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What does the digital shift really mean? Five facts about the future of TV in the digital ecosystem

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October 7

Five Facts about the Future of TV in the digital ecosystem

Olivier Godest, media-stands.eu expert, CEO of Guidelines

1. The economics of attention
• This is one of the main changes in the environment. There are more outlets for content but there is more content than people can consume. The challenge is to get people’s attention in an era of content snacking and multitasking across devices.
• It is a world of mobile first. Mobile is not a device, but part of the media and the one that is now most widespread. But it is not a case of either/or between TV and digital. The impact is cumulative. TV remains very important. The key is creating a love story between the two.

2. Immersion is the new engagement
• One of the challenges of the economics of attention is to get the story into people’s everyday lives. This increases visibility. The film ‘Her’ is a good example of an all-round experience where the hero falls for ‘Her’ through exposure to through many devices and media throughout the day. It is a story built around knowing the person’s character.
• Virtual reality is already here, and is the next big thing. The Sony virtual reality headset will be released in 2016. Be prepared.

3. Between storytelling and marketing
• Transmedia is a story told across more than one type of media. It blurs the line between storytelling and marketing. It is a way of developing a relationship with the audience.
• There is a range of other tools to use in association: blogs/websites, social networks, newsletters, partnerships, mobile apps – for storytelling and marketing, and paid media.
• This can be an answer to dealing with the economics of attention.

4. The value of data
• Data is valuable. There are many new sources of data to cull for incorporation in a business model and to ensure customisation.
• Brands love data and brands make money. Brands also need to produce content to get digital awareness. This will lead to more and more brand content.
• A partnership with a brand can be one way of achieving a relationship with the audience for both the brand and the content producer.
• Brands are becoming more open to subtle approaches rather than being “in-your-face” about the presentation of the brand.
• Thanks to data, marketing and storytelling are moving from search to push notifications.

5. The winning recipe
• The formula for success is to combine Content, Behaviour and Technology.
• Having a good story comes first. This universe must then be inserted into the audience’s daily route. Finally use technology to innovate and create memorable experiences.
What skills do storytellers need in this new world?
• marketing skills;
• an understanding of social media;
• a recognition that going global still requires local strategies; it is about being glocal.
• ability to build relationships, to activate small communities, to personalise and customise.

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What does the digital shift really mean? Five facts about the future of TV in the digital ecosystem

  1. 1. Guidelines : all rights reserved WHAT DOES THE DIGITAL SHIFT REALLY MEAN? 1 FIVE FACTS ABOUT THE FUTURE OF TV IN THE DIGITAL ECOSYSTEM @OGodest Olivier Godest - CEO @ Guidelines #MipcomTVFuture October 7th 2015
  2. 2. Guidelines : all rights reserved 2
  3. 3. Guidelines : all rights reserved 3 #1 The economics of attention Will be one of the main challenge for all content producers @OGodest
  4. 4. Guidelines : all rights reserved A NEW WAY OF CONSUMING 4 « Content snacking » Multitasking Mobile first
  5. 5. Guidelines : all rights reserved BUT STOP OPPOSING TV AND DIGITAL 5 « Will digital kill television ? » Technologies do not replace, they cumulate, they improve
  6. 6. Guidelines : all rights reserved 6 But do not think about mobile only as a device Mobile will be one of the key @OGodest
  7. 7. Guidelines : all rights reserved 7 Mobile is a new world of behavior New relationship New experiences Customisation @OGodest
  8. 8. Guidelines : all rights reserved 8 Mobile is also the Internet of things In 2020, 15 billions of connected devices @OGodest
  9. 9. Guidelines : all rights reserved 9 Mobile will inspire television Five years ago, we thought connected TV would be on the TV screen, now we know it will be on the second screen @OGodest
  10. 10. Guidelines : all rights reserved 10 My advice Create your love story between mobile and television @OGodest
  11. 11. Guidelines : all rights reserved 11 #2 Immersion is the new engagement @OGodest
  12. 12. Guidelines : all rights reserved HER: A VISIONARY MOVIE? 12 A story built around the knowing of the character’s personality : - ultimate customisation, - power of the (social networks) data The power of virtual reality (through audio here) A story expanded into the everyday life of the character A thin frontier between virtual and reality
  13. 13. Guidelines : all rights reserved 13 Virtual reality is already here And this is the next BIG THING @OGodest
  14. 14. Guidelines : all rights reserved 14 South Park 3D @OGodest
  15. 15. Guidelines : all rights reserved 15 How to train your dragon FOR « REAL » @OGodest
  16. 16. Guidelines : all rights reserved 16 And many other experiences @OGodest
  17. 17. Guidelines : all rights reserved IT IS COMING REALLY FAST 17 Build your own Oculus with a recycled pizza box… Google’s cardboard: 25$ Or wait for the Sony virtual reality headset (release in 2016)
  18. 18. Guidelines : all rights reserved 18 My advice Enjoy virtual reality… with moderation And be prepared! @OGodest
  19. 19. Guidelines : all rights reserved 19 #3 Between storytelling and marketing Transmedia experiences @OGodest
  20. 20. Guidelines : all rights reserved 20 What is transmedia? @OGodest
  21. 21. Guidelines : all rights reserved 21 @OGodest
  22. 22. Guidelines : all rights reserved 2222 Transmedia marketing? Transmedia storytelling? @OGodest
  23. 23. Guidelines : all rights reserved 2323 Transmedia marketing? Transmedia storytelling?
  24. 24. Guidelines : all rights reserved 24 The opportunity to develop a relationship with a public « available » on different platforms @OGodest
  25. 25. Guidelines : all rights reserved 25 Blog / Website Social networks Partnerships Newsletters Mobile Apps Influencers relationship Paid media … @OGodest
  26. 26. Guidelines : all rights reserved 26 An answer to the economics of attention issue @OGodest
  27. 27. Guidelines : all rights reserved 27 And all these digital projects are producing data @OGodest
  28. 28. Guidelines : all rights reserved 28 #4 The value of data @OGodest Recommandation Customisation Business model
  29. 29. Guidelines : all rights reserved 29 Email address Social media metrics Browsing process Retargeting Geolocation Facebook likes Facebook « public » profile Device brand and OS … @OGodest
  30. 30. Guidelines : all rights reserved 30 Data has value Data will be part of business models @OGodest
  31. 31. Guidelines : all rights reserved 31 There will be more and more brand content Brands love data. Brands make money. Brands need to produce content to get digital awareness @OGodest
  32. 32. Guidelines : all rights reserved 32 From search to push notifications Recommandation from algorithm @OGodest
  33. 33. Guidelines : all rights reserved 33 #5 The winning recipe Conclusion @OGodest
  34. 34. Guidelines : all rights reserved 34 Content Behavior Technology @OGodest
  35. 35. Guidelines : all rights reserved 35 Content No matter the number of media, the most important thing remains A GOOD STORY @OGodest
  36. 36. Guidelines : all rights reserved 36 Behavior Insert your story/universe in the daily routine of your audience @OGodest
  37. 37. Guidelines : all rights reserved 37 Technology Storytelling associates with exciting innovation, to create memorable experiences @OGodest
  38. 38. Guidelines : all rights reserved Thank you! 38 olivier@guidelines-consulting.com

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