International TV- and 360° producers know it by heart, now Thinkbox and IAB proof it to be true for advertising as well:
- TV & online work best together,
- TV & online are used mainly for entertainment (TV 80%; online 56%)
In their actual research Thinkbox and the Internet Advertising Bureau (IAB) show that using TV and online together in advertising campaigns is significantly more effective for advertisers than using either in isolation. Their combined use produces major benefits for advertisers, including dramatically increased positive brand perception amongst consumers – some 50% higher – as well as significantly greater likelihood of purchase.
The Thinkbox/IAB survey focused specifically on ‘digital consumers’; people who own a digital TV and use broadband internet, and are medium to heavy users of each (about 25 % of population).
- 64% of the sample said they sometimes watch TV while using the internet, while 48% said they did this most days
- Using TV and online together results in 47% more positivity about a brand than using either in isolation
- The likelihood of buyingor using a product increases by more than 50% when TV and online are used together
- Two thirds of the sample have watched TV via online providers, mainly as a way to catch up with broadcast TV, and mainly from TV broadcasters’ websites
- Both TV and the internet are used for entertainment (TV 80%; online 56%) and both have a significant influence on driving purchase (TV 75%; online 52%)
TV and Online campaigns need to have a consistent theme/message
- The strength of each media need to be maximised:
> TV – excitement and impact,
> Online – interaction and personalised engagement.
- Needs to be a high level ofvisual synergy.
- Rather than use online as a reach extension medium, it be used to target those who have seen the TV advertising to extend the message of the campaign.
June 2007, London
“Good morning, Crane, Fool and Schmidt Consulting, we found out that PC EATS TV in Great Britain. Change your way of media production and distribution. Shift loads of your marketing spendings to online video.”
January 2008, Berlin
“We just made a nationwide survey on video consumption. Guess what! We found out that ONLINE VIDEO does NOT EAT TV! Over-all media consumption time grows steadily plus people looking online videos are heavy media consumers meaning they look more TV than the regular TV conumser does anyway.”
May/June 2008, New York Ipsos.com: PC EATS TV’sshare of screen time! The amount of video consumed on TV has dropped 5 % among people who actively stream and download video content.
MOTION – the quarterly tracking study investigating digital video usage and behaviors in the U.S. by Ipsos MediaCT – shows that the percentage of video consumed on a TV among video downloaders and streamers declined from 75% in February 2007 to 70% in February 2008 – a small, yet significant drop.
In addition, the percentage of total screen time captured by movie theaters also declined significantly in the past year.
Adam Wright, Director at Ipsos MediaCT: “Streaming video onlinehas become an activity many Americans aren’t just experimenting with, but enjoy on a regular basis.
About half of all Internet users aged 12 and up have streamed a video file online in the past 30 days.”
The uniformity of the trends observed with share of screen time among digital video users really underscores a much larger implication for the video entertainment industry: consumers who are engaged in video downloading and streaming today are indeed developing a more diverse set of needs with how they access and manage the their preferred video content.
Bottom Line: Convergence continously coming true.
We need high quality content. We need the distributor’s readiness to put it on any channel. We need development of convergence device technology. And of course securing (increase of) bandwith.
Go for a good weak!
And keep in mind: Content is King, Distribution is Kong.
Royal Caribbean launched a flash-site to promote their new ship with extremely successful integration of all media. And they made an intro that works despite bothering. We even could ignore the charming but cheesy way of being taken care. Excellent virtual discovery site for a place we never would want to go in real life.
Go, have a look.
And while you’re at it, go check on ECODA – THE ECO ZOO as well. ENJIN and McCANN ERICKSON Japan made a fantastic combination of pop-up books and flash there. Remember that the first mechanic books appeared during 13th century while clicking it…
Getty Images just released Moodstream, a nice interactive toy that uses their image bank as well as additional assets like audio and video.
thebarbariangroup developed the whole “Mash-Up-Interface” and it debuted at the Webby Award Film and Video Awards in New York three days ago.
Rick Webb from Babarian on Moodstream: “What is Moodstream? It’s a concepting tool. The modern version of the fireplace [hem]. An interactive art piece [harrumph]. TV for the future [hem harrumph]. It’s a website we created for and with Getty Images to showcase all of their offerings [now we're talking] – still, video and sound – and inspire interactive creatives. And it’s really, really fun to use. Oh, AND, it’s in .NET. I mean, come on. How hard core is that? [?]“
You can fine tune your settings according to mood, style, temperature and you may pick items and send them to a moodboard or adjust the audiostream.
Bottom Line: Good Interfacing but it get’s slightly boring soon because the tool comes up with a lot of rollbacks then.
We’ll give it a chance nevertheless. Maybe they’re going to fill up their sales promotion tool … AND WE just LOVE all those MASH UP MACHINES.
ReadWriteWeb of course did an astonishing list of visualization tools in March already.
“Visualization is a technique to graphically represent sets of data. When data is large or abstract, visualization can help make the data easier to read or understand. There are visualization tools for search, music, networks, online communities, and almost anything else you can think of. Whether you want a desktop application or a web-based tool, there are many specific tools are available on the web that let you visualize all kinds of data.” Nearly all of of the best to be found there!
While lg15 went online on June 16th 2006 the following Snacky-Soap would hit youtube 3 weeks earlier on 24th of May 2006.
Surprisingly it’s made up to look like a selfmade video-blog and tells the story of a guy who finds proof that the Antichrist will be born in Berlin on 6th of June 2006. So he heads for Berlin rightaway and his journey through horror, surrealism and madness begins …
Episode 1: “Help me!”
[produced by johnsonLAB, coproduction: G+G, customer: 20th Century Fox]
The basic principle is finding out about your personality, your attitudes, your taste, even your opinion by asking you questions – and letting you select from a preset of pictures as an answer.
What happens there happens on/in many sites, tools, widgets inbetween:
- understand and collect feelings and opinions from people all over the world
- the more feelings and opinions get captured, the more precise our view on us and the world can get
- creating a picture of the world as we see it inside ourselves
- maybe yet another chance to create “a whole new universe of understanding” [who knows...]
“A free online location where you can use all your media, create movies and publish to anyone you choose.”
Creating a video and publishing it to the web – Jumpcut makes it easy. If you’ve been wondering what to do with the video you shoot with your camera or your phone, Jumpcut is a good place to be creative. If you just want to make cool slideshows with your pictures, Jumpcut is still a good place.
“The basic idea of this site is that a brand exists entirely in people’s heads. Therefore, whatever it is they say a brand is, is what it is. 940,000+ tags and counting.”
Posted by johnsonlab 
Posted by johnsonlab 
Posted by johnsonlab 
