The posting of the first-ever YouTube video 10 years ago sparked a revolution in video consumption, says Gavin Mann*. Today, consumption anytime, anywhere, has become the norm, and consumption of short-form video content on IP-connected devices keeps on growing. In fact, the number of hours YouTube’s billion-plus users spend watching content on the site is up 50% year-on-year – and over half of all views are on mobile devices.
Imperial College London and tech outfit Realeyes have been awarded a €3.6 million European Commission grant to develop technology so webcams can automatically detect whether people like the video content they’re watching. Imperial College will lead the research, with guidance from an industry board comprising AOL (video advertising), Ipsos (consumer research), Kaplan (educational games) and Skype (video conferencing).
It’s hard to keep a Periscope down. Burberry is the latest brand to take a dive with Twitter’s streaming app, using it to exclusively live-broadcast its London in Los Angeles fashion show from LA last week. Sometimes one app ain’t enough, though, so Burberry also used Snapchat to share prep for the show, featuring appearances from members of the Burberry ‘family’ including Cara Delevingne, Jourdan Dunn et al.
When Sean “Diddy” Combs does advertising, he keeps it short. To promote his Deleon tequila brand, the artist has devised a half-dozen, 15-second video shorts designed to appeal specifically to the millennial generation. That means multiscreen, so cue including digital, broadcast, and social, with digital distributed across platforms such as MadeMan.com, Playboy, and Complex. Television ads will run during the final season of AMC Mad Men.
Google has allied with Abbey Road Studios to enable consumers to explore the London recording studio via an interactive website using Google Maps technology and YouTube videos. And it’s one for the geeks as visitors can play historical equipment such as the J37 four-track recorder used to record the Beatles’ Sgt. Pepper’s Lonely Hearts Club Band. Google doesn’t want to sell visitors short on sound quality and has deployed Web Audio tech to position audio in a 3D space and for recreating classic effects like ADT. That would have in the past required heavy plug-ins like Flash.
Get ready for programmatic TV. For while the traditional TV buying and selling model has worked for decades, it’s not without its inefficiencies. For one thing, many of the industry interactions are manual, such as requests for proposals, insertion orders, and ad trafficking, along with endless emails, spreadsheets, and even faxes. So it’s no surprise that, as in other areas of advertising, there’s a lot of chatter in the TV industry about whether a digital approach might be more efficient, argue Google’s Rany Ng and Anish Kattukaran.
Warner Music is partnering with interactive media outfit Interlude Music to use the latter’s dynamic, personalised tech to create and distribute interactive videos. The two companies are looking to develop content featuring interactive interviews and live performances, while artists, filmmakers and fans will be able to contribute videos to Interlude’s network.
Are you looking for seven dynamics transforming TV? We’ve got ’em, courtesy of Google Think. And these seven magnificent dynamics represent new and old challenges that television programmers and distributors have been dealing with for the past 60 years, we’re told. We are talking about delivery, advertising and the viewer experience, and about people’s expectations of how and when they get their programming.
Some 16% of UK consumers now do pretty much all of their shopping online, and the issue of free returns has become a key factor for shoppers. When it comes to choosing an online retailer, three quarters of consumers questioned for the Royal Mail’s Delivery Matters Returns Special report say they want free returns as standard, while a further one in three would be unlikely to use an online retailer again if they were charged to send unwanted items back.