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Please feel free to use this picture in your blog, website or presentation, in accordance with the stated Creative Commons and credit as shown. Linkage back to the original source is required.
Photo credit should read: (cc) Kenneth Yeung - www.thelettertwo.com
Please feel free to use this picture in your blog, website or presentation, in accordance with the stated Creative Commons and credit as shown. Linkage back to the original source is required.
Photo credit should read: (cc) Kenneth Yeung - www.thelettertwo.com
Abbey Klaussen leads a pannel of time shifters at adtech sf w/Chase, Disney
Theme Parks, Cabelvision and TiVo. Some re-caps:
Lower engagement program (reruns, etcm) means more people leave (duh). That
means advertisers will be able to find right audience at lower rates.
What works in ffd-world? High engagement viewers
- nbc research: focus is in center of commercial. TiVo will put a banner
there when you're ffwding.
- TiVo research: in high involvement/engagement content (Lost, Desperate
Housewives, etc.) you find that people watching/attending can actually
increase
"If we keep ffwd speed down people will track frames and stop when ads are
relevant."
Chris from Disney Theme Parks: we don't chase technology. What is best,
most creative way to dramatize & on what channel.
Regarding microsites/showcases, In the absence of promotion for a channel,
you'll be dissappointed. Should be a reward of value, explain why to
return, etc.
Also talked about adverisers as "programmer."
Chase definition of a showcase, microsite - someplace where you extend ad
for greater interactivity within same platform.
The key for all of us is a telescoping technology that takes from
consideration to value exchange.
Cabelvision: The CPG challenge is that its message can become boring versus
the entertainment platform on which the consumer is engaged.
Disney/Chris-if CPG can go to lifestyle like Coke and Nike the
entertainment value is available.
On-Demand challenges: Usability/Navigation is poor: Metrics weak: value
questionable: Scale
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pls xcuse trypos & brevty; snt frm pda. thx!
Hi. I must speak with you if you represent a mailhous. Our resources are significant.
Taken by Andrew Paradies of Photrade