Longtemps cantonnée à la seule sphère Web, la bataille entre Facebook et Twitter s'est déportée sur le terrain du mobile et de la télévision. Tout un écosystème a vu le jour cette année, avec notamment des applications synchronisées à la diffusion des programmes TV. Dans ce mariage entre le Web et le petit écran s'invite un témoin de taille : les réseaux sociaux, au travers desquels les chaînes alimentent et aiguillent les conversations autour de leurs programmes. Et pour cause, l'étude Social TV réalisée par Médiamétrie avec Mesagraph révélait début octobre qu'un internaute sur 5 avait déjà posté un commentaire en lien avec un programme TV sur un blog, un réseau social ou le site de la chaîne. Même constat aux Etats-Unis où eMarketer estime que de 15 à 17% des téléspectateurs américains sont engagés en temps réel avec la TV live via les réseaux sociaux.
Having the ability to reach the same consumer across various platforms has become an increasingly sought-after tactic among marketers. The split in time spent between the desktop and mobile is now at about 50-50 in the U.S., according to the latest data from comScore.
A growing number of companies are trying to turn cross-device targeting from an aspiration into a reality. Google, for example, recently announced it would start showing advertisers paid search conversions that begin on one device, such as a smartphone, and end on another, like a laptop. Smaller firms like Drawbridge power retargeting of desktop users on mobile devices.
In that vein, location-focused mobile ad network Verve Mobile on Tuesday announced a new offering that lets marketers reach the same audience on PCs and tablets, as well as smartphones and digital-out-of-home screens. The announcement comes a month after company announced a partnership with Vistar Media to link DOOH and mobile buys.
Verve’s technology targets mobile advertising according to a grid of city block-sized geographic areas. That allows marketers to reach specific audiences like soccer moms or tech enthusiasts with mobile messages where they’re most likely to be, down to the neighborhood level.
Verve relies on its own location data, as well as that from outside sources, including the U.S. Census, public and private databases, and partners such as Placed. From that range of sources, it combines location information, IP addresses, mobile device IDs, and cookies to anonymously target the same audience across devices.
U.S. cable operator Cablevision is starting to revolutionize national brand advertising on television by giving marketers a way to buy linear spots using the audience targeting, aggregation and buying models similar to those already used online. Brands can target segments of viewers who are spread across a long-tail of smaller channels or who are watching larger channels but in low numbers during certain day-parts – audiences too small to register on a traditional audience measurement panel but which can now be identified thanks to set-top box measurement data.
Just as importantly, the advertisers can then buy these audiences on the basis of CPM (cost per thousand) multiplied by the number of impressions. This is the way online advertising is bought and differs to how television ads are traditionally traded using GRP (Gross Ratings Points), a measure of reach (% of the audience reached by the ad) multiplied by average frequency (the number of times that audience sees it).
RTL Deutschland has partnered with domestic cable operator Kabel Deutschland to deliver targeted video-on-demand (VoD) advertising to TV viewers.
Speaking at the Future TV Advertising Forum in London this morning, Marco Hellberg, project manager of strategic development at RTL Deutschland said that the companies launched the ad system late last week, with the deal due to be formally announced in the coming days.
“For now it’s the first dynamic ad insertion in Germany in a cable network,” Hellberg claimed.
He said that while linear TV advertising is still mainly about volume rather than direct targeting, “in non-linear it’s a bit different, there we are really moving forward.”
The basic idea of RBB's scenario is to enrich the local news program according to the needs and interests of the individual viewer. In some cases this may mean to just watch the daily news show as it is, in another case the viewer may prefer certain topics in some of the news items, and he or she may want to learn more about the topic in question or inform him/herself about one specific aspect. The result will be a personalised, TV-based on-demand service which directly links content concepts to online sources which will be displayed in the LinkedTV service.
The Rise of Video - is video fuelling or cannibalising the music business model?
With YouTube increasingly becoming ‘the mainstream music business’, video is now the main way to discover, consume and share music for consumers. Video is used as a fan acquisition and retention tool, driving ticketing technology, ticket sales, as well as merch & affiliate product sales. Is it becoming the main tool for driving revenue and consumption?
Is video really delivering tangible value and revenue to the artists and songwriters? With an increasingly complex web of video networks, ad networks, aggregators and Multi-Channel Networks (MCN), tracking usage and correctly assigned royalty data is becoming ever more challenging. What are the relationships and deals in place between the different players in the music and video eco-system? Who is benefiting from the lack of standards and transparency?
The growing importance of video raises the bar for creativity to achieve cut-through and virality. Creative curiosity and experimenting with technology are starting to develop new formats of interactivity, exploring the boundaries of the internet medium. Music videos are no longer only about the music. What are the implications for record labels, brands, radio & audio, and the artists & songwriters? What are the new creative partnerships developing?
Sound and Vision has gained access to video of the Dutch TV program Tussen Kunst & Kitsch (similar to the BBC's Antiques Roadshow) which is a production of the public broadcaster AVRO. The general aim of the scenario is to describe how the information need of the Tussen Kunst & Kitsch viewers can be satisfied from both their couch and on-the-go, supporting both passive and more active needs.
Marketers are only now beginning to deploy music as a very direct conduit to the things they sell, but a deal between an audio-recognition app and the Mindshare agency is a step forward.
But with the increasing importance of the “second screen” — the use of smartphones and tablets while watching TV — a viewer’s connection to an ad can come through any kind of audio at all, whether it be a song or the sound of a beer being cracked open.
Many of these connections are made through Shazam, an audio-recognition app used by some 80 million people each month to identify what song is playing on the radio or in the supermarket.
The initial advertiser taking part in the four-week test, which began on Thursday, is the Quiznos sandwich chain. “Radio is great to drive top-of-mind awareness,” said Susan Lintonsmith, chief marketing officer at Quiznos. The hope, she said, is that adding the location-based elements “takes this to the next level” and produces “radio on steroids.”
Here is an example of how the test will work: As drivers listening to Aha approach a Quiznos store that has been geofenced as part of the test, they hear a commercial for Quiznos promoting offers like coupons; the offers are also dynamically displayed on the car’s touch screen. Touching a thumbs-up icon on the screen will send a coupon by email that can be redeemed at the store.
“Audio is a great way to embed a brand message,” said Alistair Goodman, chief executive of Placecast. “And when you tailor an offer to a place nearby, it’s seen as a value service, not as advertising.”
The opening session I attended on 13th November at the Gartner symposium was entitled “by 2017 your smartphone will be smarter than you”. The speakers were Martin Reynolds and Carolina Milanesi from Gartner and the moderator was Charles Arthur from the Guardian. As a matter-of-fact, the discussion ended up being far more interesting than the title suggested. The panel started to review the future of Smartphones and wearable devices and connected it very well to the issues of data privacy and user benefit, which are central to the use of big data.
Carolina Milanesi introduced the subject by saying that “smartness is achieved through sensors and also geolocation." Yet, “we are not there yet” according to her, and mostly if “people don’t want to share their location information, smartness may not even happen”. I think she exposed the issue very well by emphasizing the fact that innovation related to Smartphones will not just be a matter of technology, but of user acceptance and benefits.
Gartner’s four phases of “cognizant computing”
“sync me”: this is the most obvious phase, the one which most of the Computing giants have achieved; it is composed of storage and the syncing of personal data,the “see me” phase: this is all about our digital footprint. “This phase is still not very intelligent, and not many companies are taking advantage of this” the Gartner analysts said,the “know me” phase: this is about understanding who the user is, what he likes and what he does through the data he stored; so that he can be presented with offers and messages which are relevant to him,“be me” phase: this is where services are acting on the user’s behalf based on learned or explicit data.
Real-time bidding is to digital advertising what high-frequency trading is to Wall Street. Computerized, algorithm-driven trading allows for the quick buying of ad impressions according to pre-set parameters.
How to react to the fast changing news consumption habits and devices
To deliver the services their audiences expect, public service broadcasters need to manage the transition from radio, television and online to multiplatform integrated newsrooms, and embrace mobile platforms, user-generated content and social media.
While the highly competitive news market generates challenges, it also createsoutstanding opportunities to produce quality stories in new and exciting formats.
This Master Class is designed to give news editors, managers and digital strategists the tools they need to identify their priorities, organize and manage their newsrooms, and successfully meet the expectations of their digital and broadcast audiences.
A new report features an Ipsos-MORI poll testing hypothetical but realistic scenarios of different levels of advertiser presence in TV programmes (from break bumpers, through product placement, to the chairman's partner presenting the prize) in the UK, US and Hong Kong. The report therefore provides a unique guide to what audiences will tolerate from advertisers on screen and what they find unacceptable. The results show a high tolerance of advertiser presence in content, well beyond what regulators currently tolerate in the UK.
Todo el mundo está hablando todo el rato de big data (aunque a la RAE y Fundéu les gustaría que lo tradujésemos por macrodatos), es el tema de moda e incluso ha saltado a las portadas de diarios nacionales. No es que sea el futuro, sino que ya está en nuestras vidas, comentaba el periodista Mario Tascón en la presentación de “Vivir en un mar de datos. Hacia una sociedad inteligente”, que es el título de la segunda edición de las jornadas sobre big data de Fundación Telefónica.
Public service broadcasting promotes a ‘race to the top’ with the commercial sector, according to a new report published by the BBC today. The report - Public and Private Broadcasters across the World – The Race to the Top - explores the impact of public broadcasting on the commercial sector by analysing levels of public and commercial funding, investment in programming, and the diversity and quality of content.
Wherever you have connected TV with a broadband return path that can be used to monitor what consumers are watching, you have the opportunity to make advertising more relevant. Marketing can be based on behaviour and therefore known interests rather than just demographics. And as targeting becomes more personal, television will start to attract direct marketing (DM) budgets and therefore new money for advertising.
That is the view of Russell Marsh, Group Strategy Director at RAPP, a full service agency with over 40 years experience in customer focused, data driven marketing. He believes people with direct marketing budget will flock to television if it can slash ‘waste’ (i.e. reduce the number of people seeing marketing messages about products that are of no interest to them) and put them in front of people who are more likely to buy.
As Facebook and Twitter fight to dominate conversation going on in social TV, Mass Relevance has established itself as the platform to facilitate the social battle. (Where will #social TV go in the future?
One of the highlights of yesterday's Music 4.5: The Rise of Video conference was 10 minutes of concentrated Scott Cohen. The post Scott Cohen on YouTube: ‘Now we’re on a world of micro-content’ appeared first on Music Ally.
LinkedTV is an EU funded project aiming to seamlessly interlink the TV and Web experiences. This presentation summarizes the results and achievements by the end of the project's second year, covering media analysis, annotation, linking, personalisation and interactive playout, based on two scenarios: Hyperlinked Documentary and Linked News.
Social media are powering the Big Data revolution. Much of the impetus for this new paradigm has come from the onrush of user-generated social chatter–tweets, status updates, location intelligence, media upload/downloads, and the like–which provide a rich vein of market intelligence for marketing, sales, brand and other consumer-facing professionals.
The Smarter Planet is rapidly going digital, online, cloud, streaming and media-rich. These trends are carrying the seeds of the next revolution beyond Big Data, which we might think of as “Big Media.” This will be the focus of my upcoming presentation atIBM Information on Demand 2013, which I encourage you all to attend.
In the emerging Big Media era, streaming media will power entertainment, advertising, marketing, education, music, community and practically every other aspect of online culture. Likewise, streaming media technologies will move from consumer-facing applications into the business world, revolutionizing business cultures everywhere.
If you want to know how massive Big Media will become, just do the (exponential) math. In the coming global revolution, more and more societal interactions will stream. Eventually (in other words, in the next 10 years):
Big Media streams will encompass every digital TV program, every digital motion picture, every digital radio station, every digital musical recording, every online course, every video over IP session, every voice over IP call, every YouTube post, every digital camera feed, every sensor feed and so on.These streams will move continously throughout the Smarter Planet; connecting millions of businesses, billions of people and trillions of devices; in real time, continuously, with guaranteed end-to-end latencies; and with embedded analytic intelligence.Any one discrete stream, in isolation, may consume 100s of MBs of storage and 100s of thousands of bits/second of bandwidth.
None of this should imply that Big Data is becoming obsolete. In fact, the opposite is true. Big Data is becoming even more fundamental, providing the data/analytics topsoil from which the age of ubiquitous streaming media will flourish. The expansion of ubiquitous streaming will require a media analytics infrastructure capable of scaling well beyond the low petabytes, with continuous, real-time streaming and a much wider variety of media content sources than you’re accustomed to.
Consequently, IT professionals should revisit their architectural approaches with a specific focus on the following layers of investment necessary for robust Big Media:
Modeling: Your modeling and development of streaming media applications requires tools adept at orchestrating applications that are multi-modal, event-driven and time-sensitive.Metadata: Your metadata needs to incorporate deep information on the quality-of-service, semantic interoperability, and other requirements for managing diverse media streams.Analytics: Your analytics need to support natural language processing, real-time analysis of video, audio, and image streams, deep graph analysis, and pattern and face recognition.Processing: Your processing of media streams will need to execute across connected platforms that are all-in-memory and real-time, with embedded digital signal processors.Database: Your databases need to build on your existing Big Data platforms by going zetta-scale, with a strong shift toward object-persistence architectures that are in-memory, massively parallel, store objects in distributed file systems, and handle binary large-object (BLOB) encodings. Increasingly, these will be hybrid database architectures consisting of MPP enterprise data warehouses, Hadoop clusters, and specialized NoSQL platforms. Most of these will be deployed in the cloud.Storage: Your streaming-media object storage will run on cloud data centers that consist of massive farms of fast, high-density, solid-state drives with native support for full motion video.
In my Information On Demand 2013 talk, I will describe how IBM already supports these various layers of Big Media through a wide range of solutions, both our own and those of strategic partners.
'what makes a compelling experience' combined with 'state of the industry (covered in my previous post)' combined with a 'process approach to creating service', talk instead - with a little of the navigating the new landscape for good measure.
Baseball fans are probably the most digitally-wired on the planet; See how MLB Advanced Media serves those fans via Baseball's Big Data Cloud http://www.IntersectShow.com & join conversation on Twitter #IntersectShow @IntersectShow