Live Blog – AdMonsters Screens, 19 Nov., London
AdMonsters has taken over the first level of the Brewery today, 19 Nov. – Content Czar Rob Beeler has grabbed the stage to explain that yes, we're going to talk about some ridiculously cool multi-screen tech, but AdMonsters Screens is about taking it from possible to plausible, and beyond that: scalable.
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First up, a quick session by Ben Tice of sponsor VisualDNA.
9:13 – VisualDNA's audience profile quizzes run from 15-60 questions and have an 86% completion rate. Quizzes are non-linear and offer a reward at the end. Questions vary between personality labling questions to direct intent. Monitor browsing behavior to understand more about a user.
Tom Bowman, BBC Worldwide – Revenue at the Speed of User Adoption
9:19 – BBC Worldwide – advertising is mostly outside the UK. Commonplace truisms: display is growing, automation will play an increasing role; video is crucial to revenue growth; and static ads will be less popular. It may feel like the apocalypse
9:24 – Online advertising is a bit like kid's football – we're not good at predicting what's next (or taking strategic instructions). Those who think RTB is going to be all digital advertising revenue, better be cautious – remember when search was going to be the complete market?
9:26 – What is a TV? What is a mobile? We have to think about our definitions extremely carefully. Bowman comments that eventually we'll see roll-up screens – size is subjective.
9:28 – We think we know consumers like choice and control; we think we know that entertainment = emotional enhancement. Good way to test that in an ever-rolling biz is the Olympics, which comes around every four years. There's been a great deal of progression every four years – brands and broadcasters seem to be trying to do the same thing: Never miss a moment; whenever and wherever consumers want; audience control
9:31 – BBC's four-platform strategy reached 59.1 million during the Olympics, 90% of UK population. It led to Internet peaks bigger than digital TV. Single day peak of 2.8 perabytes, 700 gb per second at peak moment.
9:38 – Is the prerecorded advertising era over? Of course not.
9:40 – The Olympics proved the days of coming to the event are over – the attendees were part of the event.
9:42 – The race to 2014 – point at which mobile Internet users overtake desktop, according to Mary Meeker. But Bowman notes that many pubs are already seeing this trend now; markets like India are already at this point. Facebook was ahead of the game with Facebook-enabled feature phones in Africa. In several parts of the world, Facebook is the word for Internet.
9:46 – 200 million people will log onto the Inernet for the first time in 2014.
9:48 – HTML5 is not good enough yet, GPU limitations; Software that allows standards will come; 80:20 native to standard will re-balance.
9:50 – eCPMs five times lower on mobile vs. desktop. Too much supply, which ended up in pubs reducing prices – at the time no one cared because the traffic was minimal, but that's fast changing.
9: 52 – Make mobile/portable easier to buy – five creative sizes for each campaign to capture all devices.
9:54 – Grand strategy – one or two sizes to rule them all – 300 pixels + pre-roll. Give advertisers a unit that they don't have to do anything with, then you've got a bit of strategy. Layer in some targeting and you've got more of strategy. Less volume on creative means more revenue.
9:56 – BBC multi-screen research across markets: device anagtocism – the Internet is the device, the devices themselves are invisible. Also: TV is here to stay, but what is it? Is a Kindle Fire a TV? Who cares?
9:57 – TV has long been a social device. Consider TV dinners – you're distracted or else the meal would go down your front.
9:59 – Second screen: People want to talk to each other about the program whether than engage with.
10:00 – comscore shows ad quality always outranks targeting.
Screach – Brands See Screens Everywhere
10:15 – This is a panel discussion featuring Rob Edwards from Bauer Media, Amscreen, and Paul Rawlings of Screach.
10:20 – Bauer is all about local – worked with Screach to enable engagement between audience and content centers across the UK. Using it for polls to get a better sense of audience preference.
10:30 – Out-of-home is Amscreen's bag – live newsfeeds, interactions with static and live billboards/signs. NFC hasn't happened yet because of lagging hardware adoption Next step – audience based ad serving via eye-tracking and other tools. Mainly using now for research.
10:36 – Screach – massive adoption, smartphone interaction with billboards. "The screens can understand who the consumers are." Name, age, gender... Reward them. Like a "detonation point"; steps away, brand can keep a conversation alive. Your phone knows your watching interactive content and will nudge you.
10:42 – Smartphone has massively changed the world of radio. DJs are trained to speak to an audience one on one, so the mobile is a perfect personal device.
Steve Allison, Adobe – Beyond the Desktop
11:23 – Adobe Auditude's Steven Allison, Technology Evangelist, has taken the stage to explain how different kinds of video content can be delivered to a wide variety of devices.
11:25 – The central technology challnege is multi-device delivery. Standards are beginning to emerge, which makes this delivery quite a bit easier.
11:34 – Proper video delivery and quality is incredibly important.
11:57 – We're kicking off a panel, "Analytics and Attribution in the Multiscreenverse." Panelists include Dan Robinson, Artemis Manager at MPG Media Contacts; Chris Kempt, MD & Founder of Kempt Ltd.; and Mat Morrison, Head of Social Media at Starcom MediaVest Group.
12:02 – Dan: It's currently a problem to see how consumers behave across devices (individual rather than cookie level), and we also have trouble keeping track of what they do when they're offline.
12:05 – Econometrics looks at response metrics and your media activity. From this, you can calculate things like ROI per channel, etc.
12:10 – We can distract people off of traditional TV and onto the second screen.
12:21 – The reality is that TV works. It seems wrong to say that TV is dead when in fact, TV and digital work together. TV and social work together. We have to figure out how to make TV work harder in this new digital era.
13:37 – Rags Gupta, Videoplaza – Broadcast growth has been flat but IP-delivered video ad spend is growing at an accelerating rate.
Martina King, Matt Mills Aurasma & Claire Valoti, O2 Media – Augmented Reality
14:45 – Very few attendees have ever worked old-school print – they don't know what to make of the Guardian's "flatplan." Martina shares a bunch of pictures from the not-so-far past that seem horribly outdated. Digital as done a great deal to lessen the death rates of couriers by making them superflous.
14:49 – Matt Mills of Aurasma can be seen presenting at TED here.
14:51 – Lesson from Yahoo's failure to embrace web crawling (and opening the door for Google): Change is an attitude of mind
14:53 – Cinema is a great new channel, especially through digital projections – ads can now be delivered through a memory stick or a satellite. Martina expects the 1% cinema takes from advertising to grow.
14:55 Featurespace – real-time behavior prediction engine – chief uses now: churn and fraud.
14:17 – Augmented reality really sits in the middle of the marketing mix, bringing together the physical world you live in and the digital world of the device in your hand.
14:23 – The first all-augmented reality magazine was GQ in the US – every ad was augmented.
14:26 – One of the coolest features of Aurasma is the ability to create your own augmented reality ad on your phone VERY simply. As simply as uploading a video. It's nuts.
14:30 – DoubleClick's Marcel Gordon has taken the stage to cover how DoubleClick has used the Google infrastructure to deliver terrific terchnology for publishers.
14:41 – What would happen if RFP from mobile grew to 10% overnight? Would your team be able to handle it?
14:50 – Big changes coming as DoubleClick tries to make ad tags intelligent, responsive.
15:03 – App stores moving from just mobile to influence computing. If you've bben working in mobile, you've got an edge.
Gavin Dunaway is Editor, US for AdMonsters’ Content Team. Previously he served as Senior Editor for interactive advertising trade news depot Adotas.com, and before that he held reporting and editing roles for numerous industry-related publications. When not diligently producing news and feature articles related to ad ops, he enjoys playing guitar so loud that the walls shake. Follow him, if you dare, on Twitter at @AdMonsterGavin.