The TVOT, to me, is to cutting edge media intellectual
property what the CES is to electronics - standing on the cusp of new
innovations for the media industry. Even its conference location this year in a
warehouse building near the new Hudson Yards development spoke to an early
insider’s look of what the future will bring.
The jam packed, fast paced day covered advancements in
TV Everywhere, Enhanced Advertising, Big Data, ACR, Smart TV and even UI
design. According to Tracy Swedlow, CEO of Interactive TV Today and programmer
of the TV of Tomorrow conference, one of the big changes from last year is that
“the broadcasters are doing more exploration into interactive content platforms.
They are heavily involved in TV Everywhere.” And the consumers are helping the
industry move forward. “Viewers are more and more savvy. They understand these
platforms. They expect more. They want more interactively. They want more
options. They are using more second screen.” Staying ahead or even keeping pace in this
fast moving industry environment is critical to success.
The conference addressed the following issues: Where is
the industry headed programmatically? What is holding back the business model? Where
are the business opportunities? And this year, according to Swedlow, the
conference included a “focus on Big Data because it is of critical importance
to everybody in this community.” Panels on Big Data included “Big Data: Friend
or Foe?” and “How Big is Big Data?”
But the Wild West atmosphere of groundbreaking
interactive, addressable and analytical companies that give TVOT its unique
energy was also evident. Companies included wywy which tracks and targets TV viewers
online via measurement of synchronized advertising, ipowow which pushes out
instantaneous communication in real time to harness audience participation and engagement,
jinni which offers a personalize-able remote control via an app and Lingospot which
offers a sync companion that pushes additional content to viewers as they watch
TV.
See videos from the full conference here:
See videos from the full conference here:
Here are the top five big takeaways from the conference:
TV Everywhere is Alive, Well and Embedded into the Corporate Strategy
According to Comcast’s Matt Strauss, "TV
Everywhere is one facet of our overall strategy. We want to give our customers
what they want when they want it." But, he adds that TVE has to work for
everyone involved, whether it is with rights, research, programming, devices. “We
are now seeing the pieces come into place.” And Time Warner’s Chris Faw sees future
possibilities in TV Everywhere as they work on the advertising model for it.
Standardization Facilitates Scale
There is a pressing need for standardization in such
areas as metrics before true scalable growth can occur. Jeff Siegel of Rovi
believes that “advanced platforms will not scale until consumers use the
devices and agencies can access the data easily. Right now there are no
standards across devices.” And ABC’s Pooja Midha said that the industry has “got
to make it easier to buy across platforms.” Panelists agreed that advertising
has to go beyond just the pre-roll and should facilitate interactivity across platforms.
It’s All Video, Just Different Screens
It’s official: Television is no longer defined as the
hardware of the box. It has transcended to a more universal concept of video
without borders. Tal Chalozin of Innovid saw the media landscape as “all video,
just different screens. Consumers don't care what device it is. They know they
are watching (a specific program).”
Break Down All Silos, Including Metrics
Whether it is the media companies themselves or the
agencies, selling, buying and stewarding media by platform is labor intensive
and inefficient. Alex Terpstra of Civolution sees that the “work is on the
organizational side to make the package easily steward able for the agency. We
need to stick to traditional TV metrics and make it work for the web.” Christopher
Gillet of Adap.tv advised that we “need a data management platform. Everyone
has their own datasets and we need to join these sets together.”
Big Data is More Important Than Ever – But We Need
Interpreters!
Panelists agreed that age and gender has been a proxy.
Now we can target consumers using big data. But analyzing Big Data is as much
of an art as it is a science. Jane Clarke of CIMM, explained, “The research
community has always had access to data.
But today we have all of this new census data coming from digital
servers and set top boxes, and the analytics that go along with that data
require a new set of skills in order to apply it in smart ways for business
purposes.”
ok im down, but i want transparency, AND TO BE PAID!! , well
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