Marketers in turn are being forced to experiment and make advertising more compelling, or risk being ignored.
Consumers dwell in an increasing Multiscreen World:
TV and the Internet are on equal footing as entertainment sources.
66 percent reported viewing from 1 to 4 hours of TV per day, vs. 60 percent who reported the same levels of personal Internet usage.
Consumers are increasingly turning to online destinations like YouTube, MySpace, Facebook, games, or mobile entertainment vs. traditional television.
This just in…TV not dead yet!
But Let’s not declare legacy TV dead just yet. Nielson’s NTI Annual Averages tell a different story:
US Mobile Lag
The US lags behind Europe, Asia, and Australia in adoption of Mobile applications and so usage here is of less impact. Ofcon (UK’s Office of Communications,) issued a report in 2007 analyzing usage over a four year period.
As handhelds take on different styles (iPhone and iTouch) and as competition increases (provided the FCC takes an aggressive stance on opening bandwidth usage and allowing for an increase in operators in the handheld radio spectrum) we should see a rapid increase in usage of handhelds.
Program & service offerings will rise, adoption will follow. And prices may come down as units proliferate.
The Blackberry, The Treo and certain Palm products opened up portable e-mail and net connectivity. The significant change in the game came with the iPhone.
But in much the same way that Apple has less than a 10% share of the PC market – and that share is jam packed with tech savvy types and graphics pros - the iPhone user base is also different from their predecessor hand-held brethren. This is a case of legacy versus new paradigm.
iPhone Usage Study…
Another recent study found that iPhone users were among the top Google Search users in the mobile space.
Again: the US is still in the early stages of adapting to mobile use and applications, It can be construed as an area of major opportunity.
It might be wise at this point to note that each investment house and forecasting or research firm has a slightly different estimate. And they all seem to be increasing their forecast on the growth of net use. Here’s how Oppenheimer saw the market in their Trends in Digital Media Report, released in early 2007, based on analysis of available 2006 and prior data.
This offers a far less rosy projection of internet usage although the 10% annual Compound Average Growth Rate far surpasses all others. Notice, also, that mobile data is nowhere to be found on the chart. These are US-only forecasts, and mobile, as of January 2007, wasn’t deemed worthy of consideration, much less measurement or projection.
Paradigm shift alert!
In the Three Screen World, effective delivery and impact of getting the message across (and this is not just advertising) goes from the old paradigm of impression count to a blend of impressions and impact. Measurement methodology evolves.
Delivery System Ubiquity and the variety of Media (the different screens) offer new opportunities.
Ubiquity is omnipresent
Location-based reach and impact of message delivery converge.
GPS and RFID will allow opt-in opportunity as we’ve never seen before.
Outdoor Interactive Voting: “Develop a Point of View”
Billboard for BBC World and BBDO Goal: Promote launch of BBC America with an interactive billboard
Located at gateway to NYC’s Times Square (Broadway & 50th)
Pedestrian and automotive traffic text their vote and watch the display change in real time
One month event with a new interactive poll each week
Outdoor Interactive “Develop a Point of View” Billboard
Jane & Joe Quepublic (and the kids) watch a TV program.
What have we learned?
The TV show or ad: Passive message introduction // introductory impressions.
The Website: Active engagement and reinforcement of the message - call to action (buy our product, entice with coupon) and enable and encourage the benefit.
The Handheld: Transactive (and paperless!) reminder, coupon manifestation (via SMS or wireless or interactive RFID). Portability.
Social Media Discussion
Revisiting our agenda, let’s turn to:
Social Networking and Social Media
How they can support other media – YOUR media
So, now that we’ve seen a bit about the 3 Screen world…
Who is doing a good job connecting to their viewers, bridging the gap between screens, and connecting content and people?
Trans-Media and the Heroes Phenomenon
Not Just a TV Show
Intended as a mixed media property
Writers from properties such as Alias and Lost, which gained huge Internet followings
From the beginning, a strategy to generate content for the Net that would draw fans into the show
Additional information that matched the storyline, available online only, but in a way that didn’t subtract from the show for non-net viewing TV viewers
Sponsorship built into the plot
Sprint-sponsored content/contest for next season Hero
All “heroes” carry Sprint phones…
Additional stories expand the universe of the show
Extra content from website becomes a Graphic Novel in paperback
An official unofficial fan site!
User Generated Encyclopedia of Heroes - Heroes “wikipedia”
Many shows have asked fans to take down images, fan fiction, show plot line information ect.
Heroes was different. They encouraged the content creation.
If you’re creating content:
How quickly and easily can you let your fans take your content and remix it?
How easy is it for them to share with their friends
Who owns your brand?
You manage your brand
Your customers decide what it means to them, every time they interact with you
If you don’t interact with them…how will they know?
RockYou-Sweeney Todd Newsfeed Promotion On-page Click-thru to Learn More About Movie Results:
186k quizzes taken in 1 month, generating 2MM impressions
7MM additional impressions on matches page, with 46K click-thrus to movie site
Created co-branded quiz within the Likeness application titled “Best Johnny Depp Characters” to promote Sweeney Todd debut.
The brand that is Chris Brogan or Robert Scoble
Audio utterz etc
Ever present at conferences
Take-Aways – What Old Media can teach new media
1. Repetition can be a good thing. (You can say that again)
2 all beef patties…
I’m a… he’s a….wouldn’t you like to be a…
Put Content with your Ads
Radio announcer endorsements in the 40s, Dancing Cigarette boxes in 50’s variety shows
Podcast hosts doing direct product mentions: ex: Brian Ibbot on Coverville, Mevio/Podshow model
… More takeaways
Reach and Frequency still important to many advertisers
Even if you can show Social Influence and Return on Influence, many will still want to know how many hits their page got, and how many eyeballs were ‘reached’
It’s your job to explain it both ways
In December 2007, 77.6 Million Viewers were watching 2.3 Billion Videos
In March 2008 – 84.8 million viewers watched 4.3 billion videos (50.4 videos per viewer)