Content is king
What does the future of TV tech hold for the average high street consumer, and, more relevantly to us, what does it mean to the ad world? Is the smart TV something we should forget about until the prices drop and families begin arguing over which app to use rather than which channel to watch? Obviously not. While the marketplace for TV tech is set to get very crowded and confusing, it’s important not to get distracted. Content will continue to rule throughout. The future of television is less about the TVs we watch and more about the way we choose to watch – the apps we favour, and the schedule we build for ourselves.
According to Google, YouTube is as effective as TV in building awareness for your business. *blinks*… Hard to believe, I know but in this post, I’ll try to outline the features and selling points of video for your search campaigns as well as explain how integrated YouTube videos that can be managed in Google Adwords may be the more efficient move for your client.
YouTube content and visitors are growing at a rate faster than one could possibly comprehend. With over 800 million unique users, it’s a channel opportunity hard to ignore. Using keyword, interest, demographic or topic targeting, we can basically manage TV ads on YouTube the way we would manage our paid search campaigns on Google Adwords, using the variety of various Ad formats at YouTube’s disposal. Move over TV buyers, digital and online is back with more for the media world!
With the buzz around the Olympics reaching fever pitch, its been really interesting seeing how the key sponsors have been using the web to extend their marketing. One example that caught my attention over the last few weeks has been BA’s ‘right up your street‘ campaign. The TV ad itself is interesting because counter-intuitively, the airline are asking its customers not to fly during the games but to stay at home and cheer Team GB to victory!
I’ve written about the next wave of Social, Location, Mobile (SoLoMo) apps that came out of SXSWi12 before. They are ambient and uninitiated, unlike a Foursquare or a Facebook places, which require a user action to check in. Whilst Highlight, Glancee (who Facebook have just bought to help evolve their mobile offering) and Sonar all fit strongly in this category, nothing is quite as pervasive as PlaceMe – the first app that really brings the auto check to life. Instead of declaring yourself somewhere, PlaceMe is always on, recording and publishing where you are, wherever you go. Too much? Let the founder talk you through app and how it functions. It’s not worth sticking through the whole 30mins, but the demo is worth a watch. Whilst this is intrusion on an unprecedented level, the richness of personal data it gathers could inform targeting and personalisation in a much more meaningful way. For example, it could give you advance traffic warnings knowing that you take the same route back from work every week.
The hype and expectation of the last few weeks finally ended yesterday when Apple launched the new iPad. With the new retina display – a better resolution than your HD TV – and a 5MP camera and HD video recorder, it’s another stunning device from the world’s most valuable company.
Do you remember the first time you saw famous logos, from brands like McDonalds, Pepsi or Puma? I didn’t think so… Nowadays we’re bombarded with advertisements and brands every day, so that’s difficult to try having a fresh vision of what they mean and feel to us, like you’ve never saw them before.
Google TV was in the news again yesterday. The partnership with Sony is forging ahead and according to Eric Schmidt of Google “by the summer of 2012, the majority of the televisions you see in stores will have Google TV embedded on it”.
That sounds impressive, but that doesn’t mean people will be using Google TV – or buying the TVs in the first place: sales of TVs are down 21% according to GfK.
There is no shortage of doom and gloom in our daily news – mostly economy related – which can potentially mislead us in to thinking that life has gone backwards over the past few years. But of course, in bigger picture terms, it hasn’t. If we think about the potential available to us literally at our finger tips, then we realise that the human race could occasionally do with being given a good shake and told to stop feeling so sorry for itself. Next time you get wound up when Skype takes too long to connect a video call to a friend travelling in a Asia or when your train home is late by 6 minutes, just think: is it really such a big deal or have we just got horribly used to instant-gratification. We’ve just been conditioned this way, and road-rage and twitter rants suggest it’s getting worse!
This little clip of shouty but most amusing American comedian Louis CK makes the same point but in a much funnier way – as evidenced by the 4.9m views on You Tube. The line, “Everyone on every plane should be constantly saying, ‘Oh My God. You are sitting in a chair in the Sky’,” is particularly gold dust. Or maybe it’s the way he says it.
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