Posts tagged with 'broadcasters'
Online video has always felt to me like one of those technologies where brands have varied massively in their commitment to innovate.
That was kind of understandable until the last couple of years, as YouTube and video streaming (NetFlix, NOW TV,4OD etc) are now so pervasive.
With brands committing to more online video advertising, it’s obvious the technology will be maturing. In effect, what’s possible on your website should now be possible in an online video ad.
As web viewers aren’t captive in the same way live TV viewers are (even they can go and make a cup of tea), advertisers have to get cuter at delivering changing and tailored ad content that is essentially fun or useful enough to be voluntarily engaged with. A tall order?
Well let’s look at what can be achieved? Here are a few examples, mostly taken from Innovid, who I chatted to last week.
In the past few years broadcasters of all shapes and sizes have accelerated their investment into digital as an audience development channel.
But what should they be focusing on? Content distribution via digital? Social? Second screen engagement? Big data? Mobile? What are the big opportunities on the horizon?
This is a question that our friends over at the BBC Radio 4 are mulling over, to try to extend engagement beyond the linear listening experience, and to portray itself in a different light to new audiences. So what is the future of radio in an age of digital content?
To help find some answers the BBC Radio 4 team has decided to host a kind of hack day, to mine the brains of digital experts.