MARUG Conference 2010 - Presentation - Richard Kastelein - Future of Marketing on TV - Social TV, TV 2.0

CONVERGENT MEDIA – TV 2.0
AND THE FUTURE OF MARKETING AND ADVERTISING…

The ‘OLD’ way
LINEAR TV – (TIME-AND-CHANNEL-BASED TV, LINEAR VIDEO, LINEAR SCHEDULE, LINEAR PROGRAMMING, APPOINTMENT-BASED TV):
(1) TELEVISION SERVICE WHERE THE VIEWER HAS TO WATCH A SCHEDULED TV PROGRAM AT THE PARTICULAR TIME IT’S OFFERED, AND ON THE PARTICULAR CHANNEL IT'S PRESENTED ON. OPPOSITE OF THIS WOULD BE INCORPORATING THE USE OF DVRS, VCRS OR VIDEO ON DEMAND.
(2) WHEN THE BROADCASTER WANTS YOUR ATTENTION ONLY TO BE FOCUSED ON THE TV PROGRAM. TYPICALLY THIS LEAVES LITTLE CALL FOR INTERACTIVITY. THEY CERTAINLY DON'T WANT YOU TO LEAVE THE SHOW BY GOING TO YOUR COMPUTER. THEY ONLY WANT YOUR ATTENTION TO BE ON THAT SHOW AND IT'S ADVERTISERS.
(3) (LINEAR TV) - NON-INTERACTIVE TELEVISION.

THE ‘NEW’ WAY
IPTV is next-generation television delivered over a managed network. Depending on how robust the system is, IPTV technology can provide more than just video services; it can provide access to on-demand gaming, data services, digital music and home security.

GOOGLE TV WILL ACCELERATE IPTV REACH

GOOGLE TV
LET’S TALK ABOUT IT.
OPEN SOURCE – ANDROID
HARDWARE SOLUTIONS
SOFTWARE SOLUTIONS
NEW ADVERTISING MODELS
TV SEARCH

GOOGLE TV
HOW SLATE RAN AN AD ON FOX NEWS FOR $100
3.38 MINUTES

GOOGLE TV
IMAGINE.
IN THE FUTURE.
ADVERTISING ON ALL GOOGLE TV PRODUCTS.
AND NOT JUST 30 SECOND SPOTS.
BUT ALSO BUYING TV SCREEN LANDSCAPE.

GOOGLE TV
THIS MEANS, IN GOOGLE’S NEW UBIQUITOUS, MASSIVE TV REALM, I COULD SIMPLY BUY TIME SLOTS OR EVEN PERMANENT SPACE ON FOR PROGRAMS OR CHANNELS IN THE FUTURE OF GOOGLE TV.
TIME SLOTS FOR MORE LINEAR TV EXPERIENCES SUCH AS A CLASSIC 30 SECOND SPOT, USING AN ‘OLD SCHOOL’ NON- ELECTIVE, INTERRUPTIVE, ADVERTISING MODEL.
OR.
I COULD BUY ELECTIVE (OPT IN AND OPT OUT) LANDSCAPE AROUND PARTICULAR PROGRAM FOR TV WIDGETS FOR SHOWS OR EVEN ENTIRE CHANNELS. IT MIGHT BE A CUSTOM WIDGET BUILT IN ANDROID OR COULD EVEN BE SOME KIND OF CHROME EXTENSION. IT COULD BE CONTEXTUAL ADVERTISING BASED ON THE SHOW’S CONTENT, IT COULD BE BEHAVIORAL TARGETING BASED ON THE VIEWER’S PREFERENCES AND HABITS, IT COULD BE LOCATION BASED ADVERTISING (LBA), BASED ON THE VIEWER’S LAT AND LONG VIA IP, OR IT COULD BE EXPERIENCE MARKETING (FULL FLEDGED TV EXPERIENCES).
I think this is what Google has in mind. And I for one… think it’s going to work.

GOOGLE TV
SO WHAT’S IT GOING TO LOOK LIKE?

AS MARKETEERS WHAT WILL BE EXPECTED OF YOU IN THIS NEW LANDSCAPE?
LINEAR TV WILL EVENTUALLY DIE. YOU WILL NO LONGER HAVE A CAPTIVE AUDIENCE. YOU WILL HAVE TO EARN THE ATTENTION OF THE VIEWER. HOW?BY ENTICING THEM WITH INTERACTION, BY WINNING, BY COMPETING, BY STIMULATING, BY BEING INTERACTIVE.
TV, WHICH HAS BEEN THE MAINSTREAM MEDIA’S CORE TOOL TO FOR SWAYING US TO ONE OR ANOTHER OF THEIR MOVIES, MUSIC STARS, BOOKS, POLITICIANS, BRANDS AND WHATEVER THEY GET PAID TO MAKE US LIKE, WILL DECLINE. AND, TO PERHAPS THE CHAGRIN OF A FEW PARTIES, THE TV WILL CONTINUE TO DEMOCRATIZE AND WILL FOLLOW THE WEB WITH MANY TO MANYRATHER THAN ONE TO MANY.
YOU MIGHT BUY ELECTIVE (OPT IN AND OPT OUT) LANDSCAPE AROUND PARTICULAR PROGRAM FOR TV WIDGETS FOR SHOWS OR EVEN ENTIRE CHANNELS YOU MIGHT BUILD CUSTOM WIDGETS WHICH USE CONTEXTUAL ADVERTISING BASED ON THE SHOW’S CONTENT, IT COULD BE BEHAVIORAL TARGETING BASED ON THE VIEWER’S PREFERENCES AND HABITS, IT COULD BE LOCATION BASED ADVERTISING (LBA),BASED ON THE VIEWER’S LAT AND LONG VIA IP, OR IT COULD BE EXPERIENCE MARKETING (FULL FLEDGED TV EXPERIENCES).

MICROSOFT
LET YOUR IMAGINATION FLY! PROJECT MILO.
3.53 MINUTES

RICHARD KASTELEINLINKEDIN.COM/IN/EXPATHOS
EMBRACE TECHNOLOGY, DON’T FEAR IT.

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MARUG Conference 2010 - Presentation - Richard Kastelein - Future of Marketing on TV - Social TV, TV 2.0

by Richard Kastelein on Mar 26, 2010

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MARUG Conference 2010 - Presentation - Richard Kastelein - Future of Marketing on TV - Social TV, TV 2.0 — Presentation Transcript