Yesterday, Researcher Mike Glantz on my team attended the TV of Tomorrow (TVOT) conference in New York City. Practically from the conference floor, here is what he had to say:
"The conference was a packed house of technology vendors, data providers, advertising agencies, multichannel video programming distributors (MVPDs), and TV networks all discussing their collective vision for the future for TV as we know it. I wasn’t able to catch all the panels, but some key themes I noted from the ones I was able to attend:
Multitasking has changed how TV is measured. Measurement companies like Nielsen, Comscore, and Rentrak are fully aware of how consumers are multitasking with laptops, smartphones, and tablets and the additive effects multitasking has on TV watching. All three are taking steps to build single-source measurement panels that can accurately track cross-platform media exposure. On the startup side, companies like Bluefin Labs and Trendrr showed some of the ways they are tapping into social media data to uncover cross-platform engagement for TV shows.
Technology companies and TV programmers are ready to engage their audiences on second screens. I was continually impressed by announcements and demos from Shazam, Ensequence, Zeitera, and TVplus that showed how mobile applications (and soon TV themselves) can seamlessly sync to TV shows and instantaneously provide additional show content and co-branded ads.
This past week, Rino Scanzoni, chief investment officer at GroupM, openly decried Nielsen’s national, sample-based TV measurement. Although Scanzoni has an inherent bias (GroupM’s parent WPP owns Nielsen competitor, Kantar, which has a set-top-box data-based TV measurement system of its own called RaPiDview), his words still speak volumes about the state of TV audience measurement and the need for a new system.
In our report earlier this year, "TV’s Currency Conversion" (client access required), we predicted that set-top-box data would start to gain traction in local markets where Nielsen’s samples were especially small and statistically unstable. Since then, data providers like Rentrak and Kantar have been gaining traction in these local markets, offering marketers granular user-level data from local cable companies’ set-top boxes. Nielsen, too, is aggregating set-top-box data as part of a push for a hybrid methodology, but these efforts are confined to its small local market; its legacy national measurement methodology continues to be based on a relatively small sample of households.
However, Nielsen has more problems on its hands than local TV measurement. Consumers are constantly multitasking with other devices while they watch TV. With attention spans no longer guaranteed during commercial breaks, marketers need new ways to measure their ads not just on TV but also across smartphones, tablets, and laptops as well. As media fragmentation continues to grow, marketers will need behavioral cross-platform metrics that measure their audiences across multiple media touchpoints.
For the 2010 launch of his autobiography Decoded, hip-hop mogul Jay-Z ran a teaser campaign with Bing that released one page of the book per day on out-of-home signage; people across the US tried to decode the pages from buildings, pools, and clothing racks. Jay-Z is one of many marketers giving the once-stagnant out-of-home channel an infusion of digital and creative innovation. Place-based networks, digital signage, digital billboards, and hybrid installations offer an array of options for marketing leaders to consider as they try to reach on-the-go consumers. This reinvigorated medium offers marketers greater relevance, engagement, and interaction. It grabs consumers with content at the right time in the right place — when they are about to make a purchase decision — and offers the immediacy of instant gratification or information through smartphone-enabled technology.
To get a picture of this new media landscape and to find out more about how leading marketers have begun to use digital out-of-home, check out my new report, “Digital Remakes Out-Of-Home Advertising."
What do you see in the future for digital out-of-home? Are you ready to get outside?
What to do when a failed product concept still lingers, haunting every attempt at injecting it with new life? That's the problem with interactive TV, a term that grates like the name of an old girlfriend, conjuring up hopes long since unfulfilled yet still surprisingly fresh. Gratefully, it’s time to put old product notions of interactive TV behind us because this week Microsoft will release a user experience update to the Xbox 360 that will do for the TV what decades of promises and industry joint ventures have never managed to pull off.
Meet engaged TV. From now on, I will no longer need to plead with the audiences I address, the clients I meet, or my friends who still listen to me to imagine the future of TV. Because Microsoft has just built and delivered it: A single box that ties together all the content you want, made easily accessible through a universal, natural, voice-directed search. This is now the benchmark against which all other living-room initiatives should be compared, from cable or satellite set top boxes to Apple’s widely rumored TV to the 3.0 version of Google TV that Google will have to start programming as soon as they see this. With more than 57 million people worldwide already sitting on a box that’s about to be upgraded for free – and with what I estimate to be 15 million Kinect cameras in some of those homes – Microsoft has not only built the right experience, it has ensured that it will spread quickly and with devastating effect.