The Entertainment & Experience advisory council for ad:tech Sydney 2011 met to discuss the issues that are affecting the market and the content that should be on the ad:tech programme. Here is a summary of the key areas discussed:
• Apps are the ‘next’ thing we ‘need to do’. Is it a good use of resource?
• You can’t stay away in case you get left behind. Companies / brands are thinking that they need an app
• Everyone wants apps but there needs to be a marketing strategy to get people to the app
• Which apps are people actually using? The technology – going too complex? Are simpler ones better?
• Part of the strategy is using apps to help consumers make more informed decisions
• Games apps and information apps are the ones that are working well. What sits inbetween is ‘entertainment’.
• Is there a benchmark on apps? What is data on app attrition and usage?
• Useability of apps is important as well as content.
• You need to capitalise on the front of mind nature of apps
Facebook / Like
• The power of the ‘like’ button. This is such a strong recommender – it’s becoming search
• What’s the point of the like button if there’s nothing around it?
• Leveraging laziness – the like button. Replicating existing behaviour and amplifying that
• Trend to physical gaming and location is also important.
• ‘places’ starting to happen – can check number of people at a destination. How do we synchronise content calendars – apps to see what your friends are watching. Response rates to ads on Facebook go up 68% when they are ‘liked’
• Social gaming is one of the key areas going forwards
• Entertainment narrative around games is important and mobile / unwired media can deliver this experience
• There is a perception that infrastructure is holding things up
• Advertisers don’t know how social gaming fits with a strategy. Where does it fit with the brand.. Brands still want some message, touch points, even though consumers and technology have moved on
Video / IPTV
• What are the actual devices, TVs doing?
• What does IPTV mean?
• Growth in 3 minute videos is good. More on line video, not video destination.
• People consume video because it’s compelling, not because of the format specifically
• Online programming / content needs to be different to what’s on TV because people watch and TV and play on laptop
• Product placement is replacing advertising
• Film, TV, music – how can we make money out of products not entertainment?
• The traditional music model is in flux but the appetite for music has never been stronger
• Production and media buying – these are the budgets that exist. You can’t operate with this and you can’t quantify / show ROI well. Clients need to know what to do with the data, response, information from their digital communication
• The audience is changing faster than the technology
• Technology is catching up with copyright holders
• There is no credible research on the number of screens consumers are viewing
• Integration is a theme. Need to know how everything fits together. For consumers the experience is separated. All the links need to be connected.
• Consumers want seamless experience, not something different
Have your say
This is a summary of the points that were made in the meeting. We’ll be working on this and integrating these topics and themes into the ad:tech Sydney 2011 conference programme. If you have feedback on these points or want to make suggestions about additional topics or speakers for the programme then please leave comments or get in touch with me here.
Notes from the other advisory council meetings
Who’s on the other advisory councils:
Social Media Strategy
Data & Analytics
e-Commerce / Online Retail advisory
Core Digital Media
Creative & Brand
ad:tech Sydney advisory council groups named