Posts tagged with Contextual

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The future of TV: five innovations to look out for

The box, the tube, the telly, the television. Are any of us sure the set is set to evolve?

The television is one of those unifying pleasures and most people are already happy with the experience of watching it.

Additionally, advertisers still think of television as the big hitting ad medium, rightly or wrongly. 

So, if it’s not broken, why fix it? Or is that the kind of reasoning that stymies innovation?

I think it’s fairly obvious that although we can choose to think of television as a constant, it has changed significantly since it went digital. FreeView in the UK, TiVo, Sky+, on-demand services like iPlayer and Netflix, Apple TV and Chromecast, the impact of Twitter and social TV, Roku, there have been many developments.

But what’s next? Here I’ve tried to sum up some of the innovations for advertisers and viewers I’ve seen in the last few months. See what you think..

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social within an online video ad for volkswagen

What are the possibilities with online video ad creative?

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.

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