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Are your rivals going to let viewers respond immediately to TV ads on their iPads, while your ads just hope to be remembered?
Second-screening, where consumers use mobile devices while watching TV, presents great opportunities for brands, retailers and financial services, and is on the increase.
Econsultancy’s report on marketing integration won’t be published until Integrated Marketing Week in June, but we wanted to preview some of the top line findings from our survey of over 1,000 marketers and agency pros.
In this post, we look at the building blocks of integration and its number one enemy, human nature (and what to do about it.)
When it comes to the Connected TV landscape, it truly is a wilderness out there.
Change in how we’re consuming media provides tremendous opportunity for both publishers and content creators looking to reach audiencea.
However, platform fragmentation and a myriad of technical and business constraints ensure that it’s never been so easy to get lost in the cost and complexity.
We all get excited when we have something new to show off, making sure everyone notices and mentions the haircut you've just paid a small fortune for, or strategically leaving your shiny new phone on the corner of your desk so everyone who passes can coo accordingly.
When you've finally jumped through the necessary hoops to get the go-ahead for a piece of content, is it always the best idea to open the floodgates to let everyone see what you've made right away?
Even though it is impossible to have a conversation today with a CMO or other marketing leader that doesn’t address digital strategies and tactics, it is easy to forget that the term “digital marketing” did not even exist 10-15 years ago.
In the rush to drive likes and tweets, pins and favorites, ratings and reviews, marketers often overlook traditional tactics, which are still an effective way to motivate desired behaviors among consumers.
And as the land grab to gain digital mindshare continues to pick up steam, it is becoming ever more important to differentiate your brand by offering compelling solutions to consumers across all channels -- both digital and traditional.
Connected second screen experiences have enjoyed, or arguably suffered, a prolonged period of experimentation. No single slam dunk business model has disrupted the landscape, but there are several approaches that have succeeded in generating additional revenues and enhancing the 30-second TV spot.
Since they are not ubiquitous, you may not be aware of these successes. Here I examine the barriers and opportunities for the connected experience in detail.
This blog elaborates on the latter, with some examples of great connected experiences that have been successfully monetised.
A few years ago, I had coffee with Nick Langeveld, who left Nielsen to run business development for an interesting company called Affectiva. He was telling me how the company, an MIT labs spin-off, was going to make measurement in a new direction by measuring people’s facial expressions.
Like Intel, who is going to start shipping set top boxes that know who is watching television, Affectiva is using the ability to watch consumers through their webcams as they consume video, and measure the emotions in real-time.
Now, marketers could see the exact moment when they captured surprise, delight, or revulsion in a consumer—and scale that effort to anyone with a webcam, who opted into their panel. This sounded great, but I wondered if and when large marketers would adopt such technology.
Now that SXSW has drifted from interactive to music, we've taken time to reflect on how much a part social media played over the five days of the interactive festival.
The folks over at Salesforce crunched the numbers for us so we could share some of their social buzz findings from the Salesforce Marketing Cloud.
Connected experiences which seamlessly fuse second screens and connected TVs have been ‘the future of TV’ for so long it almost feels like a returning series.
Playing along with a quiz show, requesting a product sample during an advert, taking a breakfast news feature with you on your morning commute so you can finish watching, all could be routine.
But despite the enablers and technology being in place this seismic shift in the viewing experience stubbornly refuses to go mainstream. Why is this?
When Google purchased YouTube for $1.65bn in late 2006, some wondered whether the acquisition would be the Web 2.0 equivalent of Yahoo's ill-fated billion-dollar purchase of Broadcast.com during the first .com boom.
It was hard not to be somewhat skeptical: YouTube was an expensive operation to run and was facing the same type of legal assault from Hollywood that basically killed Napster 1.0 years earlier.
As homes and offices fill with more and more internet-connected devices, consumers are increasingly consuming content on multiple screens.
Content creators and distributors know this. Advertisers know this. Analysts know this. Entrepreneurs and startups know this.
For countless companies active online, the ever-increasing importance of mobile is no surprise. It's seen every day in the growing amount of traffic their websites receive from users on mobile and tablet devices.
The big question: what activities previously performed on the PC are being shifted to these devices?