BITB -- Screen Convergence
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Andrew Bagley's presentation at agencyside's Back in the Back training for agency account teams.
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BITB -- Screen Convergence
- 1. Screen convergenceAgencyside 2011 Andrew Bagley Dir. of Emerging Media & Client Strategy April 29, 2011
- 2. 1940 2010
- 6. Evening News Viewership Over Time Viewers in Millions Nielsen Media Research
- 7. Time Spent vs. Ad spend SOURCES: Forrester, 2009; ZenithOptimedia, 2009
- 8. Ifthese days are over. What’s Next.
- 9. Computer/ Laptop TV Gaming Car/ Navigation Out of Home Mobile/ Tablet
- 11. Computer/ Laptop Mobile/ Tablet Out of Home TV
- 12. Out of home Screen convergence
- 13. Out of Home Screen size (7”-100’) Targeting Right time right place Audience Captive Group experience Limitation Interactivity Ad units Movie Screen advertising Taxi cab TV In-flight commercials In-Store digital displays Navigation systems Sports arena mega screens Out of Home
- 14. 14 | DOOH | Budget Projections Source: AdCentricity 2011
- 15. Out of Home :: Auto Apps
- 16. Out of Home
- 17. Out of Home Air Traveler Fitness Point of Sale Auto
- 18. Out of Home Video Gesture recognition Augmented reality Holograms 3D Audio Wifi / Bluetooth / SMS Touchscreens
- 19. Out of Home :: In Venue Sports Advertising 25866 Short Code
- 20. Out of Home :: Keys to Success 25866 Short Code Contextual Relevance
- 22. Emerging Opportunities | Traditional Media Consumers perception of TV vs. Online video Source: Nielsen online July 2009
- 23. TV Screen size (7”-100”) Targeting Demographics based on TV show audience data Contextual, through relevant product placement Audience Small familial groups Passive Limitation Limited interactivity, UI constrained by remote (likely to change when mobile phone apps replace remotes) Ad units Google TV remnant TiVo, Dish and DirectTV interactive spots Product placements & sponsorships Video podcasts TV
- 24. TV:: TiVo 40% of US households have a DVR Source: Leichtman Research Group Inc., Sep 2010
- 25. TV :: TiVo
- 26. TV :: HDTV
- 27. TV :: HDTV
- 28. TV :: HDTV
- 29. TV :: DVR 53%+ 40%+ 42%+ SMARTPHONES DVR HDTV
- 32. Time shifting
- 34. TV :: Google TV TV meets WEB | AdWords meets TV
- 35. TV :: UX
- 36. TV :: UX
- 37. TV :: Google TV Apps. On your TV
- 40. Keywords/Themes
- 44. Emerging Opportunities | Traditional Media Source – eMarketer May 2010
- 45. Computer/Laptop Screen size (13”-27”) Targeting Geographic, Demographic and Contextual Audience Individual Limitations Emerging players – YouTube, Hulu, ABC.com, NBC.com, CBS.com, Fox.com, BrightRoll Ad units Prerolls and interstitials Promoted videos Sponsored videos Computer/ Laptop
- 46. Source: http://www.viralblog.com/research/youtube-statistics/ 2 Billion videos are watched on YouTube every day 42 | Nearly double theprime-time audience of all 3 major U.S. TV networks combined
- 47. TrueView Only pay if people click or watch atleast 30 seconds CPV
- 48. YouTube Annotations :: External Links
- 50. Mobile Tablet Screen size (3”-11”) Targeting Mobile phone number Current geo location (even if they are on the go) Audience Individual Limitation Emerging players – admob, brightroll, YouTube, simulcasting Ad units Prerolls and interstitials Promoted videos In app videos Simulcasted content Mobile/ Tablet
- 51. Mobile/Tablet :: iAd iAd Download Apps Watch Videos Play Games
- 52. Nielsen observed that one in seven people who were watching the Super Bowl and the Olympics opening ceremony was online at the same time.
- 53. Mobile/Tablet :: Simulcasting 58% watch TV while Simultaneously using Internet at least 1X/month - Nielsen
- 54. Andrew Bagley | Screen Convergence Screen Convergence 1 website many Presentation Layers Website TV Mobile Tablet POS can be interactive with DOOH and Apps Apps for Mobile/TV/Auto Hold Traditional ad buys to Digital standards Analytics Feedback mechanism Cost/View (TrueView) 50 |
- 55. THANK YOU. Andrew Bagley Dir. Of Emerging Media & Client Strategy abagley@sitewire.com sitewire.com @sitewireagency facebook.com/sitewire youtube.com/sitewire
Notas del editor
- From the 1940’s to Now we’ve gone from 9 channels and brands that succeed had huge budgets and broad appealToday there are over 1300 channels with incredible diversity and anybody can air a commercial (RedHouse furniture)
- ProblemVariety has splintered viewership so much that it’s difficult to gain critical mass, unless you have the budget to run on primetime,
- and even if you do have the budget to run on primetime (and I know that some of you do) a large percentage of your target audience is fastforwarding through your commericals
- In many cased we are seeing a decline in viewership amongst the major networkshttp://www.stateofthemedia.org/2010/network_tv_audience.php
- MediumHours/Wk%Ad Spend (B)%Television13.536% $ 171.50 42%Internet12.233% $ 54.10 13%Radio6.217% $ 33.60 8%Newspapers3.18% $ 101.90 25%Magazines2.57% $ 45.00 11%37.51 $ 406.10 1Sources: Forrester, 2009; Zenith Optimedia 2009
- http://www.rmgnetworks.com
- http://www.imediaconnection.com/content/28902.asp
- For released SDK for Sync appshttp://www.pcmag.com/article2/0,2817,2370507,00.asphttps://secure.syncmyride.com/Own/Modules/Developer/Subscribe.aspx
- How many of you have digitalscreens or have the capability to set up digital screens in your retail stores? Are you effectively using them as an alternate revenue stream through ads sales or as a tool to drive more sales?
- http://www.youtube.com/watch?v=0cKAtz4eKMg
- Captive Audience – If they don’t act now, they’ll probably be too drunk to remember it tomorrow. By adding an activation mechanism such as SMS or a QR code you can dramatically increase the effectiveness and measurability of your campaigns.Sean – of the people that entered the SMS sweepstakes, how many of them converted to leads for State Farm? Answer 12%
- http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/07/trustinadvertising0709.pdf
- How many of you own a DVR?How many of you fastword through commercial more than 50% of the time? How many of you want to pay for commercials that are being fastforwarded?
- How many of you own an HDTV?
- How many of you own an HDTV?
- How many of you own an HDTV?http://www.richardlomeli.com/Site/iLEVEL_files/small%20old%20tv.png
- How many of you own an HDTV?
- More than half of US TV households now have a high-definition television and receive HD signalsMore than a third of homes have a digital video recorderThe timeshifting audience increased by 14%, to more than nine anda half hours per month. As timeshifting increases, the rate ofcommercial viewing during playback remains steady. Onaverage, viewers watched 45% of commercials duringhttp://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011/
- More than half of US TV households now have a high-definition television and receive HD signalsMore than a third of homes have a digital video recorderThe timeshifting audience increased by 14%, to more than nine anda half hours per month. As timeshifting increases, the rate ofcommercial viewing during playback remains steady. Onaverage, viewers watched 45% of commercials duringhttp://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011/
- More than half of US TV households now have a high-definition television and receive HD signalsMore than a third of homes have a digital video recorderThe timeshifting audience increased by 14%, to more than nine anda half hours per month. As timeshifting increases, the rate ofcommercial viewing during playback remains steady. Onaverage, viewers watched 45% of commercials duringhttp://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011/
- How many of you have the internet hooked up to your TV?“Nearly a quarter of US internet users have already connected their TVs to the internet and another quarter would like to,” said Paul Verna, eMarketer senior analyst. “That means that if the number of people who wish to connect their TVs did so, the universe of web-enabled TV would be approximately 108 million viewers, using eMarketer’s estimate of 221 million US internet users in 2010.
- What looks good on a PC will not necessarily look good on TV and Vice Versa, so you need to be thinking about device detection and presentation layers
- We’ve been talking about interactive TV for years. Why hasn’t it taken off?Remote = $250
- ProblemVariety has splintered viewership so much that it’s difficult to gain critical mass, unless you have the budget to run on primetime, and even if you do have the budget to run on primetime a large percentage of your target audience is fastforwarding through your commericals
- http://psdvibe.com/2009/03/04/design-lab-tv-styled-layout/
- http://psdvibe.com/2009/03/04/design-lab-tv-styled-layout/
- $3CPMhttp://psdvibe.com/2009/03/04/design-lab-tv-styled-layout/
- Apple's new tools to keep people in the app while still showing them advertising—sort of like popover browser windows.
- For embedded video:Find the link to the youtube video you want to embedGo to http://www.mediaconverter.org/Convert the video to mpeg format and download when the conversion is doneGo to Insert > Movie…Choose if you want it to play automatically or when clicked
- http://www.briansolis.com/2010/03/the-future-of-broadcast-media-is-social/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Pr20+(Brian+Solis+RSS)The Web is becoming part of us and we’re bringing it to everything we experience in the real world and now, also on TV.Nielsen observed that one in seven people who were watching the Super Bowl and the Olympics opening ceremony was online at the same time. And, that number will only continue to escalate. As such, networks are seeking to capitalize on the social effect. Jon Gibs, a vice president at Nielsen, told the NY Times that he is encouraged by recent Olympic data that shows simultaneous TV-and-Web viewing signaled the growing importance of interactivity to the television experience, “Increased usage of social media is definitely driving the ratingsToday, TVs offer networking capabilities, quite literally. For example, my Samsung TV is connected to my Apple network hub in the living room, which allows it to connect to several social networks including Twitter. While viewing a program, I can view my Twitter stream on screen and also tweet directly from the TV (wish it had a keyboard however.)
- For embedded video:Find the link to the youtube video you want to embedGo to http://www.mediaconverter.org/Convert the video to mpeg format and download when the conversion is doneGo to Insert > Movie…Choose if you want it to play automatically or when clicked