Post PublicisInvestorDay I speak with Andy at Beet.tv on Audience On Demand Video.
Tag Archives: Marco Bertozzi
CES My overview: Content and technology at odds when it comes to mobility
CES never ceases to astound, not least because the sheer scale is incredible. Over 150,000 people gathered this year to see the onslaught of new gadgets and software, with over 20,000 new products being launched. However this year I was less surprised by the products being launched.
Yes there were bigger TVs, thinner TVs, TVs with the most incredible picture quality, more tablets, more phones, more games and even fridges that talk to you. Loads of great stuff. But not loads of surprises. The focus as far as I could see was in making all of these things talk, connect and share with each other.
It struck me at CES just how much technology enables a seamless, frictionless ecosystem for us and our consumption of content. There were some fascinating examples on the show floor that all point to the consumer being able to do exactly what they want to do, when they want to do it. I can guarantee that our children will be demanding a completely open proposition when it comes to media consumption. They will want and expect it in a non- linear fashion as well.
A prime example of this was DISH, who is trying everything to help us do that. First they allow the recording of every primetime network channel automatically on to your set top box and then they have enabled the transfer of this content to your iPad for later viewing on the go. A brilliant idea which fully utilises the tablet / PC and TV.
Intel and Comcast are working to make sure that the average home can have a number of different devices wired up so individuals can watch and do whatever they like in whatever room of the house they are in. This allows the consumer a seamless movement of viewing / playing around the house.
And with Intel’s Microsoft Windows 8 laptop come tablet devices users can play with based on their mood – laptop for work, tablet for play. There is no one device that has come to the fore here and I am sure the best route will take a while to play out, but it will.
Samsung’s interactive TV’s continue to delight with the ability to talk with friends via Twitter, Skype etc… and indeed there are now competitors challenging the idea that adding these interactive services does not need to push up the price tag so considerably. Hisense is democratising these services and has entered the market with an affordable Smart TV for everyone.
Interestingly, the superstores in the US are also trying to push this out of the preserve of the lucky few. Both Walmart and Bestbuy will now only sell Smart TV’s, trying to drive further adoption of these ever connected devices. Intrinsic to growth in the connected TV area (there are 35 million connected TV devices in the US) is just that, getting them connected.
The Wi-fi revolution has meant that it is now so easy to connect a new device and adoption rates are high in the Smart TV market. All of this means we are very quickly going to arrive at a world where the lines between your TV and mobile devices are seamless.
This is being accelerated by a need to can the wires, a greater desire for social TV and a realisation that the TV can be a great central hub for all content wherever it comes from, and indeed can be the starting point for finding content and sending it outwards. In addition, on demand services and social apps also mean that people will be looking for Smart TV’s as a matter of course. Driving further adoption.
The key issue, however, is that the devices are seamless but the content is not. Broadcasters in particular are trying to manage a market that is shifting rapidly around them. In my home where I don’t have an aerial and the digital aerial does not work I turn to Apple TV. Apple TV is great for streaming to the TV, but who are the people that won’t let you do it – C4, ITV, Sky etc. How limited and short sighted are they? What are the alternatives? I don’t watch their programmes, or I do?
My Samsung TV has no 4oD, the result is I don’t watch this channel as much as I would. Comcast in the US is not letting people stream programming from the likes of HBO Go, it is being artificially restricted. This strangulation by these broadcasters needs to adjust and fast as viewers will not put up with it for much longer.
One huge irritation I have is the fact that Sky won’t let me have unlimited devices to watch SkyGo on – we live in a world where people often have an iPad, an iPhone, an iPod and perhaps even a Nexus 7 – I want to watch SkyGo anywhere I want, at any time – that drives loyalty.
How technology will impact advertising
So, we have a seamless technology ecosystem developing, let’s look on the bright side and suggest that broadcasters do give up their old school methods and let us all do what we want. There will be two implications for the advertising business. The first is that measurement of viewership will become an impossible task without some improvement in the technology tracking it – a big ask. And that leads neatly to the second – addressable TV advertising.
DISH is currently piloting zipcode targeting – basically they download ads to the set top box and then fire them to the appropriate household and hopefully in time, person. How can they do that? Well, if a household is governed by a central console like a Comcast box, then we could be in a position to more easily identify who is watching what content and serve them relevant advertising.
Simulmedia recently released numbers that suggest that as much as 75% of TV ad impressions are reaching just 20% of their target audiences. If this data becomes verified, advertisers will be looking to alternatives and addressability will be paramount.
So, after a few days in Vegas we did not see a great deal of change, more a rapid progression of technology that was present last year – more tablets, more Smart TV’s, interchangeable laptops and tablets, sharing technology, social technology. As a result our industry also needs to rapidly progress. The consequences for the media will be far reaching and affect all of us.
Marco Bertozzi is executive managing director of Publicis Groupe’s VivaKi
Filed under digital, mobile, Technology
Will Millennials ever know Serendipity?
Apart from loving the word, I wanted to write about Serendipity as I sometimes wonder whether it is going to be a rare thing for coming generations. For those that are not sure the definition of Serendipity is basically about coming across something pleasant by accident. Now I started thinking about this from what I read online and updates etc and it struck me that unless you work hard at it, serendipity is not what it used to be.
I work in a business where we deliver exact ads to exact cookies which is another shot in the eye for Serendipity when compared with TV advertising that still trades on the fact you buy one audience but could pick up many other ‘free’ audiences. Online advertising is just one part of the equation though, it is also about my Twitter feed, Linkedin and so on.
If you think about it the World Wide Web is closing in on us everyday we use it. We have Google showing us Ads related to searches and sites we visit and then content that is determined by our own behaviours and our friends social behaviour. I have 500 people I follow that I have hand picked based on their subject matter expertise whether that is personal or professional or indeed they are just friends. By definition I am presented with content of the same genre, often lots of the same content over and over. Of course you can add random people but most people forget to do that. To help make your readership less varied Twitter then suggest people like you so you keep adding more of the same.
Facebook is of course again a hand picked bunch but for some reason I see the same people adding updates. I keep being told that this is based on my interaction with them, I know for sure that is not the case so there must be some other science at work, either way I want more variety and it is killing my Facebook experience and interest. On top of that I am being shown highly targeted Ads based on interest and friends. It all adds up to a pretty repetitive and unsurprising experience.
Linkedin are usually people from the same genre and updates cross over with Twitter, Ads are targeted and so again I am seeing the same stuff. If I go shopping on Amazon they are predicting my tastes and showing me content that they think I will want whether it is books, films or electricals. This leaves very little revelation in my experience. That extends into most shopping as targeting becomes more sophisticated where very personalised content will be shown just for me across many sites. Of course we are then flocking to sites like Zite that learns fast or asks what content you like until you end up with a painfully myopic view. To be honest the examples go on and on with iTunes and other music systems proposing other songs and albums, but always based on something that you already like.
Right now we are primarily talking about ads and people but when we get into search that becomes more and more tailored we may never see an alternative view. If Google learns that I am a conservative and look at that content, that is what I will see, I will never be given alternative content. Same for any belief or interest. The technology we use is driving our experience to be more and more focused on understanding the user and making sure what they see is relevant. That might be good for Ads but I feel like we need a serendipity button.
We need to mix this up, challenge ourselves and give ourselves an opportunity to see something new and exciting before we target ourself into the most narrcow cast existence with no little surprises around the corner. Let us all press the Serendipity button. Aleks Krotoski has allowed us to do this, the image for the blog above is her Serendipity engine which actually creates it through a physical representation. It takes some getting your head around but it is fascinating – click here for more.
Filed under digital, people, search, Technology
Campaign A-list at 40
Some people dont care, some have been in it for years, some are freshers like me but quietly everyone is pleased to be in Campaign’s A-list. It wont change your life or your career, it’s a nice to have and a
good addition to the Bertozzi Bytesize scrap book.
Thanks to Campaign for my inclusion, let’s hope I get to stay in it now although it looks like you have to work hard to get thrown out going by some old timers in there!
The area people seem to be most interested in is the icons that sum you up, I had four which for a fresher was deemed good and I was described as nice (!), Reliable, techie and one other. It’s all rock and roll around Bertozzi by the sounds of it.
Interview with Beet.TV at Monaco Media Forum – Programmatic video
Each year I go back to Monaco the subject of Real time bidding, programmatic buying and data rises up the agenda. Year one there was little or no coverage of the topic. Last year we had a side room break out on the topic, not attended by anyone outside of those who worked in it. This year I was interviewed on the topic, and the panel regarding tech, data and RTB was on the main stage as well as other related round tables.
Part of that for me was an interview with Beet.TV on the growth of programmatic buying in the video ecosystem. Click on the image below to be directed through to the site.
Filed under ad exchanges, digital, media, people, Technology
Happy Birthday Bertozzi Bytesize – 28.10.09
I remember the first blog. I had no idea how to use the tech of the blog, no idea where it would end up but really wanted to know how all this blogging stuffed worked.
150 blogs later – basically 4 a month and I am amazed the number of people who visit the blog, most people give me s*** for it, but begrudgingly admit that I started something and managed to keep it going.
When I wrote the first blog It was a pretty awful working time of my career, working somewhere I hated with every sinew of my body but determined to fix it, to get into a role that was entirely digital, in a growth market and working with the best and brightest of our industry. Now is a good time and makes the blog that much easier to fill with good, bad and indifferent pieces.
I hope to maintain this, it’s hard to stop once you start. I make time for this blog, contrary to the usual crap from people about ‘you can’t be that busy if you can write a blog’ I write at home, at night, at weekends, on flights etc and I enjoy it.
For anyone who reads or subscribes, thank you, I know it’s not Dickens, but appreciate your support!
My Mediaweek judging experience – take it back to basics
I judged my first Mediaweek awards this week. An array of illuminati from media were there (me excluded), from agencies, publishers, creative and media. All of them were senior and full of experience in judging and the industry as well as carrying a good helping of cynicism and sarcasm.
Not sure what I expected really, a big old argument over the winner, a load of opinionated, puffed up media types all showing how right they are? I could not have been more wrong. In fact my group, not to mention names, was experienced and senior for sure, a mixture of advertisers, agencies, clients and media owners, all very polite, thoughtful and very insightful.
With that comes a very acute ability to judge and to see through bullshit. Discussions around the table were not around disagreements so much as agreement. Of course there were individual opinions and differences but actually what really stood out was the immediate way in which entries that lacked either direction, quality, clarity on accomplishments and results were all found out very quickly.
It was fascinating seeing the entries boiled down to a single 5 minute video, it means you have to nail it and in a clear and succint fashion. Overall the quality was very high indeed but there were a couple that when they ended left the group all staring at each other in bewilderment. It is harder than it looks, sitting in that room watching this finished material it looks easy but I know it is hard from my New Business days. I recall the time we were told to do ‘something different’ in our new biz submission so we decided to send a video as primary introduction. It was slick, showed off the brands and the results we had achieved, it was described by the client as ‘a load of corporate w@@@’ So it is difficult to know what to do. Overall though my advice to entries of the future, knowing that it is being watched by 10 very experienced, sharp, media people would boil down to these few tips:
1. Start with the brief and make sure your video actually answers it and focuses on what the category is looking for, not what you want to shoehorn in.
2. Enter it in the right category!
3. Don’t submit the same video into different categories without adapting to some extent, this was an interesting debate. I think I came out on the side of tailor in some way, a nod of acknowledgement that it was a different brief to the previous you submitted into – not everyone agreed with that though.
4. Make sure results are strong and properly benchmarked – amazing amount of stats used out of context and with no benchmark. You have to remember that judges will either think they are not great stats in context or they are made up and twisted in some way if you dont.
5. Dont over use phrases such as ‘contributed to the overall’ that will deliver a wave of cynicism from these old hacks
6. Create a professional video that looks like you want to win, not one you threw together for your graduate presentation. Can you hear what the people are saying over special effects for instance?
I have to say thought that overall I was really impressed both with the approach and professionalism of both the judges and entries. It was fascinating to see all this great work side by side and even more interesting to hear the judges comments first hand. I was also quietly relieved to see business results front and centre rather than likes, licks and other titbits.
Filed under Creative, media, people, Technology
