The Disruptive yet Logical Convergent Media Landscape
We live in incredible times, just a few years ago it used to be said that Google flattens everything it touches - the disruptive but yet logical nature of search engines disintermediated ineffecient links in any information or supply chain, from a media perspective -
- Newspapers and magazines have had to develop new business models to survive (from sacking staff, subscription models, adding value services and video content partners);
- The music industry has also been changed forever by i-tunes;
- The television industry is embracing Twitter to interact;
- Social media conversations can make or break a new film
- Celebrities can have more followers than the population of some countries (Justin Bieber has over 10m Twitter followers - Australia has a total population of 24m people) and
- Gamers are now mainstream (more revenue than Hollywood).
What we've seen over the last ten years is a continual convergence of media, communications, entertainment and technology layers - from the first PC's with their multimedia capabilities (hardware - note: innovation driven by gamers); then computing and communications (Internet connectivity and VoIP); through increasing mobility (mobile broadband) combined with a parallel evolution from text based email to social media and real time mass niche social video conversation.
Media-wise we've progressed from the old village community hall to the flyer to the printing press through to interactive Internet television - and back again to the digitally connected virtual village!
But now that the fragmenting social media tide has spread across the communications landscape, that we're all "involved", what's after Social Media 101? What's beyond more Facebook "likes" and Twitter "Followers" and what does that mean for businesses - brands - advertisers - consumers?
Social Media Maturity - Television Convergence and Interactive Story Creation
The television and film industries have a long history of creating creating compelling content ie story telling but they are also being challenged by the digital revolution - the old business models from advertising through production to distribution are being flattened. Every business today with a bit of creativity and talent, a video camera or smarthphone; an edit package and an Internet connection is now their own media channel - but do they have the reach and influence?
Many are looking for that viral video which will skyrocket their brand success like a Justin Beiber Youtube video clip.
FOR IMMEDIATE RELEASE
CLIVEvideo.com - leading Website Presenter and Internet Video Production company announces controversial Viral Video Director Chisholm Van Schwizer joins CLIVE to produce a new, community driven, social video branded web series.
Sydney, NSW June 16, 2011 To target corporate Digital Video Advertising, controversial Viral Video Director Chisholm Van Schwizer has joined Internet Video Production company http://www.clivevideo.com to produce a new, community driven, social video branded web series.
Chisholm was the creative director behind controversial adult entertainment industry documentary “It Won’t Suck Itself” and the corporate funded “Brad & Burt’s 2005 Surf Trip”. “Internet video combined with social media has come along way in the last ten years and so have advertisers - with this show we want to create integrated social video marketing experiences for brands that people can participate in” said Chisholm
With US television upfronts (where networks sell their commercial inventory to advertisers) currently under way CLIVEvideo.com is targeting the increasing amount of television advertising budgets being allocated towards Internet Digital Video Advertising. “Advertisers can no longer rely on owning the media space and pushing a message down a customers throat, they have to create compelling content that resonates and influences their target audience” said Sales Manager Ernie Cash “you need to create sports-team like passion for brands that customers love and want to share”
Internet video is set to skyrocket, there is an estimated 48 hours of video uploaded to Youtube every minute, online video consumption is forecast to increase 45% year over year and Digital Video Advertising is predicted to increase 22% over the next 12 months.
CLIVEvideo Online User Behaviour Analyst Professor James Goodfellow , said “According to the IAB 'An Inside Look at Demand Side Perceptions of Digital Video Advertising' report, integrated video is set to explode” Key findings were
- Advertisers are finding that their audiences respond better to DVA, with consumers showing a higher engagement rate with online video.
- DVA is more trackable and targetable and DVA production is less expensive, making it more cost efficient.
- Marketers will migrate TV ad dollars to digital video based on the belief it will deliver better ROI;
- agencies and television decision makers will shift ad dollars in an attempt to follow their target audiences.
- Among the different available DVA formats (pre-roll, in-banner, expandable banner, mobile video, rich media overlay and post-roll), agencies primarily use pre-roll while marketers are not committed to any specific format. Most respondents believe the appropriate length is 15 seconds.
- A majority of marketers and a majority of agencies believe they should each be responsible for deciding whether to use DVA and how much budget to allocate to it.
CLIVEvideo.com CEO Franklyn Un Curruthers said "we're all very excited to have Chisholm on board, he’s been involved in many of the most successful Internet viral video hits ever produced so we knew we had the right man for our clients and this new project".
To see CLIVE in action visit http://www.clivevideo.com
The next phase is to involve fans and brands in a near real time collaborative creation process.
Also, more mobility, geo location data and contextual advertising.