THE SOLUTION TO iHEART’S DEBT PROBLEM . . . MORE DEBT!: As covered in previous blog posts, iHeart has made numerous attempts to gain agreement from its creditors to refinance over $20B in debt as a way to stave off bankruptcy. To date very few debt holders have shown interest in the deal. But in a late breaking development one of iHeart’s institutional lenders has floated a proposal to issue another $500K in debt to iHeart (think of this as a cash lifeline to keep the patient alive), in return for an equity stake in the company of 49% ownership in all business units if iHeart were to break up during bankruptcy liquidation. This is a pretty savvy hedge play for iHeart’s creditors, because the biggest fear is a huge loss on their loan principle if iHeart goes bankrupt. By offering some extra working capital as the carrot, they can lock down equity in case of a breakup. No word from iHeart on whether or not they’ll take this agreement, but I’m guessing they don’t have many other good options.
THE TIME SPENT = ENGAGEMENT FORMULA WORKS FOR VIDEO TOO: For years digital audio publishers like Pandora have been pressing the advantage of time spent on their platforms. The logic path is simple . . . the more time users spend with a publisher the better chance brands have to create relationships with those users by storytelling in an uncluttered/unrushed environment. As it turns out, that same rule about time spent equaling engagement also applies to video, as highlighted in the following AdWeek link. The research and accompanying infographic come from a video tech firm called TwentyThree. Their “State of Online Video 2017” study shows that shorter isn’t always better when it comes to video. Longer form videos in the 2-5 minute range, especially user-rendered video on publishers’ websites, perform very well on engagement metrics. Keep in mind we’re not talking about video ads which are several minutes long – this has to be relevant video content the user wants to view. Publishers who deliver this kind of content will have devoted and engaged audiences, who then become the perfect subject to serve the occasional OLV ad to. (You knew I had to throw that in somewhere, right?!?)
THE GOOGLE GLASS ZOMBIE COMES BACK FROM THE DEAD: Remember the hype around Google Glass 3-4 years ago? These wearables were going to change the way we used technology by utilizing retina control of a full computer right in the frame of your glasses. But there were two problems. The devices didn’t work very well, which is something Google eventually could have debugged. And they also seemed really creepy – as in you’re somehow undressing me with a see-through-clothes app. The combination of these two issues doomed Google Glass to the interesting ideas which never took off file . . . until now. It turns out Google has been quietly working on a commercial application in a platform called Glass Enterprise Edition. The early reviews of Glass EE in manufacturing are strong, as noted in the attached Wired.com link. Worker productivity is up, and assembly lines no longer have to include computer work stations. Industry experts predict mainstream adoption of Glass EE, with up to 15M sets being used in the workplace by 2025. And the best part, nobody has to pretend the tech-fashion picture on the left is actually cool, because there’s a legitimate work use in the picture on the right.
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