Results for October 2012
  • Digital water cooler? More water, somewhat cooler.

     

    The real-time TV digital water cooler isn't perfect. 

     

    Speaking at the OMMA Video Devices in Los Angeles, Jeremy Toeman, chief executive officer of Dijit, took an informal poll of the OMMA audience: How many people are watching the current season of "Mad Men", and how many are watching it a season or two behind?

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  • How does one define a TV household, now?

     

    Nielsen says a big question is in defining what is TV home now -- where there may not be a traditional TV connection, cable, satellite, telco, or over the air.

    Called  "non traditional TV" homes, Nielsen says in these homes 75% own a TV set. This, according to Dounia, Turrill, senior vp of client insights for Nielsen, in speaking at the OMMA Video Device event in Los Angeles.

    What are these TV sets used for? Some of these TV sets might be obsolete, or ...

  • Second screen? Not so good for comedies; better for drama and reality.

    Second screens in traditional TV living rooms can be good... and bad... and distracting. 

    The bad for marketers? You might miss a few commercials or advertising messages. "Distraction does matter," says Rob St. Louis , consumer insights analyst of Hill Holliday, in speaking at OMMA Video Devices in Los Angeles.

    And some TV shows simply don't work.

    "Not all content is created equal," says Randy Shiozaki, co-founder of TVplus. " It's very hard to make a sitcom better. I don't know how ...

  • TV apps: No big deal for luring TV viewers to shows.

     

    While TV apps made be good for lot of stuff -- games, extra info and other content -- apps makes no difference whether viewers will watch a TV show.

    In a presentation at OMMA Video in Los Angeles,  Ben Theriault , senior vp of sales for North America , GfK Digital Market Intelligence, ...

  • Digital video length: Short now, longer later.

    Longer or shorter length for digital content?

    David Lai , chief executive officer of Creative Director  of Hello Design, says it's still about "gap" time, the time  waiting on line at Starbucks to watch short length video. 

    Speaking at the OMMA Video event, in Los Angeles, a panel on the video creativity, panelists still say it depends on the device -- during the day, a shorter video, and at home, a longer length video.

    But Chris ...

  • Digital Video Ads: Distraction and silos.

    With growing digital entertainment options everywhere, it's hard to know what to choose -- and that is not always good for business.

     Jon Mantell, vp of media, entertainment and video for CBS Interactive, in speaking at the OMMA Video event in Los Angeles, says "a lot of time people just want to watch TV. They don't want to be distracted."

    Gregg Colvin, senior vp of digital at Universal McCann, says many people can be adverse to open up ...

  • Building a Better Mobile Ad

    In the last mobile panel of the day, the first question is whether mobile ads still suck, to paraphrase Steve Jobs? No definitive answer, but Craig Elimeliah, director of technology and digital solutions at Rapp said the agency is trying to make ads more utility-focused in mobile to better suit the medium. Creating ads that feature location-based or other mobile-specific features can be a more involved process than a banner ad but drive better engagement rates.

    Other panelists emphasized that publishers have to do their part to create the infrastructure for good mobile advertising. That means starting with the basics ...

  • Old Navy, CP+B Embrace 'Mobile First' For Black Friday

    Old Navy and its agency Crispin Porter + Bogusky presented a case study looking at their work in developing retailer’s site for Black Friday this year. Call it a case study in progress. Old Navy and CP+B took adopted the “mobile first” approach to building the company’s Black Friday presence online. That decision stemmed from Old Navy seeing 17% of its Black Friday traffic last year coming from mobile and the broader forecast that most sites will get most of their traffic from mobile by 2014.

    Old Navy expects its typical customer, dubbed “Jenny,” will be a majority mobile Web ...

  • How Brands Pick Platforms
    How much do clients care about their brand presence on particular platforms? They know "there are certain platforms where content can be more successful," says John Robinson, SVP of Creative at Digitas. What works on Twitter might not work on TV, and visa versa, he tells the audience at OMMA Global. Robinson, however, says brands are "not necessarily beholden to one platform," and the greater the overall media presence they can achieve the better. That said, a lot of Digitas' clients are looking to reach increasingly targeted audiences, which requires the agency to pick its platforms very carefully.
  • Content By Any Other Name
    Quick! We're looking for a new word to replace "content." Michael Wolf -- currently CEO of consulting firm Activate -- can't stand it. In the meantime, we expect the afternoon panel that Wolf is hosting at OMMA Global -- "After Radical Digital Change, What Is Content?" -- to stick with the word. Whatever we call it, what is content? Sarah Chubb, President and GM of Gilt City, says she's still learning, and consumers (including her 14-year-old daughter) are showing her the way. "Consumer behavior is teaching us what content is becoming," according to Chubb. "It's much broader than we ever ...
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