122 Marketing Trends found for Media / Convergence

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TV-Internet Convergence Accelerates Stateside

Bottom Line: The long-predicted convergence of broadcast TV with the internet has finally entered the US mainstream, reports Leichtman Research Group. Tomorrow the world?

Thirty-eight percent of all US households now have at least one television set connected to the internet via a video game system, a Blu-ray player, an Apple TV or Roku set-top box, and/or an internet-integrated TV set. That's up from 30% last year and 24% in 2010. Despite the latest data, however, internet-ready TV sets have yet to make an appreciable impact in the US marketplace with ... 

[Estimated timeframe: Q2 2012 onward]

... a mere 4% of households connected solely via an web-enabled TV set.

In one percent of US homes, Apple TV or Roku set-tops are the only connected devices.

Overall, 13% of all adults watch video from the internet via a connected device at least weekly, compared to 10% last year, and 5% two years ago. Use of connected devices remains skewed towards Netflix subscribers, with 35% of these subscribers weekly viewing internet video via a connected device, compared to 5% weekly use among all non-Netflix subscribers.

These findings are based on a survey of 1,251 households nationwide and are part of a new Leichtman Research Group study, Emerging Video Services VI. Other related data include:

  • Overall, 16% of all adults use Netflix's Watch Instantly feature weekly -- compared to 12% last year, and 4% two years ago
  • 79% of Netflix Watch Instantly customers use it to watch movies and television shows on a TV set, and 59% of this group access Netflix via a video game system
  • 50% of Netflix subscribers are satisfied with the service, and 11% are likely to stop subscribing to Netflix in the next six months
  • 7% of Netflix subscribers are likely to switch from their multi-channel video provider in the next six months -- compared to 12% of non-Netflix subscribers
  • 13% of Netflix subscribers would consider reducing spending on their multi-channel video service because of Netflix -- compared to 21% last year
  • 16% of all adults watch full length TV shows online at least weekly -- compared to 12% last year, and 10% three years ago
  • Among all mobile phone owners, 19% watch video on their phones weekly -- compared to 15% last year, and 6% three years ago
  • 9% of all adults watch video on an iPad/tablet computer weekly -- compared to 2% last year
  • Overall, 1.6% of households in the sample paid to subscribe to a multi-channel video service in the past year and do not currently subscribe. Yet, just 0.1% of the sample dropped service in the past year, do not plan to subscribe again in the next six months, and say that they don't subscribe because of Netflix or because they can watch all that they want on the Internet or in other ways

Says Bruce Leichtman, LRG's president and principal analyst: "Video is increasingly being watched on different platforms and in different places, yet these emerging video services still generally act as complements to traditional television viewing and services rather than as substitutes.

"Among all adults, reported time spent watching TV is similar to last year, and there remains little evidence of a significant trend in consumers 'cutting the cord' to their multi-channel video services to watch video solely via these emerging services."

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Press release
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5813

IPTV to Enjoy Major Growth Trend Worldwide Thru' 2015

Bottom Line: Internet Protocol Television [IPTV] is on course for worldwide growth over the next four years, predicts California-based market analysis specialist Multimedia Research Group.

IPTV, a system through which TV services are delivered using the Internet Protocol suite (rather than traditional terrestrial, satellite and cable TV formats) is also distinguishable from 'Internet Television' by its ongoing standardization process. Nor does it rely on subscriber-based telecommunications networks that connect to end-users' premises via set-top boxes or similar in-home devices. IPTV services are classified into three main groups ...

[Estimated timeframe: Q2 2012 - 2014]

... with the following characteristics: 

  • Live television, with or without interactivity related to the current TV show
  • Time-shifted television: catch-up TV (replays a TV show that was broadcast hours or days ago); start-over TV (replays the current TV show from its beginning)
  • Video on demand: browse and access a catalogue of videos, not related to TV programming.

The Multimedia Research Group [MRG] report, which will cost corporate buyers $US 5,000, splits the global market into four regions: Europe, Asia, North America and Rest-of-World. It also offers a global market overview.

The report breaks down the IPTV ecosystem into nine industry segments:

  1. DSL Subscribers
  2. IPTV Subscribers
  3. Access Systems
  4. Video Headend Encoder Systems
  5. Video-on-Demand Server Software Licenses
  6. Set-top Boxes
  7. Middleware Software Licenses
  8. Content Protection/Digital Rights Management (CP/DRM)
  9. Software Licenses and System Integration and Professional Services.

It also identifies over 930 Service Providers/Operators worldwide who deploy IPTV services. The number of operators has increased since the last report, since more of them have launched services in the last twelve months or announced new trials.

Subscriber reports are regularly refreshed to ensure that duplicate operators are removed and the most up-to-date numbers are used.

A summary of the report is available in PDF format.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MarketPublishers.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5788

W3 Consortium Opens Moscow Office ... and Door to 'Internet of Things'?

Bottom Line: The opening of a Moscow office by the World Wide Web Consortium has significant future implications for the much-prophesied 'internet of things'.

Internet standards and development body, the World Wide Web Consortium [W3C], last week opened an office at Moscow's Higher School of Economics. The venture is jointly led by Sir Tim Berners-Lee, more popularly known as 'the father of the web', and Viktor Klintsov, deputy director of the school's Information Technology Institute. State news service RIA-Novosti is also a founder member. The involvement of these prestigious bodies signals a technological surge within the nation's booming economy, not least with regard to ...

[Estimated timeframe: Q1 2012 onward]

... the so-called 'Internet of Things' in which web-connected devices of all kinds communicate with each other and with humans, creating a rich flow of data about their location and status.

Director Klintsov intends to involve both technology and industrial companies in W3C, saying Russian developers have not been engaged in discourse about how the Web develops. If the country's programmers and product makers don't participate in debates on web standards, "their ideas will never work with future standards," believes Klintsov.

Andrei Kolesnikov, director of .Ru Coordination Center, which administers the .ru and .рф domains, called the launch of a local W3C office "great news."

According to  Kolesnikov, Russian developers have until now just been "following the standards somebody already accepted."

"Being a part of W3C makes it possible to bring your ideas and new technology solutions to the global scene."

W3C's members comprise more than 340 companies and institutions in 30 countries, ranging from Google and Boeing to the BBC.

Though Berners-Lee founded W3C in 1994, "Russia ignored it all this time," Klintsov said. However, that stance changed after the Higher School of Economics opened a technology center in 2010 and then became a W3C member. "We suddenly had access to a huge stream of information" after joining.

The Moscow W3C office now intends to offer Russia's first courses with W3C certification.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MoscowTimes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5775

Top US Marketers Hallelujah Hi-Tech Future for TV

Bottom Line: America's Association of National Advertisers declares “the TV business is on the precipice of technical change, and marketers are poised to benefit”.

In a survey of ANA members conducted by Forrester Research, an overwhelming majority declared their renewed belief in the effectiveness of television advertising. Compared to a similar survey conducted in 2010, the number of respondents who "believe TV ads have become more effective in the past two years" has tripled. This robust affirmation of faith in a medium recently thought to be moribund is due largely to the surging confidence of advertisers and agencies in ...

[Estimated timeframe: Q1 2012 onward]

... set-top box data and technology with the potential for TV ads to be targeted at specific customer groups.

Seventy-six percent of respondents to the ANA study said their media budgets will remain stable this year, while TV ad spending will account for 47% of those budgets - up 6 percent on reported budgets in the ANA's 2010 survey. Other key findings are:

  • Growing confidence in alternative measurements. While Nielsen data remains the most trusted data source for TV media purchasing decisions, marketers express a growing faith in set-top-box data. Seventy-two percent of respondents believe the quality and accuracy of set-top-box data will improve in the next few years, and 47 percent see unique visitors/watchers as the eventual industry standard for cross-platform audience measurement.
  • Experimentation with advanced ad placements. Nearly half of respondents are testing or planning to test advanced TV ad placements in the next 12 months via platforms such as video on connected TVs. With the growth of second screens, 18 percent of respondents have already implemented synchronized ads, and another 31 percent will try out this strategy in 2012.
  • Prioritization of digital ad spending. Digital remains a top priority for respondents. Seventy percent plan to spend more on web ads this year, followed closely by social media and mobile. In fact, mobile ads top the list of video alternatives to the linear 30-second spot that respondents will likely spend more on in 2012.
  • Improved perception of agency skills relative to TV. Compared to 2010, respondents view their agency partners as better equipped to help navigate the changing TV ad landscape. Sixty-two percent of respondents (a 10% increase over 2010) believe their media agency is well-equipped in this arena.

Comments Forrester's VP/President and Research Director David M Cooperstein: “New sources of insight into consumer interests, combined with multitasking TV viewers, have created a new playing field upon which marketers can reach their most relevant audience.”

While, according to ANA Group Executive VP Bill Duggan: “This survey confirms that the death of television has been greatly exaggerated. Our findings shine a spotlight on the bullish attitude that advertisers have towards the medium, including passion for new TV and video platforms.”

The detailed survey results will be presented tomorrow (February 16) at the ANA’s TV & Everything Video Forum in New York.

The ANA respresents some 400 major US companies with 10,000 brands that collectively spend over $250 billion in marketing communications and advertising.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Eon.BusinessWire.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5771

Will Google's 'Project X' Bite Into Apple's Hardware Monopoly?

Bottom Line: Google is constructing a new top security research facility at its Mountain View, California campus - allegedly an R&D centre and testing lab for 'Project X' - a series of upcoming top-secret consumer devices.

Google is unusually zip-lipped about its so-called Experience Center, and is likewise reticent about new hardware testing labs and the mysterious Project X. According to a Google PR hack: "Just as we continuously work to improve our products, it's important to iterate on our workspace to keep us productive. That's why we are adding additional meeting and work space to our campus in Mountain View." In documents filed with the city of Mountain View Google claims that ...

[Estimated timeframe: Q1 2012 onward]

... "the 120,000-square-foot center will be a kind of private museum for up to 900 VIPs and other of Google's most important clients and partners." 

To whom Google will unveil its plans "to share visionary ideas, and explore new ways of working."

Admits project architect Andrew Burnett: "The Experience Center would not typically be open to the public [but will consist] of invited groups, and guests whose interests will be as vast as Google's range of products, and often confidential.

"Therefore, the Experience Center must also operate somewhat like a museum, exhibit, or mercantile space allowing flexibility in the exhibits so that as Google's products and needs change, the space can adapt."

The security arrangements would not disgrace the CIA [or even 007 himself]! 

City planning records revela that Project X, which occupies a space with blacked-out windows at a central location of the Googleplex, includes the use of rare gases like argon, a plasma cleaner that can scrub materials of contaminants, and arcane optical-coating technology.

While the purpose of Project X is unclear, Google co-founder Sergey Brin has since last year been focusing on a list of secret projects at the company, including its efforts to develop a driverless car.

Some neutral observers, however, believe that Google's crosswires are firmly centered on arch-rival Apple and its humunguously profitable symbiotic melding of hardware and software devices. 

Although the bulk of Google’s revenue still comes from search advertising, it is increasingly seeing returns from its ‘Google Apps’ business software division and is reportedly planning a new ‘home entertainment device’ that could be marketed under its own brand.

Google is also reportedly modifying a separate lab as part of the ‘Project X’ scheme in order to include [an unspecified] ‘precision optical technology’. It is also building new anechoic and thermal chambers to test sound and radiation patterns.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MercuryNews.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5770

Watching TV? Soon, TV Sets Will be Watching You!

Bottom Line: Arguably the most significant products to emerge from this year's Consumer Electronics Show in Las Vegas are TV sets that incorporate a laptop or tablet-style forward facing video camera. Thereby enabling a two-way dialogue between viewer and advertiser. The possibilities are as lip-smackin' as they are Orwellian!

Among the cornucopia of electronic gizmos on display at last week's Consumer Electronics Show were TV sets from Samsung and Lenovo equipped with forward-facing video cameras. The techology enables these TV sets to recognize individual viewers, automatically logging them into Facebook and calling-up favourite channels or websites. Lenovo's model also allows designated viewers to use the camera as an ID service which blocks access to certain content or channels if a child is present. The world's major marketers and ad agencies, alike, see the new technology as a gateway to ...

[Estimated timeframe: Q1 2012 onward]

... a hitherto unimaginable direct dialogue between advertisers and consumers.

Licking their lips are marketers who spend billions on TV advertising but really don't know who's in the room when their ads air - or whether their intended audience is busy with a magazine, mobile phone or iPad.

The techology will enable advertisers and TV programme executives to know, for the first time ever, which members of a Nielsen household are watching a show or an ad. Better yet, Cisco has developed a system that reads facial expressions and determines whether viewers are entertained or bored.

As AdAge writer Michael Learmonth declares: "No mass marketer cares what's happening in any individual home, of course, but in aggregate, this data could give them new insight into how advertising actually works or doesn't work. As TV moves to the cloud and on-demand delivery, more accurate ways of measurement will be required to keep TV's ad model intact. You can imagine advertisers one day insisting on verification that an ad was actually watched to count as an 'impression'."

Advertisers have long known, of course, that many people in the living room are multitasking with other devices. "We're paying for that," said Rex Harris, innovations supervisor at Publicis Groupe-owned SMGX. "If you're looking at other screens, then you're not paying attention. We would like to know if we're getting accurate impressions."

Harris also believes that consumers stand to gain too. "The idea is, if the ad is more targeted to you, you will get more value out of it. "When your device knows where you are and knows what you like, it will be a more valuable experience for you."

However, while consumers will doubtless benefit from customised content, ease of use and a social layer on their TV experiences, the technology will equally certainly trigger a massive privacy debate.

When it comes to tracking consumers' behavior on the web, the biggest buyers and sellers of advertising are united behind the 'opt-out' approach.

Which in the case of this latest technology means that each consumer has to figure out and take specific steps in order to stop being tracked. How the industry handles TVs that can watch their own viewers could make the debate over web privacy seem quaint.

Forrester analyst James McQuivey believes the ad industry may be hesitant to engage the subject. "Who is going to dare talk about that first out loud", he asks?

Privacy advocates and lawmakers, suggests MarketingTomorrow?

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5749

US Digital Video Adspend Will Soar to $5bn by 2016

Bottom Line: Digital video home viewing -still in its relative infancy stateside - is on course to explode by 2016, according to a new forecast by Forrester Research. A trend likely to be replicated in other advanced economies worldwide

Domestic digital video ad spending will grow by over 250% over the next five years, estimates the researcher, rising from $2 billion in 2011 to $5.4 billion in 2016. The surge is primarily due to a proliferation in video-friendly devices, a renaissance in quality video content, and the maturing of younger online-savvy consumers. Forrester analyst Tracy Stokes predicts that ...

[Estimated timeframe: Q1 2012 - 2016]

... TV is next in line for a dramatic digital makeover.

“Linear TV is unrivaled in its audience reach, but various forms of digital video are emerging as efficient advertising channels that enable marketers to target and engage consumers on a deeper level,” according to Stokes. “Forward-looking marketers will shift their approach away from planning silos and form a holistic video strategy that integrates TV and digital video into one team.”

The near-exponential growth in video content is attributed to concerted efforts by top web companies. Along with Yahoo and Hulu, Google recently unveiled a YouTube network of over one hundred professionally produced content channels.

Forrester estimateds that 37 million US households currently own a connected device that enables them to watch digital video on their TV screen, compared with less than 25 million in 2010.

Among these connected households, younger consumers lead the way in gizmo-adoption, outpacing  the overall population by nearly twenty percentage points.

Forrester forecasts that connected device penetration will reach 50% in 2016, further opening the fragmentation floodgates of video consumption options.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5745

Internet TV Will Reach 60% of US, European, Asian Households by 2014

Bottom Line: Predictions about the future of Internet Protocol Television [IPTV] are legion and often of doubtful worth. Not so, however, when the clairvoyance comes from a source as impeccable as multinational business consultancy Bain & Co which foretells massive IPTV growth within the US, Europe and Asia over the next three years.

IPTV is poised to reach 60% of households across three continents by 2014, posits a far-reaching new study of 3,000 consumers in Europe, the United States and Asia. Bain & Co reports a strong interest in “Connected Content Experiences” [consultant-speak for internet-linked devices]. The study also indicates "solid consumer interest in new content to experience on these devices"- albeit that Bain qualifies its statement with the reservation that ...

[Estimated timeframe: Q4 2011 - 2014]

... consumers "have a propensity to increase their adoption of online content for video consumption, video games, live entertainment and cultural activities".

Which in plain English means that media companies and cultural institutions face stiff competition for incremental consumer spending unless new business models and “ambitious content” are created. 

Bain’s survey of 3,000 consumers in France, the UK, USA, China and India suggests that a high degree of consumer enthusiasm may have limited incremental profit potential for businesses unless new innovative ways for experiencing content are developed.

According to Patrick Behar, head of Bain’s Media & Entertainment Practice in Europe and lead author of the study: “The permanent media revolution continues but media and entertainment companies must pursue aggressive content development and diversification strategies to unlock new consumer spending.”

Bain finds that the biggest shift in the connected content experience will come in video. Half of respondents in the US and UK intend to rely more on search engines to find content, while one-third plan to use their network of friends to choose their favorite “must see TV.”

The latter figure jumps to 45% for consumers in India and China, although lack of infrastructure will limit the ability of many to view video on connected devices, particularly in India.

Fictional programming also lends itself particularly well to such a transition according to the survey, and our increasing connectedness with the internet could also accelerate the development of short formats born on the web.

Both amateur and professional webisodes have attracted sizeable, albeit still limited, audiences online. Thirty to 45 percent of those surveyed in Western markets expressed interest in such formats on connected devices, though nearly two-thirds are not willing to pay. In contrast, approximately three-quarters of those surveyed in India and China expressed interest in webisodes.

“A majority of consumers expressed an interest in iinternet video at the expense of traditional TV channels,” reports Laurent Colombani, head of Bain’s Media & Entertainment Practice in France and co-author of the study.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Bain.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5716

LG Pioneers TV-Sets Equipped With Ad-Serving Platform

Bottom Line: LG Electronics plans to rollout a new TV model equipped with ad-serving technology. The 'intelligent engine' incorporates SDK [software development kit] technology enabling the introduction of ads to consumers in different interactive presentations.

Mass market interactive TV is now one step nearer. The new model's advertising platform incorporates LG Electronics' embedded SDK software - in some respects similar to Google's TV-optimized Android Apps [a network of Android applications for use on Google TV]. But unlike the latter, LG will allow advertisers to serve-up ads via third-party apps. The LG platform interfaces with other LG products: LG Smart TV HDTVs, Blu-ray disc players, Smart TV Upgraders and other LG Smart TV platforms. Advertisers will be able to ...

[Estimated timeframe: Q4 2011 onward]

... run campaigns on these devices, as well as other connected devices participating in YuMe's Connected Audience Network.

Ad units on the home page and search functions will serve up content. When someone clicks on the ad, the creative either launches a static secondary graphic or provides a call to action that leads the viewer to another site or launches an application. 

According to Matt Durgin, director of North American content partnerships for LG Electronics: "The partnership takes advantage of technical innovation. Consumers can click on the ad on the screen, driven by way of the motion remote. This eliminates challenges in navigating the user interface."

The platform will not serve content in live broadcasts, but rather will bring advertising capabilities into the connected device. Moreover, advertisers will have access to real-time reporting and a host of other features.

The LG ad platform, powered by YuMe’s ACE Relevance Engine, manages publisher ad inventory to optimize ad CPMs and supports a variety of ad sales models, including YuMe’s Connected Audience Network.

Advertisers can run campaigns on these devices, as well as other connected CE devices participating in YuMe's Connected Audience Network.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5703

One in Eight US Homes Will Opt for Multi-Comms Packages by 2016

Bottom Line: Yet another emerging trend likely to induce premature hair loss among media buyers is quadruple bundling of consumer communications services by broadcasters and telecos.

Over the next five years an increasing number of American homes (an estimated 13%) will opt for a bundle of communication packages: fixed voice, mobile voice, internet and TV services -- from their preferred cable and telecoms suppliers. So predicts Strategy Analytics, a Boston (Mass) headquartered specialist in tracking, analyzing and forecasting markets that include wireless devices, consumer electronics, entertainment and media systems, telecoms and related digital services. According to Ben Piper, the firm's director of Multiplay Market Dynamics ... 

[Estimated timeframe: Q3 2011 - 2016]

... that's a fourfold increase over the current levels. "Quad play bundling has had a slow start in the US, but we see increased momentum over the next five years," says Piper, who cites AT&TVerizon and Cox Communications as some of the companies currently offering quad play services.

Right now a surprising 57% of US households are considered "multiplay"; in other words subscribing to more than one entertainment or communication service from the same provider.

AT&T, for instance, says more than 75% of its U-Verse TV subscribers receive that service as part of a bundled offering.

Although "quad play" services will increase over the next five years, the packaging of three service types will remain the dominant bundle, believes Piper.

While many of these packages will initially be discounted offerings to consumers, the true marketing opportunity will come in building a relevant consumer brand that people will trust for all their varied communications and entertainment needs.

Speaking to Marketing Daily, Piper opines that "bundling will certainly be driven by discounting, but branding also plays a key role.

"We have long said that it is the perception of value that motivates customers to churn. The success of the bundle will depend on service provider's ability to 'articulate this value."

While bundling services presents an opportunity to retain wavering customers, the practice also presents a greater risk to service providers should a customer find any one of those consumer experiences lacking.

Warns Piper: "When a customer decides to break up, it's generally the entire customer relationship that goes out the window, not just a piece or part. In a survey we just fielded of US households, bundled subscribers were only slightly less likely to 'churn' [quit] than non-bundled. Again, it comes down to branding and communicating a message of value to the subscriber." 

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5635

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