Tuesday, May 28, 2013

More Internet Television Related News

I have spent more than a few posts on this blog talking about internet protocol television, and what it may mean for consumers, advertisers and my line of work - digital design, development and content. In the years past I have provided thoughts on direct to consumer delivery for brands, and how traditional media properties may just start running their own television networks. The technology has dramatically decreased the cost to produce and the content exists. Building on that thought, check out what Sports Illustrated is now testing. Sports Illustrated Starts Live, Daily Half Hour Video Show . They are just the most recent major outlet to jump on this trend.

It's not just SI, check out this quote from the piece linked above, "Sporting News, which went all digital last year after 126 years in print, is adding five original online shows over the next several months. 'Advertisers are interested in original programming,' said Jeff Price, president of Sporting News Media. 'But we're thinking about the reader first and then bringing in the advertiser in an authentic way.'"

Microsoft had their big XBox announcement last week. Take a few moments to review the XBox One web site and the features being touted for the new entertainment device. It is as much about the user switching seemlessly between apps, web content and direct communication functions as it is video games. Microsoft has reviewed consumer behavior while sitting at the television and recreated cross device use, conveniently into one device. Drop the laptop or tablet and smart phone while watching TV or even playing a video game, you can now switch through all that function on the XBox One with the swipe of a hand or a verbal command.

Lastly, here is a link for some video clips showing media professionals discussing the future of media from Internet Week. Enjoy the clips brought to you by Ad Age.

Tuesday, May 7, 2013

Gamification Can't Succeed in a Vacuum

When done right gamified interactives, such as web sites, apps., touch screen media, etc. are known for being incredibly effective. When you have a clear objective and a defined audience, gamified interactives can push a campaign and customer engagement to levels of success few other media executions can match.

That being said, it has been interesting to see how organizations launch said gamified initiatives into the market. I think a belief exists that since you have this very interactive, often incentivized and fun activity out in the market, that people will automatically flock to it. That is a huge misconception and often a made mistake.

I have seen great opportunities get flushed down the toilet from a lack of media and communications support when launching a gamified audience experience. The next time your marketing plan calls for gamified elements I want you to think about this; would McDonald's launch their Monopoly promotion with no media support? If they launched with no media/communications support would they see the success  like they have in the past with this promotion? If they launched the campaign with a great, fun web site, but did not show the web address for that site, or promote that site address anywhere on their packaging, would they get the traffic tot he site and engagement on the site like they have in years past? Dumb questions, obvious answers. Of course not! So don't make the same mistake.

Gamified interactive experiences, for all their potential, can't succeed in a vacuum. Support their launch and promotional time frame appropriately.