mediatime

Online Video

The writers strike as we know, is all about the creative community getting there fair share of new revenue streams, including broadband video streaming of TV content ( and archived content).

The logjam is caused by the fact that currently, despite more and more good quality content making its' way to TV network websites, the reality is that very little revenue is being generated .

Why? Because no one has figured out how to integrate advertising effectively ( certainly video pre-roll can't be the answer) without alienating the consumer .Remember the user? They expect control , chat, interactivity , deconstruction, viralability and on demand access from there web experience.

Also, measurement and the cost value relationship is not well understood or sufficiently quantified.

I know everyone says that the consumer will not pay for content on the web , but if I can cancel my cable bill and pay a small cost per view for ORIGINAL , FRESH content ...why not!

Another opportunity would be advertiser sponsored video content ; but with navigation routes to deeper character content, story backfill ( eg. watching Heroes, I can ask where did this character come from and read related content/view video, chat with another viewer).The " reward" to the advertiser will be data on the consumer .

Social Media Impact on Ontario Election

The upcoming Ontario Provincial election should provide an interesting test of the power of emerging social media tools .

The NDP and Green Party especially , have not had the budgets to compete with the Liberals and Conservatives via mass media .

What they do have , are an activist community of supporters that are very savvy with weblogs, podcasts, facebook, widgets online chat/forums, flash mobs and in the case of the Green Party, a very focused , differntiated position on a major consumer issue; climate change.

The natural resistance, self imposed limits ( eg. no using facebook at Ontario governement offices) , need for control of the dialogue ,of both Liberals and Conservatives ,  could be the weakness that the NDP and Green Party can exploit.

I'll be curious to track how each party uses ( or not) the array of new digital tools at there disposal.

Evoltion Video ...or was it TV .or film..or .who cares

The recent Cannes success for Doves Evolution video ...produced right here in Toronto .....is a great example of the fact that categorization of content by "platform/viewing device" is out of touch with current reality.

This creative eality applies to media/communication planning as well.

The old ' building blocks' type of planning; where " first comes tv, make sure we are effective in TV , now , if ( there never is) enough money left, we can add outdoor, then step 17 , lets add some innovation ( that we can cut later ) is out of touch with todays landscape.

Start with a great communication platform razor sharp idea , understand the consumer, engage the consumer at relevant times , conducive places, the right frame of mind, in the devices that he/she chooses to consume content.

Mobile Media ..Next Game Changer

Every minute 1000 new mobile subscribers are added worldwide.

There will be 4 billion mobile phone users before the end of next year.

Notice how people under 24 don't wear a watch!!! or an alarm clock....using mobile phone instead.

A survey of young people showed that they would rather lose ther wallets and ID than ther mobile phone!

The major broadcasters have made significant progress in securing mobile rights to FIFA Soccer, NHL Hockey, the Olympics, top rated shows such as Heroes, Survivor ; which will drive usage , experimentation and new ideas.

Then , of course, there is the iPhone effect!!!! I am salivating at the thought of getting my hands on one . It will truly be a game changer . Even if it falls short ( which I don;t believe) of expecattions , it will drive all other manufacturers to be more innovative .

In 2008 expect to see broad usage of phones as mobile content /video devices, as interfaces with outdoor boards, vending machines, as ticketing units, more txt /TV contests , original content for mobile and user generated photos/video .

Comsumers continue to be ahead of marketers and advertisers , who are struggling to keep up and find ways to engage people within emerging platforms.

TV Upfronts

The whole notion of the TV upfront is past tedious, hyperbole, and trumped up excitement!

A new 6 Million Dollar Women; stop the presses, open your wallets, pay thtrough the nose.....not.

With major media companies having the rights to content that consumers can choose to view across multiple platforms , including increasingly broadband video steaming and mobile plus the opportunity for branded content, product integration , custom creative solutions....why the herd mentality to lock up your budgets in 2 weeks ....when most clients don't have a clear idea what they will be doing 6-12 months out.

Video Online -The Masters

Todays' video streaming of the 3 holes at Amen corner ,from 10:30 am , well before any TV coverage was available ( TSN started at 4 pm) is an excellent application of online video.

it was top quality content, it was exclusive and pre traditional media, the quality of the stream was excellent, it delivered an attracive audinec ...at work , at theire desks, with limited commercial interuption.An adjacent leaderboard and updates every minute was great.

It would have been nice to have stop and rewind capabilities and a chat box ....

Satellite Radio merger...

I am a XFM subsriber , and have been for almost 2 years ..and I am a big fan of the range of muisc choice, sports games accessable, love the digital display of the artist and song....

My radio tuning starts with the local news, weather, traffic station...then straight to XM.I can't stand the endless mindless chatter and self promotion frm conventional radio DJs ; and the quality and frequency of ads, promotions is mind numbing.

So why haven't more comsumers bought into the proposition?The merger is necessary because satellite radio has been a big flop ! Still losing money, overpaying big name celebrities , increasing churn, over-inflated numbers based on auto companies giving 6 months fee to new vehicle owners.

The medium provide lots of choice; but not the control or feeling of creativity that an iPod provides ; and that is what younger consumers want .Plus most music shared and consumed by MP3 owners is either free or close to it; so the idea of a monthly subscription is unappealing.

Satellite radio should redefine itself as mobile digital content ( music, sports events, talk, why not audio clips and video /photo stills) ; and expand the platform application and ease of access ..not just content to car ..and now content to phone ,but content to home stereo..PC ..digital TV.

The Gathering Storm

The Doritos consumer generated Super Bowl TV commercial ( cost to produce $12.95) rated #4 in terms of consumer rated effectiveness/likeability !!What does that say to clients about ..production costs...speed to market ....

The positive perception of the 4 Consumer generated ads in the game will no doubt result in many other initiative this year. The novelty factor will wear out quickly and we will see some crap; but I see CGC as an ongoing element of many campaigns; not replacing the profesional agency commercials but augmenting them . Why not have the creative team bang out a few ads inthe same low cost/quick turn/low production value vein?

Its' not hype, not buzz, the trend to shift major dollars to digital/web is real and Ifeel it coming big time in 2007.Do not be left behind. Don't look for the 1 Big Idea ; get many small, stealth, test projects quickly in market ; test , learn refine, act again, learn , expand, invest.

What to Look for in 2007

1. A Blurring of Roles- who is the media owner, who is the creative agency( AdAge just named the consumer Agency of the Year), who is buying the media/idea ?
2. A Continuing Shortage of digital talent; creatives, strategists, measurement people
3. Pressure on agencies to produce more " ads/video" , cheaper and quicker- if Joe Blow can whip something up and get 100's of thousands of views and viral buzz ..why can't you!
4. BUD TV launch post SuperBowl
5. Many , many YouTube rivals
6. Lots of really bad attempts at viral video and consumer co-creation as agencies /clients feel the pressure to do " something , now "
7. Alliance Atlantis sold to .........CanWest.
8. CTV Globe Media purhase of CHUM ..assets sorted out ..radio and "A" Channels sold..
9. A big big YEAR FOR VIDEO on the web as rights isssues sort themselves out ..consumers continue to go broadband and increasingly to wireless networked homes
10. The consumer created ads in the Superbowl will give an early indication of whether this trend will die or accelerate.

Media and Creative Must Work Together

First . You don't have to live together to work together!So any talk of media planning going back within " brand" agencies is a nonstarter.( who's table are we talking about?)

In the emerging media market , with multiplatform campaigns and integrated media partner packages it is more important that media strategy, planning and implementation is together.

That being said; any great advertising campaign starts with a razor sharp insight and a great idea ( which can come from anywhere , but most often germinates in strategic planning and creative) and then naturally ignites and cascades cross channel/platform.It is the connection strategy and media amplification that is only great if and when a collaboration occurs between creative team and media/channel planners.

The solution to ensuring creative-media collaboration is NOT for brand agencies to hire a token media person inside .This will only give creative a reason to opt out of any media relationship ; " I already spoke to the media person". The orphaned channel/media person will have no access to tools, no sounding board for media ideas, no natural relationship with media sellers and no finger on the pulse of the rapidly changing media landscape.

Leaders within both creative departments and media companies must ensure the dialogue takes place, and that media educates creative on emerging digital opportunities and that creatives respect and recognize the oxygen that a great media person provides a great idea.

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