28th March, Studio Underground, State Theatre Centre of WA
Welcome to country
Doolan Leisha Eatts – relating the story of seeing horses for the first time.
Capitalising on a multi-screen universe – Duane Varan (Audience Labs, Murdoch University, Disney)
- Greater reach: through on-demand
- Greater engagement: interactive
- Greater disposition: now more receptive
Reach
- Cross platform: small screens do just as well as TVs for ads because the “viewing angle” remains constant. i.e. mobile devices are viewed closer to the eyes.
- Media multitasking: concurrent viewing (about 1/3 of TV viewing is done like this) doesn’t work – the “second screen” is the main screen. However, if a “cognitive bridge” is made between the two screens e.g. synchronous content, then the impact is greater.
Cracking the da Vinci code of online video – Samir Bangara (Qyuki.com)
- Multi-channel networks are now businesses cf. Disney buying Maker Studios
- For video delivery mobile will overtake desktop
- Growth of Google+
- Impact of the decline of GenXers and the dominance of Millennials
- End of banner ads (now 0.2% click through rate)
- Integration of streaming video ads e.g. Facebook news stream
- Measuring sharing & engagement more important than likes/views
- Content marketing is now mainstream: storytelling
- The future is brands partnering with multi-channel networks to connect with suitable content partners. e.g. PewDiePie
Big advertising’s view of video, social & mobile – Dan Hon (Interactive Creative Director, Weiden+Kennedy)
Video
- Video is (only) a content type
- Strategy: doing the hard work to make it easy
- Apps “tone” video – for International app?
- It’s the craft, stupid
Social
- Social are networks (audiences) – therefore, know your audience
- Book reference “It’s complicated” by Danah Boyd
- Peak concentrated attention (with ubiquitous Facebook), now splintering audiences
Mobile
- Mobile is the interface: what the internet is meant to be, and what computers are meant to be
How to turn content archives into gold – Richard Cardran (tabTV.me)
Recontextualisation
- Supercuts vs cut downs (which keep the story arc)
- Cut up: new or unique meaning e.g. Seinfeld’s “nothing”. Snow White “Wishery” by Pogo (Nick Bertke from Perth)
- supercut.org
- Dub titling
Chicken, egg, Omlette: does social drive media or does media drive social? – Rachel Dixon (COO Viocorp)
- Convenience always wins, on-demand video
- Developed Malaysian TonTon VOD site
- Omniscience fatigue (Coupland) – a post-literate generation?
- GIFGIF (MIT project)
- Demand Media (content farm)
- Video makes it harder to argue against (viewer engages different parts of brain than when reading) – what happens when everything is video, not written material?
Corey Bridges (VP Marketing Cameron|PACE Group) & Stephen Langsford (Quickflix)
Dynamics of interactive video – Duane Varan (Audience Labs, Murdoch University, Disney)
- Choice enhances impact e.g. you post-justify your decisions, but if you get the expectation wrong, the chooser is angry
- Thumbnails shape first impressions and expectations, then affects viewing experience as well
- Cognitive processing: interactive ads are better processed i.e. you think about the content
- Duration effects: longer exposure = higher impact i.e. you have 5mins to persuade, rather than 30 sec
- Sifting effects: interactive sifts audience vs persuasion e.g. banner ad “the 1 old weird trick to…”
- Rehearsal effects: interaction is doing, not viewing
- Anticipation effects: interaction stimulates anticipation, lean forward
- Environment: program environment effects i.e. funny vs funny congruence
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