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Last night I went to the MIT Enterprise Forum event Digital Living - Building Brands in the World of New Media.
Presenters were Jeremey Allaire - CEO, Brightcove, Eric Alterman - Founder, KickApps, Baba Shetty - Directory, Media + Interactive Hill Holiday.
Jeff Morris - SVP, Broadband Strategy/Technology, Development, Showtime Networks couldn’t make it so Valerie Williamson - VP Business Deelopment at Electric Sheep Company, stepped up to the plate.
Overview of my notes:
Prime time television penetration is down to 33% from 80% + in the 1950’s.
$250 Billion spend marketing brands last year.
Internet video 0.01% of global $35 billion video market.
Lower cost of production
Fragmentation + repositioning
Conent mix: existing/repurposed, original, consumer-generated, web syndication.
Brightcove has 3,500 shows in syndication. The Discovery Channel and ViceTV demos were excellent, fullscreen video, very fast and sharp.
Shipwreckcentral.com- definition of a niche video site.
Videos require rethinking production. Photopgraphers learning video, writers need to learn to write for video. Workflow needs to evolve.
Football touchdown at Boston.com brings cheers. Guy in stands doing voiceover of high school football game. He’s better than the announcer. Upload to Boston.com, instant classic. But what if I don’t go to Boston.com? How to get that over to Youtube?
No single answer to revenue generation. Advertising, paid media, paid syndication.
From brand building to consumer engagement.
Indirect media buys to targeted.
From large brands to pay for performance, web affiliates.
Syndication marketplace, anyone can do it.
Postage stamp sized video to Postcard-sized to full screen. Youtube is postcard, Brightcove is fullscreen.
VBS.TV takes Brightcove API, creates new viewing experience. “Saving your eyes from the blinding pain of television. The ViceTV footage is amazing at full screen on my 24″ monitor.
KickApps
Add social networking and user-generated content to your site in minutes flat. Widgets built around viral social community functions. Heavily customizable or click and go. Instead of hosting your social net on Ning, bake the functionality right into your website.
Create viral Wigads, widgets that are ads, complete with “Steal This” buttons.
Baba Shetty
The Social Life of Advertising. Great story about a client who spent 45 minutes discussing a social media initiative, last 8 minutes of meeting were spent talking about a $5 million tv buy.
Touched on Continuous Partial Attention, Linda Stone at Microsoft. Good slides on acceleration and deceleration factors of Marketing getting into social media in a big way. Moving tv dollars to web, slow going.
P&G can disrupt the entire economy of podcast advertising by buying all ad spots at once.
Showed Wednesday night TV Guide for 1966, slim pickings, big laughs.
Mention of Intention-based marketing perked me right up.
Electric Sheep
Valerie demo’d the L Word, a section of SecondLife for the Showtime show of the same name.
Talked about rezzing w/o clothes, flying around, in-world videos, successful Cingular promotion, giving SL residents free handsets in-world.
Clicks are dead, it’s all about time spent as a metric. Her apologies to the web guys, but we’re all going 3D and it’s happening now.
A bit too much Hype, like they have something to prove. Well they do, and the Sheepsters are the largest builder of virtual spaces, and not just on SL, but there.com and Multiverse.
SL open-sourced the client. Remember how we used to pay Microsoft to brand IE with our client’s logos? Now you can do the same with the SL client.
Forgetting about the $600 cost to get started for a moment, I hope Sony Home is going to be a serious contender to SL. Push the envelope, go more mainstream. Ability to create, share and publish original content in-world.
Free beer afterwards, always fun to visit the Stata Center at MIT.