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Taking COM600 has probably been one of the best decisions I have ever made. Sean’s forward-thinking mentality and endless enthusiasm about the future of digital has enabled me to think more critically about current technological trends and the potential impact they may have in the future. The in-class videos, discussions, and guest speakers were all very insightful and enjoyable. I would definitely recommend anyone interested in digital media to take this course!

Thank you very much, Sean!

Magna expects digital ad sales to become the No. 1 media category in 2017 with a market share of 40% and pulling in $202 billion worldwide.

#19

Magna Global predicts that digital ad sales will surpass TV ad sales in 2017. There seems to be a clear relationship between the decline in TV viewership and the effectiveness of TV as an ad medium: advertisers are beginning to realize that TV is no longer the go-to medium that it once was. They now see much greater value in targeting specific audiences through digital platforms. As a result, most are shifting their ad dollars into digital channels to better connect with consumers.

AR will allow us to do some pretty cool stuff while interacting with the world around us. It will also allow advertisers to put ads literally everywhere.

#18

Not only has VR changed the advertising landscape, augmented reality (AR) has also been making strides in the digital world. Consumers are increasingly open to augmenting their world with offers and information. Advertisers are looking at using augmented reality as part of a marketing drive in order to attract new customers as well as retaining existing ones. This involves developing an in-depth understanding of who their customers are, what they need, and why they need it. This knowledge then leads to understanding their browsing habits and drivers for buying.

This article explains how AR campaigns are much more effective in establishing long-lasting, deep connections with consumers via an emotional connection, which turns to more repeat business and sales.

Reasons why advertisers should consider adopting AR campaigns:

- Innovation

- Inexpensive

- Emotional connection

- Driving sales

Virtual Reality is going mainstream. Here's what marketers need to know about this game-changing technology.

#17

According to this article, VR is the closest we have been to achieving virtual teleportation. To enable deeper engagement and increase immersion, however, VR technology should continue to evolve for it to offer a full-dive VR experience. By combining technologies that incorporate our sense of sight and sound with our sense of touch, smell, and taste, VR companies will soon be able to achieve full immersion.

To remain relevant in today’s ever-changing digital world, advertisers and media agencies must be aware of these technological advances and learn to leverage the emerging platform’s strengths to better communicate with consumers.

Virtual reality is an emerging medium that has a lot of buzz going for it. We explore the impact of this technology on the future of advertising.

#16

“what once began as a far-off sci-fi dream is now becoming a reality” - Kevin Wood.

The introduction of the Internet and the computer in the 1990s has helped incorporate VR into the digital landscape. Eager tech investors and technological advances have transformed it into a promising, tangible idea that is readily available for the masses.

So, what does the future of VR hold for advertisers, creators, and storytellers? The true promise of VR lies in the idea of presence–the feeling of being immersed in another environment. To successfully deliver on this promise, advertisers and media agencies must focus on providing seamless VR ad experiences that do not disturb the user’s VR experience.

#virtual reality advertising

But brands will have to deliver top quality ads for the concept to work.

#15

According to this CBNC article, TechCrunch has predicted that VR will be larger than mobile by 2020, meaning that it will be one of the main ways we experience the world and communicate with the people in our lives. More and more brands are increasingly adopting VR technology to maximize their campaign effectiveness. Coca-Cola, for instance, has created a VR campaign that allows consumers to virtually ride on Santa’s sleigh. But the technology hasn’t been perfected yet and it still in its early development stages. For TechCrunch’s prediction to bear fruit, VR companies must focus on creating an even more immersive experience that seamlessly appeals to all five of our human senses.

#europe: news

Virtual reality (VR) will have its first billion dollar year in 2016. Read more.

#14

With Deloitte predicting the VR market to exceed $1 billion this year, it should come as no surprise that advertisers and brands are beginning to hop on this bandwagon. For advertisers, the appeal is clear: in a world where consumers are constantly distracted and becoming blind to ads, VR offers them a fully immersive experience that has never been seen before.

VR has expanded well beyond the video game spcae–architects, hospitals, and hotels have been utilizing VR technology to increase brand engagement. The widespread allure of VR has changed the way in which companies and brands communicate with consumers. With far-reaching applications for brands today and in the future, VR is a promising emerging medium that is worth pursuing.

At a Techonomy conference today, two of the four panelists called out Apple as "most likely to succeed" at a session discussing how advertising could affec

#13

This article predicts that Apple will become the top media company by 2020 due to the wide variety of media delivery platforms it currently owns and controls. Traditionally viewed as a technology company that produces gadgets, Apple has expanded its ecosystem and capabilities to become more than a tech company. Through its innovations in its devices, Apple delivers media content to millions of people every day. With its expansive hardware and software ecosystem and services, Apple is also sitting on a trove of consumer data, which it can utilize to offer customized and personalized content to its consumers.

#techonomy

Amazon's moving toward becoming a publisher, offering ads across its owned and operated sites, its devices and the Internet at large.

#12

It’s interesting to know that large companies like Amazon, Apple and Facebook, are, in fact, media companies. Amazon, which began as an online retailer for physical books, has expanded into music, entertainment, video games, consumer electronics, groceries, and fashion. Amazon has built its connected portfolio of offerings that include devices, original content, delivery services, as well as voice interfaces. With all these touchpoints, Amazon is able to gather vast amounts of consumer data, including demographic, psychographic, and geographic information.

Amazon could use its vast trove of consumer data to its advantage to drive deeper personalization of the user experience, while also improving its own innovation and products. In the 1990s, Amazon utilized collaborative filtering to enhance the personalization of its product recommendations. In the 2000s, it began selling ads and more recently, it launched Amazon Media Group to offer brands display ads acrss its owned websites such as IMDB.com, Zappos.com.

Amazon understands the power data: information of what consumers buy will allow marketers to see the value of Amazon as a media company. With such expanded capabilities, Amazon is slowly transforming its e-commerce business into a full-fledged media company.

Interruptive television ads are the eight-track of advertising. Today, viewers want to engage with commercials on their own terms, and in their own time

#11

“The 30-second television commercial, once a cultural touchpoint, has lost its relevance in today’s world. It’s doomed to be relegated to the dustbin of 20th-century artefacts, right up there with cassette players and dial telephones.”

TV ads had they heyday back when life was much simpler–no emails to read, no social networks to update, and no Internet to surf through. As Alan Wolk says, “for today’s internet-enabled consumer, TV commercials are possibly the least efficient way to learn about a product.”

So what can a brand do to get its message across to consumers in this new media environment without giving up the massive reach that TV commercials can bring?

Wolk recommends advertisers to focus on branded content/native advertising and to focus on pre-roll TV ads that are less interruptive.

#media & tech network #television #television industry #advertising #marketing & pr

With subscription services draining television advertising revenues, we need a new business model fast to fund the hit shows of tomorrow

#10

This article delves deeper into the implications of the cord-cutting phenomenon. Netflix and other OTT services have been training an entire generation of consumers to watch television without ads. What will this mean for advertising in TV? Alan Wolk sees cord-cutting as a big problem for TV advertising. Specifically, as consumers gradually shift their viewing habits to OTT platforms, the overall TV ad spend will decrease.

“...if viewers continue to avoid the advertising that is the television industry’s bread and butter, ad revenue is going to start to dry up and along with it, the money to fund production of new TV shows.”

So, what’s next for TV advertising? Wolk recommends several options advertisers can adopt to offset the decreased in TV ad spend: utilize branded content, branded promotions, lease programmes to certain video platforms, and to utilize data for more targeted ads.

#media & tech network #digital media #netflix #television #television industry

Nearly a quarter of U.S. households won't have traditional TV by 2019.

#9

This Fortune article talks about the current state of cord-cutting and predicts that nearly a quarter of all households will be without traditional TV by 2019. By that year, 23% of homes will have switched to streaming offerings from companies such as Netflix and Amazon. This may sound like a far-fetched prediction, but it’s likely to happen given all the statistics that point to the increasing rate of cord-cutting.

According to Paul Verna, senior eMarketer analyst, the surge in cord-cutting will be driven further by the widespread availability of digital content. Given the rise of digital, it’s likely that cord-cutting will continue to increase exponentially.

#television

Powered and created by IBC, the premier annual event for professionals engaged in the creation, management and delivery of entertainment and news content worldwide, IBC Content Everywhere is a series of global events spanning Europe, the Middle East and North Africa (MENA). These unique events cover rich media production, devices, apps, digital marketing, social media, content personalisation, big data, cloud services, second screens, investment and much much more

#8

Streaming video services, such as Netflix, Hulu, Amazon Prime Video, HBO GO, are surging in popularity, with 7 out of 10 consumers now subscribing to at least one service. Also known as over-the-top (OTT) content providers, these platforms have been at the center of the cord-cutting phenomenon. More and more people, namely Millennials, have been terminating their pricey cable plans and opting for these cheaper OTT services. What does this mean for the future of TV advertising? It is still too early to say, but time will tell. What we can say for sure is that consumer habits are shifting. Advertisers must be aware of these changes in the digital space and learn to adapt and remain relevant in the world of tomorrow.

Study: TV is Still the Most Effective Ad Vehicle according to a Marketshar study commissioned by Horizon and Turner.

#7

With the rise of digital, many researchers have predicted digital ad spend to surpass TV spend soon. As a result, many advertisers have begun shifting their ad dollars into the digital space. This article, however, posits that despite the high levels of ad avoidance, TV remains the most effective medium through which to drive consumer purchases. There has been a lot of back-and-forth debates about TV vs. digital. It’s always important for advertisers to stay up-to-date with the latest digital trends, but they should not neglect TV’s mass reach. Advertisers must find optimal ways of combining both mediums to maximize their campaign’s effectiveness and ROI.

#6

This Nielson article illustrates which forms of advertising are the most effective, credible, and trusted by consumers. While there isn’t a single rule or formula for maximizing advertising effectiveness, it’s always a good idea to figure out how consumers feel toward certain advertisements.

According to the report, The most credible form of advertising comes straight from the people we know and trust–AKA word-of-mouth advertising. 83% of online respondents in 60 countries say they trust the recommendations of friends and family, meaning advertisers should focus on creating campaigns that are capable of eliciting ongoing conversations among consumers.

Marketers have built a temple that needs to be torn down. Demographics have defined the target consumer for more than half a century — poorly. Now, with emerging interest graphs...

#5

Professor Branagan briefly touched upon this subject–the end of demographics. As an advertising major, I’ve long been trained to use consumer demographics to segment target audiences, but now it’s becoming clear that we must go beyond simple demographic characteristics to differentiate audiences. With the rise of digital, not only is the media landscape exploding, but consumers are also becoming fragmented.

Moving forward, advertisers must utilize psychographic data to better segment their audiences. Social media data, behavioral data, and customer lifecycle data can now be attained easily to provide advertisers the opportunity to target potential customers with increased precision.

The secret is not just "big" data, but "right" data.

#4

In this ReCode article, Mitch Barns illustrates the impact big data has on the future of advertising. Technological progress has enabled market researchers and businesses to collect large troves of consumer data, allowing them to glean information and insights about our behaviors, attitudes, and patterns. Large companies have harnessed this data to their advantage and to benefit individual consumers. Amazon, Netflix, and Spotify have been integrating business intelligence to understand and recommend what we may buy, watch, or listen to, based on consumer insights gathered from big data.

But in today’s complex media landscape, it is not only important to harness big data, but it is becoming more crucial to use the “right” data to achieve better precision. The article mentions “Enterprise Marketing Platforms,” which utilizes big data to provide businesses with the tools needed to streamline marketing processes, enable personalized communication, offer insights through data analytics, and facilitate the planning, execution, and measurement of campaigns across various media channels. According to Barns, as we develop better capabilities for data analytics, advertising will become more precise and efficient and drive up its ROI, which is the ultimate business goal for advertisers.

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Shinji Kawata