The first Maxxcom
Collaborative Alliance which made its debut this June, focused on digital media
and featured speakers from Conde Naste, ESPN, Time Warner Medialab and Fordham
University as well as speakers from Mitch Oscar’s Media Dadaists from
Collective, Rentrak, Trendrr and TVB. All in all it was a spirited forum that
spawned new ideas across print, television, mobile and cross platform. Two videos from the Maxxcom Collaborative can
be viewed here:
Steve Farella and Mitch Oscar discuss the Collaborative - the past, the recent and the future:
The Collaborative has an illustrious history. Mitch Oscar’s vision to ignite the “Televisual Revolution’ began with his quarterly Collaborative Alliance events which launched in 2004. Oscar has set the futuristic pace since then, offering prescient insights into set top box data before it mainstreamed, addressable advertising before it became a cogent business model and multi-platform advancements before it hit the zeitgeist. He tries to keep pace with the ever evolving media landscape and is often ahead of the generally accepted wisdom. Even his title of Televisual Application Executive is a bit ahead of the media curve. I don’t know anyone else in the industry with that title!
“Fragmentation is happening and continues to happen”
says Steve Farella, CEO of Maxxcom “But today we featured a number of different
vendors and a number of different pieces of technology who illustrate that not
only is television a strong medium but that digital video is a great complement
whether to extend a reach of a campaign or add to the frequency of a campaign.”
“What we tried to do with the Maxxcom
Collaboratve was address video across platforms, second screen, social TV.
These are things that we think about all the time” says Oscar. He put together
a series of panels to more deeply explore the impact of digital media on
social, print, television, advertising and measurement.
Whether extending the influence of print and its second
screen with Scott McDonald’s Conde Naste presentation or combining digital
media with set top box data to extend the reach of television, as Justin Evans
from Collective did or describing live broadcast mobile television as Stacey
Lynn Schulman did, it is clear that digital media has a strong role to play
especially in conjunction with other forms of media. But what about
measurement? Glenn Enoch of ESPN offered a solution in the form of Project
Blueprint which combines five platforms – TV, Radio, PC, Smartphone and Tablet
– and Arbitron and comScore data into one integrated measurement.
Turner’s Howard Shimmel presented The Five Principles
of TV and Social Media and Second Screen Engagement with a neuroscience based
study from the Time Warner Media Lab. Through the use of biometric monitoring
including heart rate, skin resonance, fidgetiness and eye tracking, Turner was
able to ascertain unexpressed yet biological consumer reaction to media stimuli
and cross platform. They also included a quantitative survey to measure
branding and were able to find the right combination of on-air and digital
touch-points for specific tested programming and their viewers.
Closing the forum, Professor John Carey of Fordham
University discussed the history of mobile phones. His entertaining
presentation took us down memory lane from the heavy and cumbersome shoe box
size mobile phone and the early modes of car phones to today’s pocket size
entertainment center. In the span of 80 years we have gone from carrying a
contraption in one’s car that needs to be wired to a telephone pole to
something that fits in your pocket and works anywhere in the world.
This just goes to show that digital media is still a
moving target. Technological advancements make it critical that we as an industry
always try to keep up, if not ahead of the consumer.
The Collaborative is open to all in the media. Contact
Mitch Oscar if you want to get on the list.
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