At Endavo Media we’ve been talking about “enhanced OTT” and the value telcos bring to that subject. That’s why I think the article “Broadband ready to become a serious TV platform“ at VideoNet.com is a worthwhile read.
At Endavo Media we’ve been talking about “enhanced OTT” and the value telcos bring to that subject. That’s why I think the article “Broadband ready to become a serious TV platform“ at VideoNet.com is a worthwhile read.
Google makes 7 predictions for the future of online display advertising, anticipating a revenue climb from $8.6 billion today to more than $50 billion by 2015. And, no surprise, video and interactive/social features will drive the growth.
Via Google's Blog:
Check out this video from the Google IAB MIXX Keynote address, as Bary Salzman, Google’s Managing Director for Media, and Neal Mohan, VP Product Management, elaborate on how "smart and sexy" the future will be for online advertisers, publishers and consumers.
Service providers and consumers worldwide recently shed light on the future of telcos—as they see it—in a comprehensive survey conducted by IBM, which predicts four potential scenarios: 1) Survivor Consolidation, 2) Market Shakeout, 3) Clash of the Giants, and 4) Generative Bazaar.
Great perspective/anlysis from Paul.
We all know the story about touching an elephant in the dark, right? You know, each person only touches one part, which ultimately limits perspective of the elephant’s full size and scope.
Check out @PHamm3736 latest blog post... "Telcos Have to See All of OTT."
So what were they saying? Here’s a look at some of the top points of discussion:
Timing (Connected TV). There was a lot of debate on when all this OTT content and interactive TV technology would actually become commercially available to the consumer in a seamless home-viewing experience.
Some said it would be 5 to 8 years, while others argued it’s already here. From my point of view, the “here now” crowd is really saying the technology is available now, but the market and the service providers that control it are moving at a slower pace. Question is: How long can incumbent SP’s hold back the flood?
Consumers. Many are betting on the next wave of consumers. It was interesting to hear several speakers talk about “cord cutters” almost as if they needed to reassure themselves that the trend is real. Unfortunately, it’s not (at the moment, see: http://shar.es/miuNY).
Point being, many in the space are making wide, generalized assumptions on both market trends and shifts in consumer behavior (e.g., some making the point that the expectations and content consumption habits of the 18-24 crowd will eventually lead to explosive adoption of pure OTT video services as those consumers move into adulthood).
I’m not saying they’re wrong—just pointing out that many are stating it as fact when it’s actually only prediction.
Google TV. With the recent announcement of the Google/Sony/DISH/Intel (aka Google TV) solution, many were asking if this was a positive or negative development in the OTT space. Will Google dominate the market, or will it accelerate it to the benefit of multiple OTT players?
From the show, however, one thing is clear. The time is now for telcos, content producers and broadcasters to forge the right alliances and go for that long-term win.
Every week I am privileged to meet and speak with telco executives from all over the U.S. and beyond about exciting new initiatives, such as Telco TV and OTT video delivery, managed access to social media apps, and new ways to bundle and deliver downstream services … all to help broadband operators improve customer experience and increase revenue.
Paul Hamm, CEO @EndavoMedia, shares my thoughts from attending NTCA's IP Possibilities Expo.
Last week I had the privilege of presenting a keynote speech to the AMA Tampa Bay Digital Media SIG event. The focus was video -- and how New Media is changing traditional broadcast models. It sounds fairly straight forward, right? But when you think about it, the components or framework for monetizing content hasn't changed; the real change is in the new-found ability of all stakeholders to take on new roles in the process.
At the event, I introduced a concept I like to call the "New Media Framework," which illustrates how similar old and new broadcast models are. "Monetization" is one of today's top buzz words. However, traditional broadcasting and new media are built on the same principle: generating sustainable revenue from content. The 3 key components to successful content monetization are: Content, Audience, and Sponsorship/Advertising. When all 3 are clicking, you have monetization. NOTE: I intentionally left out paid content, as it has its own dynamics.
Within the traditional media framework, each participant is rather fixed in their role. Content producers make content and sell it to broadcasters. Audiences passively consume it. And, sponsors/advertisers place their 30- or 60-second spots in targeted media outlets. Again, it's all designed as one-way communication, hence the term broadcasting.
So what's "new" about New Media. In short, emerging technology, the Internet and social media platforms have unleashed the true potential of the traditional broadcast model, allowing flexibility. Here are just a few examples of new broadcast strategies where roles have shifted resulting in monetization:
These examples are meant to demonstrate the opportunity that exists for multiple groups to succeed within the New Media Framework. Now, no one is relegated to a single role. However, taking on these new roles can mean venturing into uncharted water for some. If you lack the ability to fill the content production role, or you're not a strong marketer, you'll need to find partners that are and forge relationship that can deliver on all 3 phases of monetization.
Look at the graphic above, and remember: shoot for the middle.
With a little help from my friend KelvinG, I spoke at the Product Development & Management Association's(PDMA) Brand Marketing Conference. Hot off the set from filming "Zombie Truckers 3," KelvinG took time to share his insights with the group -- including a nod to pitchman Tony Little and his hit product the Gazelle. Check it out:
What KelvinG gets, that a lot of product managers and brand marketing types don't, is that social media marketing is all about content. That's right. Social media = participation. Participation = content. Content, specifically relevant and engaging content, has become the currency of social media. The more of it you produce, deliver and promote, the more influence you can create for your brand.
One of the points I made during my presentation was the disconnect many in business seem to have when it comes to video. I mean, almost everyone has a video camera at home; posts movies online for their familyy to share, and in some cases does some basic editing to clean up the finished product. But that same person never thinks to bring their camera on a client visit to get a video testimonial, or to the trade show booth or to the product manager's office to get product tips and tricks to share with clients.It's weird... like a mental block or something.
And before you ask: Yes, I did shoot video from the event. You can see it here:
The reality is, your business, products and colleagues are creating content opportunities everyday. This is content your clients and prospects want to see, as evidenced by an April 2009 Nielsen report. They don't care as much about how slick it is or its production value. They want to engage with your brand, so create a content plan with that in mind.
I believe the next big wave in online video is Business Generated Content (BGC). We've all heard about Consumer Generated Content (UGC); well BGC is poised to be even bigger. Companies that have invested in hiring content strategy experts, and basic in-house video production capabilities will be poised for success. They will be able to communicate faster and with more engagement than their competitors. Those waiting to "figure it out," or dismiss online video as a fad, will be sadly left behind. Video content will be a key component for any successful multichannel marketing campaign.
Some examples of companies doing it right include:
MarketLeverage Video Channel:Using video to communicate with members of it's referral marketing network, promoting premium merchants to special promotions to affiliates.
TurfNet: Creating original video content and delivering it regularly online to increase membership engagement and promote key association sponsors.
Numara Software: Using video to educate clients and prospects on product features and benefits. Extensive collection of client testimonials that bring instant credibility to their brand.
The writing is on the wall. Don't be the brand manager or product marketing director that gets the importance of online video too late. Don't sit back, now is the time to build a video strategy that's inline with your overall branding goals. Think of new, creative and cost-effective ways to gather and distribute video content. Become a video "rock star." Your customers will love you for it, and your CEO and CFO will eventually come around, too.
Follow me on Twitter @ShaunPope, or connect with me on LinkedIn.
With the exception of top tier universities, college athletic and sports marketing departments are notoriously lean operations with everyone wearing many hats. But they have access to help. Universities have a stable of willing and able resources right at their fingertips: the student intern. But like any other business bringing on an intern, the question becomes how best to use their time; not only to benefit the school, but the student as well.
Social media marketing, including blogging, user generated video, Twitter, Facebook and other online awareness techniques, has become a key consideration for marketing and promotional campaigns both small and large. It can drive online awareness, build brand/team advocates, spike ticket sales, create fan engagement and more. However, the challenge in executing these programs is creating the content required to sustain relevancy in the crowded social media space.
Interns are nothing new for college athletic departments. But how they should be used is changing. While attending the NACDA conference recently, the social media marketing and technology tracks were packed with assistant athletic directors eager to learn social media tricks-of-the-trade. And that's part of the problem: there are no "tricks" or magical shortcuts to social media. If anything, it's just the opposite. It is a time consuming commitment that requires dedicated resources and planning. Specifically, a content strategy and a resource to produce/gather/organize the content. It may be cheap, but it's by no means free.
Here's an example of a current Internship description for Auburn University. Not to pick on Auburn, but I'm a Gator, so it's understandable. You can see it has no mention of social media. This is typical of what I found with most other universities.
Comparing the overwhelming interest in social media I found at the NACDA conference with the fact that very few university athletic department internships are focused on social media, I discovered a gap. University athletic departments want to use social media, but don't fully understand how to do it themselves, much less teach a student intern how to do it.
The reality, however, is many students today are very media savvy. They understand the technology; the content creation process; the conversational marketing style. What they need is someone to channel that activity towards established branding goals and defined marketing objectives -- something assistant athletic directors are especially good at.
So here are a few suggestions to all you college athletic department internship description writers out there. Start including these activities:
Title: Social Media Marketing Intern
Description:
They great thing about this kind of internship is the department will learn as much from the intern as the intern does from the department.
Director, Strategic Content Partnerships, XOS Digital - (407) 620-6039
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