agencies, GroupM Chair Irwin Gotlieb

CANNES — The ad spend on paid media has dramatically dropped over the decades, representing one of the biggest evolutions in the marketing business, Group M’s Irwin Gotlieb tells Maria Mandel, VP Marketing at AT&T AdWorks, during this leadership session with AT&T AdWorks on “The ...

image
Big Change in Video Ad Format with the Rise of Vertical (Portrait), GroupM’s Rob Norman Explains...

CANNES — Social platforms have made some big announcements in recent weeks, with both Twitter’s Project Lightning and Snapchat’s 3v Advertising due to usher in auto-playing, full-screen videos. You might expect that vertically-oriented video would present a challenge to advertisers, who, ...

image
Omnicom And Partners Push Ads To Drive Commerce: Nelson

CANNES — A common theme out of the recent Cannes Lions advertising festival is advertisers’ quest to turn messages in to actual ecommerce sales. That’s what agency Omnicom’s digital CEO Jonathan Nelson is shooting for, too, with big partners. “We’re huge partners with ...

image
How Choice Enhances Ad Engagement: true[X]’s Levy

CANNES — TV ads aren’t as effective as they could be online because viewers instinctively want to be able to exert choices over otherwise passive content. That’s according to an ad exec whose company enables that functionality. “We have incredible budgets for television commercials. ...

image
VivaKi’s Bertozzi Sees Advertisers’ Programmatic Confusion Dissipating

CANNES — The rise of automated, super-targeted advertising known as “programmatic” has been complex and fast. Sometimes, ad tech players have not helped themselves by obfuscating their offering in obtuse language. But one of the key execs in the space says he observers advertisers ...

image
Yahoo Now Reaches 188 Million Video Viewers: Utzschneider

CANNES — Yahoo arrived at Cannes last month ready to talk about video and programmatic. Lisa Utzschneider, the company’s SVP-Sales, Americas, observed that Yahoo’s video offerings now run the gamut from long-form original content (such as a custom opportunity for Honda in “Community”) to short ...

image
Ad Fraud Is An Erupting Volcano: Bank of America’s Paskalis

CANNES — After a couple of years of estimates that upwards of 30% to 50% of online ad impressions may have been fraudulently served by nefarious bots, it has begun to seem like platforms have gotten across the problem. Try telling that to Lou Paskalis, who holds the marketing purse strings as Bank of ...

image
Vivaki, Cadeon: How Ad Agencies Are Rebooting Their Programmatic Ops

CANNES — For businesses that have often preached the dangers of operating in “silos”, it’s ironic how siloed ad agencies’ programmatic ad tech operations have been within their own companies. But that is now changing, with a couple of big agency initiatives to reboot how their ...

loader