With the rise of the mobile era, smartphones and tablets have become almost as ubiquitous in the living room among device owners as TV remotes. New research from Forrester confirms the two-screen viewing phenomenon, showing 85% of U.S. tablet owners use their devices while in front of the TV. Moreover, only 12% say they are watching less TV since getting a tablet. To capitalize on the emerging tablet-TV connection, a host of companies large and small from Comcast to Shazam to Viggle are rolling out new services and applications to keep viewers engaged across the two screens. Among the latest is Aereo, a new venture funded by IAC and other investors offering live streaming broadcast TV via an iPad browser for $12 a month, starting in New York City. Given the scramble to woo two-screen viewers, the Forrester report by Sara Rotman Epps rates the efforts of five major players in the space so far: Amazon, Apple, Facebook, Google, and Microsoft. It identifies Apple as the early tablet-TV leader, courtesy of the iPad. With 55 million of the devices sold worldwide since December, no other tablet has attracted nearly as many developers. Later this year, the iPad will add its latest TV-related feature, mirroring via AirPlay to Apple TV. While only 4.2 million Apple TVs have been sold, 1.4 million of that total came in the last quarter, suggesting that adoption is accelerating. At the other extreme, Epps finds that Google has made the least headway in conquering the tablet-TV media tandem. She points out that Google TV has largely flopped, with Logitech announcing in November that it would stop making Google TV devices after losing more than $100 million. Android-based tablets like Sony’s Tablet S are actually more advanced than the iPad in hardware for TV-related use, but have not approached the sales of the Apple tablet. For Microsoft, the key is to hook up the Xbox with tablets. With more than 66 million of the gaming units sold to date, the report suggests that Microsoft should use an API (application programming interface) for developers to create cross-platform games and content. “For example, starting a game on your Xbox and continuing to play on your iPad or Windows tablet would be a compelling way for Microsoft to exploit its own tablet-TV connection,” argued Epps. She describes Facebook as a “passive player” in the mix, with TV ads often inviting viewers to “follow us on Facebook,” and social TV apps like GetGlue making sharing via Facebook and Twitter a key part of its offering. With 62% of tablet users accessing social networks on their devices, bigger opportunities loom for the dominant social media service. Prior research has suggested that tablets are turning into e-commerce as well as media platforms. In that light, the Forrester report scolds Amazon for missing an opportunity to build up a tablet-TV commerce business via the Kindle Fire, which sold 5.5 million units in the fourth quarter. It points out that because the device does not even have a microphone, TV check-in apps like Viggle and Miso will not create versions compatible with the Amazon tablet. Among other findings, the study -- based on a survey of 5,000 adults -- showed that growing tablet adoption has come at the expense of PCs rather than the living room TV. More than a third (35%) of tablet owners say they use their laptops less since getting a tablet, and 45% have no plans to buy an e-reader now, either. Smaller TVs in other rooms, like the bedroom and kitchen, are also being displaced by tablets. About a third (32%) of tablet users say they will not buy another small TV, while only 7% say the same about large-screen TVs. After the living room, the most popular places in the home to use a tablet are the master bedroom (79%), followed by the kitchen (53%), and the home office (35%).
At a time when so-called “second screen” activity seems to be the rage across the television industry, new research shows that slightly more than half of all minutes U.S. consumers currently spend with their mobile devices are spent while watching television. The research, which was conducted by GfK Knowledge Networks as part of its ongoing MultiMedia Mentor tracking study, shows that 52% of minutes spent with both tablets and smartphones occur while users are watching TV. The tablet behavior appears to have an upward age bias, with 67% of Baby Boomer (adults 35 to 49) tablet minutes vs. only 39% of adults 18 to 34 tablet minutes spent simultaneous with TV viewing. Simultaneous use of smartphones and TV was about the same for both age groups -- 52% of smartphone minutes for the younger group, versus 48% for the older. GfK KN Vice President-Media Robert DeFelice said the findings confirm that tablets are indeed the “new second screen.” He added that the data suggests potential value for advertisers and agencies running ad campaigns and “other applications” that leverage the simultaneous usage of TV and mobile devices. “These extensions of the TV experience might include researching advertised products, texting friends about plot twists, or visiting TV program Web sites,” he said.
Though many studies say 98% of all TV viewing remains on traditional TV, other research efforts suggests watching video on other devices is gaining momentum. Dallas-based Parks Associates says more than 25% of all video viewing in U.S. broadband homes now occurs on platforms other than the television, such as PCs, smartphones and tablets. In addition, in over one-third of U.S. homes with broadband access, a TV shows has been streamed over the last 30 days. Parks Associates’ survey said the average broadband user watches 36 minutes of video on a tablet. The company did not reveal a break down types of video: premium TV shows, user generated, advertising, and other forms. Brett Sappington, director of research of Parks Associates, stated: "Proliferation of connected CE [consumer electronics] is both an opportunity for and a potential threat to traditional pay-TV services.” He added: “New companies are entering this space, offering alternative services and business models that are attractive to consumers. To keep their edge, service providers have to address consumption on these platforms with a clear value proposition."
Farmers Insurance is launching a new campaign featuring its partnership with Marvel's “The Avengers.” Developed by advertising agency RPA, the campaign features actor J.K. Simmons as the illustrious Professor Nathaniel Burke, with his usual six sidekick agents dressed up in homemade Marvel’s The Avengers costumes touting “We’re the superheroes of insurance!”“Being associated with the much-anticipated Marvel’s The Avengers gives Farmers advertising super powers, ” said John Ingersoll, vice president, advertising of Farmers Group, Inc. in a release. “This opportunity lets us have some Super Hero fun with our established University of Farmers characters and shine some Hollywood limelight on our brand.”In the TV spot, directed by Roman Coppola, Professor Burke and the agents explore the similarities between being a Super Hero and being a super agent. The spot continues with a lighthearted exchange between Professor Burke and his agents, dressed in do-it-yourself costumes representing each of Marvel’s The Avengers’ characters: The Hulk, Captain America, Thor, Iron Man, Black Widow and Hawkeye. It will launch on April 16, on premium prime-time programming including “Dancing with the Stars,” “2 Broke Girls” and “Biggest Loser,” and will run on cable networks that resonate with Marvel’s The Avengers fans, such as AMC, Comedy Central, TBS, TNT and Discovery Channel. Integrated creative will also run online on ABC, CBS and Hulu. A print ad by Marvel Custom Solutions recreates the TV spot in comic book form and will run in select Marvel comic books in May and June. A two-minute and 30-second behind-the-scenes video interviews costume designers, the prop team, and the super agents about incorporating Marvel’s The Avengers into the University of Farmers spot. To extend the campaign on Facebook, six hand-drawn “how-to” diagrams will be posted to help fans recreate the Marvel’s The Avengers costumes as seen in the TV spot.The behind-the-scenes video will live on Farmers’ YouTube channel and will be posted to Farmers’ Facebook page with the six “how-to” diagrams.
Cable operator Charter Communications said it will use ad widgets from FourthWall Media to propel advanced advertising opportunities in 800,000 homes in five markets. The ad opportunities include “addressable versioning,” where different interactive opportunities for viewers could be offered to different customer targets (based on demographics or geographies) simultaneously during interactive spots. Also, advertisers could run different (noninteractive) billboard overlays during the same spot, again aimed at different customer segments. In addition, there are ways to switch from a TV spot to VOD longer-form content and request-for-information interactive ads, where a customer can order a free sample or additional information through the mail. Jim Heneghan, president, Charter Media, stated that interactive TV "connects businesses with viewers in real time on their television." FourthWall’s Ad Widgets use the EBIF and SaFI standards. Tim Peters, FourthWall CEO, stated: “Commercials will become more engaging for consumers to watch, more effective for the advertisers, and the post-buy analysis will provide clear and accurate usage information." Charter and other operators, such as Comcast and Time Warner Cable, are moving aggressively to ramp up interactive ad opportunities in local markets.
A top Univision executive did not offer any spin with regard to the competition the company’s new 24-hour sports cable network faces. With Fox and ESPN having all-sports, Spanish-language networks, Univision’s David Neal said: “We’re late into the game.” But he added there is "clearly room for all three of us -- we think there’s enormous growth [ahead]. Univision Deportes Network launched last Saturday with games from the Mexican league and Major League Soccer, along with its flagship studio show “Univision Deportes Extra,” the network’s version of “SportsCenter. UDN carries a “Cambió El Juego” (“The Game Has Changed”) tagline. Neal, a longtime NBC Sports executive who joined Univision last year as a senior vice president, echoed themes that Spanish-language programming executives have highlighted for some time: Advertisers have under-recognized the Hispanic audience. “We’re not getting the return that’s commensurate to the value” of the “loyal” and “passionate” viewers delivered, Neal said. UDN has rights to 12 of the 18 teams in the Mexican league; in 2014 it will run ample content linked with Univision’s coverage of the World Cup. After that, Univision will cede World Cup rights to Telemundo, but Neal said: “We’re in this business to stay.” So far, UDN only has distribution on Dish Network. However, offering live World Cup games on the network -- no decisions have yet been made -- may help grow reach.
Too much political advertising on TV airwaves? Wait. Much more could be coming. A decision by the U.S. Circuit Court of Appeals in San Francisco could pave the way for political advertising to find its way on public television or radio stations. A divided 2-1 decision from a panel of judges said the ban of political advertising on public TV and radio stations violates the First Amendment’s free speech clause. The court said the ban would not threaten to undermine the educational nature of public broadcast stations. But it did uphold a ban on commercials for goods and services on behalf of for-profit companies. Increasingly public TV and radio stations have been allowing much more messaging of consumer product and service companies, under “sponsorship” models. But that messaging is not in the form of traditional TV commercials. Estimates are that TV political advertising could hit a record amount to $3 billion or more for 2012. Another projection, from Borrell Associates, says that when including all money from PACs and some 13,000 state and local races, total advertising totals will hit $9.8 billion in 2012. Judge Carlos Bea, writing the main opinion, said: "Public issue and political advertisements pose no threat of commercialization… By definition, such advertisements do not encourage viewers to buy commercial goods and services." The lone dissenting judge, Judge Richard Paez, wrote: "The court's judgment will disrupt this policy and could jeopardize the future of public broadcasting. I am not persuaded that the First Amendment mandates such an outcome."
Dr Pepper has partnered with Marvel Entertainment for a multiplatform campaign centered around a series of eight collectible cans featuring superhero characters from “Marvel’s The Avengers.” A movie of that name starring Robert Downey, Jr., from Marvel Studios and Paramount Pictures, is set for release on May 4. The collectible cans are available for a limited time in stores nationwide. Dr Pepper is also offering a free, custom game on DrPepper.com, “Skrull Takedown,” which enables fans to emulate their favorite Avengers characters (as they appear in a New Avengers comic book) and fight with the alien-shapeshifter Skrulls. Fans can share their scores and challenge friends to join in on the action via Twitter and Facebook. A new, 30-second TV spot is supporting the tie-ins. The playful ad -- which shows a group of young men and women suddenly revealing themselves as superheroes to go after a purse-snatcher -- includes a cameo by Stan Lee, the legendary comic book writer, producer and television personality who was for a time president, then publisher, of Marvel Comics. The TV spot, which also includes a promotion for the movie, can be viewed on Dr Pepper’s YouTube channel. The brand’s tie-ins are designed to provide fans with an “Avengers” experience that they “can’t get anywhere else,” said Dave Fleming, Dr Pepper’s director of marketing. In a separate, current Dr Pepper promotion, specially marked 20-ounce bottles of Dr Pepper, Diet Dr Pepper and Dr Pepper Cherry and Diet Cherry have codes under their caps that can be entered on the brand’s site for a chance to win an Xbox 360. Participants need to sign in using their Dr Pepper accounts or social logins to determine if they have won.
Short attention spans apply to the digital world more than we realize -- especially for young consumers. A new Time Inc/Innerscope Research biometric study of those who use lots of media platforms and devices -- so-called "digital natives" who grew up with mobile technology versus those who took on mobile devices as an adults -– show they switch media some 27 times per hour. It seems that "digital natives" also aren't all that interested in specific story lines. They don't mind jumping around and coming back to their own stream of media consciousness. This is quite different rom the older "digital immigrants" who seemingly have come from a foreign media land of traditional TV and other areas. They like a linear world when it comes to storytelling. This is worse then any marketer can believe. Imagine attempts to track down these younger consumers where devices and platforms can be switched "every two minutes.” No matter. What's important here is what we don't know. Betsy Frank, chief research & insights officer for Time, says that “in order to keep 'digital natives' engaged, content creators and marketers will need to think differently. Grabbing them from the beginning is essential, as is content they can snack on and offering multiple access points to every story.” Yeah, but where is the ending? It's not surprising that these young consumers are a different sort of breed: More than half prefer texting people rather than talking to them. Hmmm.... no talking, lots of changing media, and no linear storylines? Now try to do some behavioral marketing to this group. When you get truly frustrated, use the pinball media plan approach: go for ricocheting reach. Using "biometric" belts and special glasses with cameras that follow tracks of consumers’ eyes, Time and Innerscope looked to measure "unconscious emotional responses." Not many conclusions were drawn -- only that consumers "used media to regulate their mood." Couldn't a sedative work better? Here's the good news: These are your future consumers. Right now, they are not too worried about their brand of detergent, car insurance or home loans and mortgages. You just need to keep your eye on them -- if you can.
CIMM is taking a pro-active role in advancing new media nomenclature and processes with both its Lexicon(terms and definitions associated with return path data measurement) and Asset Identification Primer (glossary of asset terms). These documents form the basis of this colum,n which offers a common language for RPD nomenclature that can expedite the rollout of the data for its many industry applications. There is arguably no more important feature of the digital marketplace than bandwidth, which impacts the speed with which we can access and use content. There has been ongoing discussion about how to best package bandwidth -- either through unlimited space, or parsed and priced via tiers of usage. The apportioning of bandwidth can impact return path data measurement because it contributes to latency as well as other usage conditions. Variable bandwidth levels are a challenge to edit rules, algorithm creation and metric standardization. Bandwidth CIMM DEFINITION: In computer networks, bandwidth is often used as a synonym for data transfer rate: the amount of data that can be carried from one point to another in a given time period (usually a second). Usually expressed in bits (of data) per second (bps). A link with a high bandwidth is one that may be able to carry enough information to sustain the succession of images in a video presentation. In electronic communication, bandwidth is the width of the range (or band) of frequencies that an electronic signal uses on a given transmission medium. Here bandwidth is expressed in terms of the difference between the highest-frequency signal component and the lowest-frequency signal component. Since the frequency of a signal is measured in hertz (the number of cycles of change per second), a given bandwidth is the difference in hertz between the highest frequency the signal uses and the lowest frequency it uses. (Source: SearchEnterpriseWAN.com) NOTES – 1. Bandwidth impacts latency and therefore dwell time measurement. Restricting or price tiering of bandwidth size impacts measurement too. 2. It should be remembered that a real communications path usually consists of a succession of links, each with its own bandwidth. If one of these is much slower than the rest, it is said to be a bandwidth bottleneck. 3. Key constraint determining the amount and type of addressable, interactive applications, which can be run at any one time. (Source: Visible World) 4. In the digital cable environment there are multiple data paths, each with distinct characteristics. Most obvious is the downstream video path, carrying large volumes of MPEG-2 video data from cable headends to STBs. Non-video data (e.g., EBIF applications) may be embedded within the MPEG-2 data stream at any point in the delivery of video from programmer to headend, and retrieved on the STB. This path provides the most downstream bandwidth, but requires the STB to tune to a specific channel to access it. A second downstream data path is the out-of-band network, which provides less downstream IP network bandwidth than the video path, but does not require channel tuning, and is thus always available. The out-of-band network also provides a small amount of upstream IP bandwidth (see Back Channel, Return Path). (Source: FourthWall Media) Please refer to the CIMM Lexicon online at http://www.cimm-us.org/lexicon.htm for additional information on these and other terms.
One radio station in Los Angeles -- KSWD 100.3 The Sound -- tells listeners it doesn’t play the same song twice in a 24-hour period. Its tagline: “Album Rock. True Variety.” Apparently people can be bored listening to “Born to Run” at 8 in the morning and then hearing it at 10 p.m. that night. This can be the opposite of a cable TV network, where a rerun of a show within a 24-hour period is sometimes not only necessary, but desired. To be fair, a lot of reruns aren’t on the same day, but you can find them scattered throughout the week. With TV, availability is everything. Bob Pittman of Clear Channel Entertainment, a big radio concern, said the difference between what his company does and what the Pandora music app does comes down to this: Pandora is a playlist, while broadcast radio offers live news, sports and musical experiences. For live radio you want that. For live TV -- especially when it comes to news and sports programming -- you want something different everyday, even if we listen to the same analysts, commentators talking about the bowing out of Rick Santorum, the Jets’ trade of Tim Tebow, or the suspension of Sean Payton. So do TV consumers want a playlist or something a bit unexpected? The answer is that they want both – depending on whether it was last night’s “Big Bang Theory” or the live airing of the NCAA’s Men’s Basketball Tournament final game.