Jul 302009

Running the Australian Laboratory for Advanced Media production I often have to provide a broad contextual background (as well as detailed insights!) to many of our seminars and labs. Over the past few months I have presented across a range of topics suggested in the blog title and lucky for some these have been captured in video form! So the player below contains (for now) seven separate presentations, a mix of free informal evening ones through to more formal full day workshop intros. The video production value is variable so I add the audio only versions at the bottom too and there are links to the other many great speakers at each session, detailed below the video box. These are unedited and contain the usual umms, arrs, errors, coughs & pregnant pauses, oh and I hope some great content. All are 16by9 apart from the serious games in 4by3, Enjoy

  1. SOCIALIZED TV 2.0 – 17m © Gary Hayes Director LAMP @ AFTRS and CCO of MUVEDesign (slideshares here)
  2. GAMES: SERIOUSLY – 35m © Gary Hayes (slideshares here)
  3. VIRTUAL STORY: THE ART AND CRAFT OF MACHINIMA – 42m © Gary Hayes (slideshares here)
  4. (Seminar Intro) THE RISE AND RISE OF SOCIAL MEDIA – 13m (slideshares here) © Gary Hayes
  5. FREE AND EASY (seminar intro) – 10m © Gary Hayes
  6. IPTV FUTURES – 20m © William Cooper Head of Informitv (live Skype video interview with Gary Hayes)
  7. MULTIPLATFORM INNOVATIONS – 22m © Giancarlo A. Mori Senior Vice President, ANIMALLOGIC Interactive. (live Skype video intro interview with Gary Hayes)

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Mar 112008

Three more quick cross posts from LAMP Watercooler – yes feeling guilty already!

Bring the Love Back

We have seen a lot of videos about the changing media environment but this one nearly a year old, slipped through the net. So just been to a great business, Trans-Tasman lunch and Tony Surtees who was speaking about ‘The Conversation’ played this very cool video which reinforces my previous post. Funny and worrying for traditional advertising models at the same time.

Online ads more effective than TV ads

The block below is from Advanced TV and seems to be another brick in the wall of proof that the ‘two-way-network’ is now starting to reach an ‘advertising’ contender level of maturity as most folk are spending most of their time on the web. It has synergy with other reports from Pew and Nielsen (which we will comment more on soon) of the growing ‘creativity’ and/or sharing exhibited by Generation C’s and Millenials again drawing people away from passive media consumption.

But back on topic, last year in the UK Google showed it already had more ad revenues than one of the leading Commercial broadcasters Channel 4 while also stating that the UK population were spending more time on the web. Also with the trojan horse of DVRs (Personal Digital TV Recorders) renowned for ad skipping, methinks advertising funded broadcasters seriously need to do some R&D into new advertising models – especially as this is a portent for contextual, personalized and targeted advertising. (Oh and for those who haven’t seen it yet I embed EPIC below for the upteenth time).

NBC has released research that suggests advertising in its programmes streamed online are better liked and more recalled than advertising on TV. According to a survey conducted on 5000 users of NBCâÄôs online service âÄòNBC RewindâÄô, viewers said ads streamed online with full-length episodes were less disruptive than on television and that they had a strong desire to interact with advertising. Ads with Interactive elements were more likely to elicit higher brand recall as well as high agreement that the ads were entertaining and relevant. “NBC.comâÄôs loyal users actively navigate and curate their own experience in NBC Rewind, so there is a high level of engagement,” said Peter Naylor, senior VP, digital media sales, NBC Universal. “These research results show that when the right message is tailored to the right medium, this engaged audience really responds and our advertisers win.”

The Richest Mobile Platform Ever?

iPhone Parallels

I have been using my iPhones to do some strange things over the past months. Most of the coolest apps come from the very active community of developers already delivering some great apps via the installer application that runs on unlocked iPhones. I have remarkably run PlayStation 1, Nintendo Entertainment System, SCUMM and Gameboy emulators. I never thought I would be playing with Tomb Raider on a hand held device so soon. So it makes absolute sense that Apple finally makes this official and opens the iPhones doors to developers via its SDK programme this week. Wired has a brief article with some rumours of the likely extension-type applications that will turn the iPhone into ‘the’ most eclectic mobile device on the planet.

Four months of rumors, speculation and giddy anticipation will come to an end Thursday, as Apple prepares to reveal how it will transform one of the most-hyped devices in tech into a full-fledged platform…the SDK will be in programmers’ hands soon, and analysts and developers expect a wide variety of applications to blossom in the coming months — everything from photo-editing apps to motion-sensing games that take advantage of the device’s orientation sensor…While enterprise software may not be as sexy as movie and game apps, its inclusion could be huge for Apple’s ability to meet its goal of 10 million iPhone sales by the end of the year. By adding features like push e-mail and cultivating relationships with corporate-software vendors, Bajarin says, the iPhone could become one of the major communication platforms in business, making it much more competitive with the corporate-friendly BlackBerry.

BTW the image above is from this developer blog – kottke.org thinks the iPhone could run IE on top of Windows via Parallels on iPhones OS X system sitting on Linux core, now my head hurts.

Jul 162006

Update article: Networks in crises – from the Australian about the tsunami about to hit Oz shores, a region entrenched in the old advertising model…

original post…
Two articles about the fraught changes in advertising caught my attention this week that reinforced many things that I had been talking about during a major curriculum review at the Australian Film and TV School, namely the decline of traditional broadcast TV ad models to such an extent that budgets for film and TV across the board are going to drop considerably. I know that I and many other thousands have blogged about this over the past year or so but I think as we are at the tipping point, and there are a few who still hopefully believe the balance may go back the other way perhaps time to re-blog. This first item from the Sydney Morning Herald (Meet the Always on Generation) talks about the always on generation and includes some useful statistics about the transfer of advertising models, as well as generation y and tech habits (which I will not cover).

Internet advertising has also seen exponential growth as advertisers go online. The Australian online advertising market grew nearly 50 per cent last year, with $605 million in revenue. The figure is expected to increase significantly to more than $1.5 billion by 2009, according to a report by research group Frost & Sullivan.
The report attributed “the online industry’s growth to the rapid migration of eyeballs from traditional media to the internet and the increase in online media consumption across all demographics; strong uptake of broadband by Australian households; the evolution of wireless technologies such as 3G, which allows for digital advertising across both online (large screen) and mobile (small screen); and an increase in online spend by major advertisers and agencies”. (snip)
According to Bob Peters, young men are the hardest market to reach as they watch less television than young women. Online gaming sites are enormously popular with this group; for example IGN Entertainment, which has sites such as ign.com, and gamespy.com, says it averages 15 to 20 million unique users a month, 91 per cent of them male, with an average age of 22.
Brand communications specialist Neal Latto says that, while gaming offers a lot of exposure to advertisers, the younger generation of gamers are “pretty cynical” about product placement in games.

That last line must cause ad agencies blood to run cold as they see decline in TV ad sales but the potential saviour online gamers being pretty sensitive (as in my earlier posts) to ads in their ‘worlds’. One can therefore see the real ad battleground as being the variants around Google ad words and as much top and tail short form ads inside online video content as possible. This was echoed earlier in the Hollywood Reporter article TV in Trouble without Revamped Internet Strategy – which says that everyone agrees that the crude measurement system of broadcast TV means there is no turning back to that model as advertisers insist on measurement now as well as the younger generations cycnism about advertising generally:

Already, the only way advertisers can connect with large numbers of key male consumers ages 18-35 is by following them to the many media platforms and devices they are using: downloading and playing video games, movies and music, and interacting with peers on social networking sites. The fact that television does not widely have the process or technological infrastructure to go there is sending shock waves through an advertising community that always has relied on mainstream media for neatly packaged mass audience sales bundles.

There has been much said about the need to follow consumers around their media platforms and I have talked about it at great length to commercial free to air broadcasters who perhaps saw it as a nice strategy but unworkable. They must think more at a personalised level across platforms they currently have interests in – it is an absolute must do if they are to survive the decade. The report talks about the internet ad spend around search in the US almost doubling over the past year yet against this the ‘heritage’ media broadcasters sit and do nothing or dip their toes into a raging torrent of change:

By comparison, broadcast and even cable television overall are in stagnant to declining ad spending modes that should surprise no one.

In recent years, most of the larger media company owners of these traditional properties have arrogantly ignored warnings to reinvent their system of measuring, pricing and selling advertising before it is consumed by the new interactive mantra. “The $61 billion consumers are expected to spend on new media products from iPods to DVRs will seriously erode what remains of broadcast network viewing and advertising strength,” I wrote in this column early last year. (snip) internal consultant Tim Hanlon observed: “Given fragmentation of media — the global media companies can no longer be relied upon to aggregate consumer behavior in mass market hits.” Their consensus: There is a dire need for the immediate construction of a fully interactive, universal television advertising infrastructure overlay that will bridge so-called new and old media and, more importantly, advertisers and consumers. Without it, television is destined to only flagellate, not thrive, in this new-media world.”

I can only imagine the commercial broadcasters are holding on simply because of the massive profits they still make against investment and of course we will see a decline in the quality of programming as they buy even cheaper and load even more ads until the bubble simply – deflates. When that will be no one knows, but I suspect it will not be a dot com blowout rather a slow, invisible leak followed by a pull over to the side of the road when they realise their tyres are flat. At the moment they dont seem to have any spares in the boot.

Posted by Gary Hayes ©2006

Oct 022005

One of those knew it was happening moments suddenly brought into clear focus by an amazingly clear image. From a great Wall St. Journal report Old Media In a New World a few months ago – Will let this Nielsen graph (which you may have seen) speak for itself – quite staggering decline.

©Wall St Journal

From the article:

Never has the advertising industry — whose best-known product remains the 30-second TV commercial — faced such wide-ranging threats. Ad-skipping devices, including TiVo Inc.’s digital video recorder, continue to penetrate U.S. homes. The spread of portable electronic devices means the average couch potato can consume media on the go — without ads. New programming venues such as broadband entertainment online and video on demand will only make it more difficult to catch consumers with traditional ads. Meanwhile, marketers have become more demanding, asking for better proof that the billions of dollars they sink into advertising actually pay off.

If the commercial channels and ad distributors know this why oh why are they not moving quicker – they still have the powerbase to place their roots in new ground – or is that ground constantly on the move. We are in an earthquake, shifting sands zone methinks. But even with that uncertainty advertisers really need to understand more than ever now the advantages of good cross media campaigns. It is their only salvation – a bridging mechanism before totally new advertising models (more on that very soon!) emerge as the new broadband distribution channels mature.

Posted by Gary Hayes ©2005

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