Sleeping Giants: Digital Awakens TV and Media
Television has looked pretty much the same since its inception in the early 40s, give or take a few rabbit ears and a hundred pounds. But, the revolution has already begun. Recently Razorfish has been doing some significant research on the importance television plays in our lives, and what we think the fundamental shift that is taking place in TV and media, in general, will mean for advertising and marketers. As a digital agency, you might expect us to forecast the death of TV (and :30 spots), but you'd be wrong. We think TV's DNA will be alive and well, you just might not recognize it from how it looks today, and this digital impact will have major implications, not just for TV, but for media as a whole: technology, content development, distribution, advertising and brands.
Ericsson ConsumerLab, annual TV & Media report 2015 - PresentationEricsson
http://www.ericsson.com/consumberlab
This report looks at the rapidly changing consumer habits and expectations such as the increase of on demand video viewing as well as growing importance of anywhere access.
The TV landscape is changing. New TV and media services are enabling consumers to decide what they want to watch and combine their own pick-and-mix solutions. This disruption puts the empowered user at the center. To remain relevant, service providers need to remain on their toes.
TV INDUSTRY REPORT gives the overall picture of advertising on TV during the period Jan to Dec’12. It covers top advertisers, categories and brands and their % share in total advertising in terms of minutes. The report also focuses on share of TV channels, share of each genre and ad-spend split over the time slots. The report also compares % advertising in minutes done by various advertisers in 2012 vs. their share in 2011.
SOURCE: A JOINT RESEARCH STUDY OF PAS AND MEDIABANK PAKISTAN
Ericsson ConsumerLab, annual TV & Media report 2015 - PresentationEricsson
http://www.ericsson.com/consumberlab
This report looks at the rapidly changing consumer habits and expectations such as the increase of on demand video viewing as well as growing importance of anywhere access.
The TV landscape is changing. New TV and media services are enabling consumers to decide what they want to watch and combine their own pick-and-mix solutions. This disruption puts the empowered user at the center. To remain relevant, service providers need to remain on their toes.
TV INDUSTRY REPORT gives the overall picture of advertising on TV during the period Jan to Dec’12. It covers top advertisers, categories and brands and their % share in total advertising in terms of minutes. The report also focuses on share of TV channels, share of each genre and ad-spend split over the time slots. The report also compares % advertising in minutes done by various advertisers in 2012 vs. their share in 2011.
SOURCE: A JOINT RESEARCH STUDY OF PAS AND MEDIABANK PAKISTAN
Lectura objetiva del spot de coca cola -siente el sabor-Ángel Encinas
Esta es la primera parte (de dos) de la lectura integral del spot central de la campaña de Coca-Cola de 2016.
El spot se puede ver aquí: https://youtu.be/_daJc2LWZs4
La versión escrita y en vídeo, así como el resto de elementos del proyecto "Destripando Coca-Cola" se pueden ver en esta página: http://noesunamanzana.wikispaces.com/DESTRIPANDO+COCA-COLA
Presentación del CEO de Optiva Media, Valia Merino, en el Desayuno Europeo sobre el nuevo cliente digital organizado por Madrid Network el pasado 11 de diciembre en la sede de la Comisión Europea en Madrid. La presentación enfoca la reflexión en el nuevo rol del televidente digital móvil y cómo la industria se está adaptando al mismo.
These slides are from a presentation given at 360|Flex covering ways of customizing your Adobe Flex application. For more information on the topic, check out the book at http://www.cveflex.com
Segunda parte de 2 sobre los elementos básicos a tener en cuenta en la lectura objetiva de un spot.
Las plantillas para su desarrollo por escrito se pueden ver en esta página: http://noesunamanzana.wikispaces.com/GUIONES+DE+LECTURA
Esta presentación se ha desarrollado aplicándola al spot de Coca-Cola "Siente el sabor" de la campaña de 2016 en esta otra presentación: http://www.slideshare.net/angelbernalt/lectura-subjetiva-del-spot-de-coca-cola-siente-el-sabor
7 Ways Brands Will Transform TV and Media Strategies in 2017iQ Media
2017 will undoubtedly see a significant shift in the way “TV” is delivered, what it looks like, and how advertisers will be able to use it like never before to initiate consumer engagement.
'The Collective' Marketing Strategy for NUVO TVTom Van Wie
Marketing strategy and plan for the NUVO tv original series, The Collective. This comprehensive plan details creative positioning and marketing communications executed across all platforms
Johan Jervoe spoke at the Razorfish Client Summit about how Intel constantly pushes the envelope with its use of digital technology to not only build its brand but change the way we think about Intel products. For instance, the newly launched Intel Core Experience creates an experience that helps consumers understand why a processor is central to the purchase of a better computing device.
Razorfish, in partnership with Terra, conducted a research report on the digital behaviors of Classe C consumers in Latin America.
Joe Crump also presented this deck at the 2010 Razorfish Client Summit.
Mike Boylson, CMO, JCPenney, discussed how they constantly push the envelope with digital technology to not only build the JCPenney brand but change the way we think about JCPenney at the Razorfish Client Summit.
Eric Jillard, Director, Digital Marketing, Mercedes-Benz USA talks about how you create luxury in the digital world and unveil new products in process at the Razorfish Client Summit
Andrea Harrison discusses six ways to align yourself with the wants and needs of the social consumer at the Razorfish Client Summit. This workshop will help you make Social Influence Marketing an everyday reality at your company.
Lectura objetiva del spot de coca cola -siente el sabor-Ángel Encinas
Esta es la primera parte (de dos) de la lectura integral del spot central de la campaña de Coca-Cola de 2016.
El spot se puede ver aquí: https://youtu.be/_daJc2LWZs4
La versión escrita y en vídeo, así como el resto de elementos del proyecto "Destripando Coca-Cola" se pueden ver en esta página: http://noesunamanzana.wikispaces.com/DESTRIPANDO+COCA-COLA
Presentación del CEO de Optiva Media, Valia Merino, en el Desayuno Europeo sobre el nuevo cliente digital organizado por Madrid Network el pasado 11 de diciembre en la sede de la Comisión Europea en Madrid. La presentación enfoca la reflexión en el nuevo rol del televidente digital móvil y cómo la industria se está adaptando al mismo.
These slides are from a presentation given at 360|Flex covering ways of customizing your Adobe Flex application. For more information on the topic, check out the book at http://www.cveflex.com
Segunda parte de 2 sobre los elementos básicos a tener en cuenta en la lectura objetiva de un spot.
Las plantillas para su desarrollo por escrito se pueden ver en esta página: http://noesunamanzana.wikispaces.com/GUIONES+DE+LECTURA
Esta presentación se ha desarrollado aplicándola al spot de Coca-Cola "Siente el sabor" de la campaña de 2016 en esta otra presentación: http://www.slideshare.net/angelbernalt/lectura-subjetiva-del-spot-de-coca-cola-siente-el-sabor
7 Ways Brands Will Transform TV and Media Strategies in 2017iQ Media
2017 will undoubtedly see a significant shift in the way “TV” is delivered, what it looks like, and how advertisers will be able to use it like never before to initiate consumer engagement.
'The Collective' Marketing Strategy for NUVO TVTom Van Wie
Marketing strategy and plan for the NUVO tv original series, The Collective. This comprehensive plan details creative positioning and marketing communications executed across all platforms
Johan Jervoe spoke at the Razorfish Client Summit about how Intel constantly pushes the envelope with its use of digital technology to not only build its brand but change the way we think about Intel products. For instance, the newly launched Intel Core Experience creates an experience that helps consumers understand why a processor is central to the purchase of a better computing device.
Razorfish, in partnership with Terra, conducted a research report on the digital behaviors of Classe C consumers in Latin America.
Joe Crump also presented this deck at the 2010 Razorfish Client Summit.
Mike Boylson, CMO, JCPenney, discussed how they constantly push the envelope with digital technology to not only build the JCPenney brand but change the way we think about JCPenney at the Razorfish Client Summit.
Eric Jillard, Director, Digital Marketing, Mercedes-Benz USA talks about how you create luxury in the digital world and unveil new products in process at the Razorfish Client Summit
Andrea Harrison discusses six ways to align yourself with the wants and needs of the social consumer at the Razorfish Client Summit. This workshop will help you make Social Influence Marketing an everyday reality at your company.
Pranav Mistry of MIT Media Lab challenged our assumptions of experience design at Razorfish Client Summit. Specifically, how SixthSense attempts to free information from its confines by seamlessly integrating it with reality.
Josh Henderson and Greg Petrillo, Skillet Street Food discussed how they reinvented with a fresh and inventive use of social media and creative product selection.
Mathias Sinn, Managing Director, Neue Digitale/Razorfish helped us look at how McDonald’s has embraced social media in Germany to change popular perceptions of its brand at Razorfish Client Summit.
Russell Taylor, Global Brand Vice President, Axe. Russell will show you how Axe integrates digital assets like video with social experiences to make the Gen Y male love Axe.
Jason Leigh of Razorfish discussed a proven technique for accurately attributing business value to your marketing efforts at the Razorfish Client Summit October 12-14.
Josh Palau discussed how marketers can get more value of out of search - by integrating search into your broader marketing efforts, not just squeezing more efficiency out of organic and paid search - at the Razorfish Client Summit in Boston.
Maurice Levy, Chairman and CEO of the Publicis Groupe, talked about the changes in the advertising industry, and how Publicis is evolving with it to help you be the CMO of the future at the Razorfish Client Summit in Boston on October 14th.
Ray Velez of Razorfish discussed how marketers marketers can more effectively manage the peaks and valleys of marketing campaigns by employing cloud technology at the Razorfish Client Summit in Boston. October 12-14, 2010.
Ray Velez of Razorfish discussed how marketers can get products and services to market faster through "agile methods" at the Razorfish Client Summit in Boston. October 12-14, 2010.
Paul Gelb of Razorfish discussed the key strategic approaches for brands to win on the mobile battleground at Razorfish Client Summit in Boston. October 12-14, 2010.
Nimble, a Razorfish report on publishing in the digital ageRazorfish
Nimble, a new report by Razorfish, addresses the challenges facing the publishing industry including if and how to monetize content.
Based on interviews with media such as The New York Times and The Wall Street Journal, the report offers advice for how publishers can successfully make the transition to the digital economy, add circulation, find new readership, increase ROI, and deepen audience engagement.
Consumers aren't just craving new experiences from brands, they're demanding them - with scale. Successful brands will be those that adapt and derive from customer insights, both positive and negative.
In the recently published Razorfish Outlook Report 2010, we analyzed how our clients evolved with the challenging economic environment, what media proved effective, what didn’t deliver, and how this information can be used to direct successful strategy moving forward.
Consumers aren't just craving new experiences from brands, they're demanding them - with scale. Successful brands will be those that adapt and derive from customer insights, both positive and negative.
In the recently published Razorfish Outlook Report 2010, we analyzed how our clients evolved with the challenging economic environment, what media proved effective, what didn’t deliver, and how this information can be used to direct successful strategy moving forward.
Consumers aren't just craving new experiences from brands, they're demanding them - with scale. Successful brands will be those that adapt and derive from customer insights, both positive and negative.
In the recently published Razorfish Outlook Report 2010, we analyzed how our clients evolved with the challenging economic environment, what media proved effective, what didn’t deliver, and how this information can be used to direct successful strategy moving forward.
Consumers aren't just craving new experiences from brands, they're demanding them - with scale. Successful brands will be those that adapt and derive from customer insights, both positive and negative.
In the recently published Razorfish Outlook Report 2010, we analyzed how our clients evolved with the challenging economic environment, what media proved effective, what didn’t deliver, and how this information can be used to direct successful strategy moving forward.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
29. The future is already here – it is just unevenly distributed.- William Gibson
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40. Thank you! Domenic Venuto, Managing Director, Head of Media & Entertainment Practice Andrew Pimentel, Strategy Director
Editor's Notes
As you know, I am from Razorfish. So you may be asking yourself, why is the guy from Razorfish talking about they Future of TV? Aren’t they a digital advertising company?You may think I am going to be like all the other industry pundits and claim that the 30 second spot is dead! Or maybe I’ll claim that TV is dead, viewership is down, and the box is no longer relevant to a younger generation. Or that I might drive that tired rubric that TV advertising can’t be measured like digital can be and therefore it isn’t as valuable.But actually I am not going to do that. I am here to tell you that TV is definitely here to stay and its future promises to be very exciting.
So welcome to the future of TV as Razorfish sees it….well actually what consumers are telling us what they WANT the future of TV to be. Our approach at Razorfish is almost always a consumer centric one. Our mission is to create experiences that build businesses and we do that by understanding consumers, their needs and behaviors. Razorfish is a full-service digital agency. We are one of the world’s largest interactive marketing & technology companies and part of the Publicis Groupe.
In a nutshell, I’m going to talk about the following three areas:1. The DNA of television. I want to give you a quick overview of the research we conducted and what we learned about people’s TV behaviors that aren’t going away.2. We used those learnings to create scenarios of what the future of TV will look like. We wanted to illustrate the consumer experience when you click the remote. Or more likely, say “TV ON.” The illustrations weren’t created based on what cool technology might be around. They are based on the real human needs we learned about through our research.3. Finally, our vision of TV has ramifications. Some will be positive, but some will be painful, especially for big businesses and some content creators. For the purpose of today, we’re going to stick with the consumer experiences and stay away from the legal implications of our vision.
Our initial brief was to find households willing to go without TV for a week, a full 7 days. What we found was that we couldn’t pay candidates enough to NOT watch any TV for a full 7 days. After some back and forth, we went down to 5 days, then 3 days – still not enough, it appeared that the magic number, the absolute maximum number of days a families would be willing to go without TV was 2 days!. That data point set the tone for the rest of the study. TV is here to stay, that was clear. Our goal for the research was to understand exactly what is it about TV that people love. We wanted to identify TVs DNA. We were looking for the genes that describe people’s behaviors with TV that weren’t going away. The building blocks of media….
The research project was comprised of 3 parts:The first was a deprivation study. We removed TV from a number of families’ households, studied their behaviors and how they filled in the time that was normally spent watching TV. It was a fascinating experiment and one you might want to try at home. Try and ban TV from your household for all of next week. See how long you can last!In the second piece of the research we held collaborative design sessions with teenagers, today’s youth -- digital natives. Through prototypes and storyboards they provided us with lots of interesting insights about what they wanted from TV in the future.For the third research piece we interviewed adults who have found ways to live without traditional cable or network TV. Adults who use Netflix, YouTube streamed on the AppleTV, xBox or who accessed Slingbox on business trips. These were our “bleeding edgers” who gave us insight into adoption trends.
So first, we took TV away from normal families for 2 days. Sometimes, to learn about something, it is better to take something away. What’s missing then becomes obvious.So here is what happens when you take away the television. Look at the expressions of delight in this photo. (This is all US based research. The following photos were taken by families themselves or our enthnographers.)
We observed the families during the time they gave up TV, and learned just how important TV is to a family’s everyday life. Some families took pictures of the joyful moment that their TV was restored. Here on the left, you have no TV. On the right, TV. Clearly TV isn’t going away anytime soon.
In the second study we conducted some collaborative design sessions with youth. These are digital natives, people who have less of a sense of a world without the internet, and they provided lots of interesting insights about what they might like in the future.
What we learned:They don’t know or care about the infrastructure that content comes to them through. Facebook has content blended with community. Video is available on PC, iPod, Mobile phone and TV box. With fewer firmly engrained ideas about what TV is today, their brainstorm was extremely free. It was multi-channel, personalized, yet extremely social.They built prototypes with paper, cardboard, pens and crayons. Without using words, their work points to convergence, social connectivity, links to gaming and other devices, and snackable content chunks intermixed with longer form programming. They made smiley and frowning faces out of playdoh. They wanted TV to serve them content based on their mood – to make them laugh when they were sad, or educate when they wanted to be intrigued. They imagined their own content living comfortably side-by-side with shows. AND they wanted to be in the programs themselves. They wanted to control TV with their words and their movements.
We talked to adults who have found ways to work around traditional cable. We don’t have photos of these, but the scenarios included:One woman inviting her girlfriends over, usually on Thursdays, where they took turns VJ’ing YouTube videos on the Apple TV she had hooked up in her living room. Instead of watching a movie, they watched lots of little ones, some made by people they know, others clips from shows, others viral videos sent by friends. Another man told us that once on a business trip, which involved visiting Disneyland, he streamed the NBA finals from his Slingbox at home, to his mobile phone, and watched the games while he did various things around the park, including being on a rollercoaster. A mom of a two year old sits at the computer with her daughter in her lap. They watch YouTube together. The daughter demands to hear a particular song, such as “Hot Potato” by the Wriggles, and when that’s finished, she requests another clip, which the mom then finds and plays. If YouTube had voice recognition, a two year old in Connecticut could easily watch TV on demand.
So after all this research we identified nine genes in the DNA of TV that we think are immutable. Because the genes are mapped to core behavioral needs people have, we believe they will not change no matter what cool new technology comes along. The DNA is going to stay the same.Passivity - Vegging out is now and will always be a primary need that TV serves. Conversation – TV connects us to the shared “now,” which gives us something to talk about around the…Water Cooler Currency - We can easily and instantly tap into the collective conversation, whether it be news, pop culture, and what’s going on. Social – An excuse to be together, gathered around a screen for a shared entertainment experienceStimulation/education - It’s not just about vegging out; people learn things from TV. From children with Sesame Street to adults learning how aircraft carriers get built to learning about the great Pacific garbage patch, TV can get our synapses firing.Fantasy/escapism - TV also lets you live vicariously and enter worlds you don’t have access to in real life.Passion points - People can follow their passions on TV. Whether that be football, music, dance, the environment, etc.Participation - Not TV’s strongest gene today, but it does exist. We can vote by text or sing karaoke along with American Idol. It is a gene that shows huge promise.Consumerism - We keep up with products, styles and trends just by the shows and ads we see.We strongly believe these nine basic genes aren’t going to leave TV. We can’t just repurpose and redistribute video. We can’t just build a new widget and expect adoption. Whatever we do has to incorporate these genes and feed real people’s behavior.
The Internet is changing consumer expectations (as we saw with our digital natives). They expect their needs to be satisfied and the genes of TV to be amplified, remixed and reassembled to create spectacular new experiences. So let’s fast forward 5 years…..(or if the cable companies have their way 25 years!) and take a guess at what TV will look like by visualizing a number of possible scenarios.
We’re under no illusion that people will stop vegging out in front of the tube in the future. So our first scenario shows how the future TV actually serves the Couch Potato better by learning about him and serving things up serendipitously.Instead of a channel guide, or the TV simply blaring the last channel we were watching, we’re presented with an interface that serves whatever mode we’re in. Since we are in lazy mode, we say “Show me something I might like.” TV knows who’s watching (which I’ll get to more later), and knows we have enjoyed animal programming in the past, especially on Saturday afternoons. But we aren’t quite in the mood for this, so we swipe our hand and say “next.”
TV flips to a screen that is designed to give us ideas without us having to think too hard. At the top are suggestions based on our past viewing habits. We can also see what is most popular right now, based on the number of people watching it - the so-called “wisdom of the crowd” bubbling things up for the lazy. We can also see things that our friends have liked. This doesn’t mean that there will be another social network to sign up for on TV, simply that TV will connect us with the ones we already belong to. We will also be able to drill into content by topic, or even by our mood (shown at the bottom right of the screen). We should also be able to tell TV how much time we have to watch something and whether we want to laugh, cry or be intrigued.What is significant here is that the paradigm of numerically ordered channels, existing in a chronological stripe across the 24 hour day, has been eliminated. Channels are brands, content is surfed in a dozen new ways, not least of which is the ability to know what your friends like. And you don’t have to know something to record it. It just comes to you.
So back to our scenario. As a couch potato we choose one of the most popular videos. After watching the clip, TV suggests other things we might like. The big image is the full show of the clip we just watched, and along the right side are suggestions based on what people who like that show also like. We notice a car at the bottom of the screen…. It zooms across and reveals that we can start configuring our own model or schedule a test drive. We can even imagine the car we configured appearing in our next show, in the color we picked (BLACK), with the wheel rims (HIGH PERFORMANCE), etc.A simple example, but now we have user-generated content (or advertiser-generated content) available in TV programming.
While the Couch Potato scenario satisfies several of TV’s 9 genes, it is still very much a passive, solo experience. If consumers’ expectations are more web-based, then it stands to reason that the social gene needs to become more dominant. This scenario is inspired by all the young people we saw who are already merging content and conversation online – technology is the only thing preventing them from doing the same thing with TV.Sitting down in front of our TV, it recognizes our face and selects our profile so we can watch it. We can see that 14 of our friends are currently watching TV. These are friends across a number of social networks. So let’s see what they’re watching in case there is something good we might be missing.
Our friends are watching a variety of programming from a variety of sources, including shows from networks and content from the web. At the top right we see our High School YouTube channel, where everyone has uploaded videos of school sporting and social events.
Right now, we are watching the Real World Rio. If we choose to, we can video chat with our friends watching the same show. The Social Butterfly scenario not only amplifies the social gene, but also includes the currency and participation genes.
When we’re done with the Real World, we go to our Friend TV. This is a live feed of all the things our friends have hit the “heart” button on their TV, or posted on Facebook, Twitter, or all the other services whose names we can’t even imagine yet. We see that we have seven new clips today, the first three of which are showing on the left hand side. On the top right there is an option to simply combine today’s clips and watch them as a show. Think of it as a deconstructed Best Week Ever, built by our friends and dynamically constructed for us daily.
Just as some people gain massive followings on blogs, Twitter, and the like, on TV some people will have followings so large we will call them channels. They won’t have 24 hours of programming a day, but we will be able to subscribe to the channels we like and check in with them from time to time. Because of this, individual people will become advertising vehicles.
Another key component to keep in mind is that all the scenarios you’ve seen so far, and those that are about to come, are portable. Interestingly this illustration was created before Apple announced the iPad, which will help accelerate the future of TV.TV will be in the cloud, and we will be able to pull it down wherever we are. Whether that’s on a netbook, iPad, mobile phone, screen on the back of an airplane seat, or from a hotel room TV– it will be available, where you left off, what you saved, showing you what your friends are doing!
The third scenario will allow marketers new ways to engage audiences. It won’t be the interruptive ad experience we are used to today, but rather more engaging ones that adds to the viewing experience. No doubt we will still have 30 second spots, just fewer of them. When we watch the Oscars of the near-future we might see the option to add apps to the show. Sponsored apps will, in return for embedding content in the program, let us skip the commercial breaks and get backstage raw video. The brand is then embedded in the show, offering features like polls and quizzes, the results of which we can see in real time right on TV.
We get valuable content (like how to get this makeup look!) complete with e-commerce links included as part of the show. And the brand gets visibility, without interrupting the viewing experience.
TV apps will of course be linked to our social graphs, the content will be atomized again back out to our friends, who have a chance to learn about it even if they didn’t watch the show.Our Culture Vulture scenario is now increasing the volume of the genes passion, participation and consumerism.
The last scenario is based on one of the most die-hard and active TV types there is: The Fan.We take in the day’s sports news, and at the bottom of the screen we see a ticker. But the ticker isn’t from ESPN. The show is linked to our fantasy baseball team, and we are getting stats only on the players on our team.
We have the option to watch highlight clips for the players on OUR team. We can also see if there is action around the league we want to know more about.
We will be able to send (or speak) a note to someone else in our fantasy league, along with one of our video highlight clips. The whole thing is sponsored – in this case it is powered by Red Bull.
Or we could be watching our team live when the other team brings in a knuckleball pitcher for relief. Instead of sitting through ads while the new pitcher warms up, a game experience is offered up that gives us the chance to try to hit a knuckleball so we can see just how hard it is. Either built into the TV itself, or into a gaming console we have in our living room, TV senses our movement (even without a controller), and we play a game right there. We could spend 15 seconds or 15 minutes playing with friends, and then go back to the game that paused itself to wait for us to finish.This fan behavior doesn’t just extend to sports. Imagine people across the country playing a console game like Rock Band for a chance to get into a reality show.With the Fan scenario, we are really activating the social, stimulation, fantasy, passion, participation genes
Technology isn’t the limiting factor, business and existing mental models are. The technology to enable these scenarios is already out there. We already have streaming TV independent of channel and time of day, and this is only proliferating - Hulu started it all, but now we have NetFlix, xBox, Playstation, and YouTube. And we have services like AppleTV and Boxee that scrape the web for content, assemble it in one interface and allow us to compile it in new ways. And as we saw with the Obama inauguration, we are already seeing social networks integrated into live programming.So while the above examples show that this technology already exists, it currently only exists through the PC. The PC is acting as the middle man between the consumer and the TV experiences they want to have.
So here’s hoping that in 5 years time our vision for the “Future of TV” becomes the destination we arrive at and the business and legal implications of cable operators don’t slow us down!With that said, here are a few implications content creators and marketers will need to understand.
Paid media will not go away, but there will be less of it, and it will be aimed at smaller audiences. The social dynamics of the web will come to TV, meaning that content and advertising will need to be charismatic enough for people to bubble it up for themselves.
I promised I wouldn’t say the :30 is going to die, and I don’t think it will. Even if the door slowly starts to close in on it, lots of other, albeit smaller doors, will open. There will be 2 second spots, 5 second spots, and even 15 minute spots that viewers will be able to pull into their viewing experience when they feel like taking a tour of an entire car. It isn’t the end of anything, just the beginning of even more creative opportunities.
It will still be about the consumer demographic (age brackets 25-49, HHI of 55k+) but it will also be about ‘we’re talking to Jen right now.’ Online data will blend with offline data. There will be ways of targeting ads borrowed from online, like behavioral targeting. And it means that media planners will have to retain their expertise of today, along with the art of combining quantitative data and consumer insight to find new ways to reach people.
People will be channels. This new type of TV will create a new genre of careers built purely based on aesthetics and popularity. This will put downward revenue pressure on the traditional channels. People will seek sponsorships, and brands will try to get mentioned by them. Brands will go around the networks of today to sponsor content by up-and-comers who might not have made it in the traditional model. In many ways, advertisers will become direct patrons of content, and will have a responsibility to respect lines between editorial and commercial.
Everything will work across devices, but will also have to work across the increasingly permeable world of third party platforms people are using. Content will be need to be compatible with the all the things people are already doing – whether it starts on TV or simply ends up there.
The conversation cannot be controlled – we know this already from the web. But it will become increasingly true in the future.
Programming and brands will have to react to events, competitors and conversation in real time, eliminating the need to create media plans months in advance. Agile brand marketing, where ad creation and insertion will move closer to real time, will be necessary.
This is already happening, and is a large part of why the TV industry is scared. The bottom line is that brands will find ways to be in the content (but separate from it—think beyond product placement). We’ll build applications, provide added-value content, and sell, auction and give things away in real time.
TV and the web will connect brands and consumers in ways unforeseen today, both through content and with the interface people use to surf that content for themselves.
For more information about this presentation, please contact Katie Lamkin at katie.lamkin@razorfish.com or 312-696-5241.