{"id":819,"date":"2014-03-31T19:27:57","date_gmt":"2014-03-31T08:27:57","guid":{"rendered":"http:\/\/www.menogue.com\/evan\/blog\/?p=819"},"modified":"2014-03-31T19:27:57","modified_gmt":"2014-03-31T08:27:57","slug":"xmedialab-perth-video-social-march-2014-conference-report","status":"publish","type":"post","link":"https:\/\/menogue.com\/evan\/blog\/index.php\/2014\/03\/31\/xmedialab-perth-video-social-march-2014-conference-report\/","title":{"rendered":"X|Media|Lab Perth “Video + Social” March 2014 conference report"},"content":{"rendered":"

28th March, Studio Underground, State Theatre Centre of WA<\/p>\n

Charlie Gunningham’s notes<\/a><\/p>\n

Welcome to country<\/h2>\n

Doolan Leisha Eatts – relating the story of seeing horses for the first time.<\/p>\n

Capitalising on a multi-screen universe – Duane Varan (Audience Labs, Murdoch University, Disney)<\/h2>\n
    \n
  • Greater reach: through on-demand<\/li>\n
  • Greater engagement: interactive<\/li>\n
  • Greater disposition: now more receptive<\/li>\n<\/ul>\n

    Reach<\/h3>\n
      \n
    • 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.<\/li>\n
    • Media multitasking: concurrent viewing (about 1\/3 of TV viewing is done like this) doesn’t work – the “second screen” is the main screen<\/em>. However, if a “cognitive bridge” is made between the two screens e.g. synchronous content, then the impact is greater.<\/li>\n<\/ul>\n

      Cracking the da Vinci code of online video – Samir Bangara (Qyuki.com)<\/h2>\n
        \n
      • Multi-channel networks are now businesses cf. Disney buying Maker Studios<\/li>\n
      • For video delivery mobile will overtake desktop<\/li>\n
      • Growth of Google+<\/li>\n
      • Impact of the decline of GenXers and the dominance of Millennials<\/li>\n
      • End of banner ads (now 0.2% click through rate)<\/li>\n
      • Integration of streaming video ads e.g. Facebook news stream<\/li>\n
      • Measuring sharing & engagement more important than likes\/views<\/li>\n
      • Content marketing is now mainstream: storytelling<\/li>\n
      • The future is brands partnering with multi-channel networks to connect with suitable content partners. e.g. PewDiePie<\/li>\n<\/ul>\n

        Big advertising’s view of video, social & mobile – Dan Hon (Interactive Creative Director, Weiden+Kennedy)<\/h2>\n

        Video<\/h3>\n
          \n
        • Video is (only) a content type<\/li>\n
        • Strategy: doing the hard work to make it easy<\/li>\n
        • Apps “tone” video – for International app?<\/li>\n
        • It’s the craft, stupid<\/li>\n<\/ul>\n

          Social<\/h3>\n
            \n
          • Social are networks (audiences) – therefore, know your audience<\/li>\n
          • Book reference “It’s complicated” by Danah Boyd<\/li>\n
          • Peak concentrated attention (with ubiquitous Facebook), now splintering audiences<\/li>\n<\/ul>\n

            Mobile<\/h3>\n
              \n
            • Mobile is the interface: what the internet is meant to be, and what computers are meant to be<\/li>\n<\/ul>\n

              How to turn content archives into gold – Richard Cardran (tabTV.me)<\/h2>\n

              Recontextualisation<\/p>\n

                \n
              • Supercuts vs cut downs (which keep the story arc)<\/li>\n
              • Cut up: new or unique meaning e.g. Seinfeld’s “nothing”. Snow White “Wishery” by Pogo (Nick Bertke from Perth)<\/li>\n
              • supercut.org<\/li>\n
              • Dub titling<\/li>\n<\/ul>\n

                Chicken, egg, Omlette: does social drive media or does media drive social? – Rachel Dixon (COO Viocorp)<\/h2>\n
                  \n
                • Convenience always wins, on-demand video<\/li>\n
                • Developed Malaysian TonTon VOD site<\/li>\n
                • Omniscience fatigue (Coupland) – a post-literate generation?<\/li>\n
                • GIFGIF (MIT project)<\/li>\n
                • Demand Media (content farm)<\/li>\n
                • 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?<\/li>\n<\/ul>\n

                  Corey Bridges (VP Marketing Cameron|PACE Group) & Stephen Langsford (Quickflix)<\/h2>\n

                  Dynamics of interactive video –\u00a0Duane Varan (Audience Labs, Murdoch University, Disney)<\/h2>\n
                    \n
                  • Choice enhances impact e.g. you post-justify your decisions, but if you get the expectation wrong, the chooser is angry<\/li>\n
                  • Thumbnails shape first impressions and expectations, then affects viewing experience as well<\/li>\n
                  • Cognitive processing: interactive ads are better processed i.e. you think about the content<\/li>\n
                  • Duration effects: longer exposure = higher impact i.e. you have 5mins to persuade, rather than 30 sec<\/li>\n
                  • Sifting effects: interactive sifts audience vs persuasion e.g. banner ad “the 1 old weird trick to…”<\/li>\n
                  • Rehearsal effects: interaction is doing, not viewing<\/li>\n
                  • Anticipation effects: interaction stimulates anticipation, lean forward<\/li>\n
                  • Environment: program environment effects i.e. funny vs funny congruence<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

                    28th March, Studio Underground, State Theatre Centre of WA Charlie Gunningham’s notes 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 […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[202],"class_list":["post-819","post","type-post","status-publish","format-standard","hentry","category-conference-reports","tag-xmedialab"],"_links":{"self":[{"href":"https:\/\/menogue.com\/evan\/blog\/index.php\/wp-json\/wp\/v2\/posts\/819","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/menogue.com\/evan\/blog\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/menogue.com\/evan\/blog\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/menogue.com\/evan\/blog\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/menogue.com\/evan\/blog\/index.php\/wp-json\/wp\/v2\/comments?post=819"}],"version-history":[{"count":0,"href":"https:\/\/menogue.com\/evan\/blog\/index.php\/wp-json\/wp\/v2\/posts\/819\/revisions"}],"wp:attachment":[{"href":"https:\/\/menogue.com\/evan\/blog\/index.php\/wp-json\/wp\/v2\/media?parent=819"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/menogue.com\/evan\/blog\/index.php\/wp-json\/wp\/v2\/categories?post=819"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/menogue.com\/evan\/blog\/index.php\/wp-json\/wp\/v2\/tags?post=819"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}