iPad and TV
FACTOID:
Fully 88 percent of people who own tablets such as the iPad say they use them at the same time that they’re watching TV, according to research released last month by Nielsen.
Basically if someone owns an iPad, they may have it handy during couch-time TV. Possibly to hunt down what to watch next, or even more likely, to spend time with the iPad rather than watch adverts in the TV program.
Ideally if an advertizer wants to capture that, then they want to entice the iPad owner to see what they have as opposed to what they chose to ignore. This is a very real opportunity since targeting a TV Ad is not anywhere near as possible as targeting an iPad user for both locale and preferences that the user can identify and select interactively.
Now Yahoo is keen to make the most out of that trend, while iAds fails miserably, Yahoo IntoNow connects.
Discover what your friends are into or tell your friends what to discover. Push of a button, No effort.
Use IntoNow to discover new shows, discuss your favorites with friends, and learn more about whatever you’re into! IntoNow is a great source of recommendations for what’s on right now for you, based on what your friends are into. Find out what shows you share in common, get notified when you’re watching the same thing, and easily get more information.
More fun and a bit of magic
IntoNow makes sharing easy and fun. Just tap the green button and IntoNow will identify what you’re watching—even if it’s being aired for the first time. That’s where the magic comes in. If you want to know more about how it works, check out SoundPrint, it listens to the audio, finds the show and hooks up your social world.
Basically it listens to the audio and search-matches it for you. Below shown is an AMC show detected and found in 5 seconds.
From here you can visit content related, best off having that in a facebook iframe engagement. We can do that in a way that works for the mobile device that will get used.
YAHOO LIVESTAND
This solution is relevant to the existing promotional needs in the market, but it first requires a download in the app store, then a signup, then connecting to people in your social groups… the user of this livestand experience has a lot of hoops to jump through. Traction metrics unavailable at this time.
Unlike most competing newsreader apps, Yahoo is building advertising into Livestand from the outset. The main attraction is the “LivingAd” unit that rolls out with the app. The oversized format produces a visual effect similar to the dynamic newspaper photos of the Harry Potter films, suggesting motion in otherwise static images.
The ads, which run as full-page interstitials or on the right rail, also incorporate motion-sensing capability and allow users to zoom in and interact with different parts of the ad using the touchscreen. Advertising options for the app also include more standard rich media and display units.
Charter sponsors for Livestand employing the new custom ad are Toyota and DreamWorks Pictures. The Japanese automaker will be running a Living Ad execution along with a rich media unit to promote the new Prius v launching in November.
DreamWorks will kick off a rich media campaign for its upcoming holiday release, “War Horse,” opening Dec. 25.
Yahoo is asking advertisers to pay as much as $500,000 for buys centered on the new unit, according to an Advertising Age story Tuesday. A Yahoo spokesman Tuesday said ad packages for Livestand will range in price from $200,000 to $500,000.
Third-party publishers, as well as Yahoo, can sell advertising against their content on Livestand. Yahoo did not disclose details of revenue-sharing agreements with publishers, however.
NOTE: Yahoo has chosen to present this app in Landscape only. This is in fact a growing trend.
CTNDIGITAL Does the immediate low-friction access webapp solution.
No need to download, just click, from anywhere to here. Loads quickly. It is a CDN delivered custom webapp that tracks just like a regular page, links like a regular page. Thats the massive benefit of a WEBAPP over a Native app in the app store. Try linking into an iPad native APP to directly reach your desired placement. You cant. The Apple APPSTORE is your gatekeeper. The user has to know about the app, visit the appstore to locate, download, undergo signup process friction, things that do not suit the moments of tv consumption very well at all. Conversely, the short quote and link features of Facebook and Twitter already handle that nicely.
Getting a clean desireable engagement treatment for your entertainment property should not cost the numbers Yahoo shows. Leveraging Social should be baked-in and work for you. Extension is a very low cost endeavor with just a few Brand Ambassadors ( freelancers with a great rolodex of contacts and placement skill ). You make the rules. We create and enable it.
Social commentary is designed into the experience and intended to complement the TV show content, extending both engagement and eyeball time, gain the participation investment that is lacking in much of what is available now. Auto Targeted. This is a good option and the good news is its not alone, there are more and they can all easily be administered to converge on your WEBAPP show promotional property. Gain the Likes, followers, subscribers and give them something to share about it.
AN EFFECTIVE SOLUTION COULD BE:
Use these existing systems effectively for a well crafted outcome, augmented with display ads, in site blogs, Huffington Post Entertainment section blog, EW, GetGlue, MISO, existing facebook and twitter show properties that need something “extra” to talk about, and a few other tools all added to focus on any given TV property will tend to generate a promotional buzz and increased discovery / share.
CTN builds the dedicated engagement targets, WEBAPPS that launch with a link click and deliver to the device that your viewer is already holding in a way that is touchable by design, purpose built, Sticky-time.
Thus, a single ipad / iphone mobile webapp can be discovered and present its influences and opportunity for promotions and sponsors to pursue. Build one nice engagement user experience and hook it up to systems already there and hungry for something unique and different.
Rise above the average noise level.
Make something different and cool and worth talking about and sharing… thats what we exist to do. Think of your CTN webapp as more fuel for your fire, the tool that lets you tinker with your marketing playbook right where the best people are , and your efforts are effective, and have your audience grow and share the heat. Do that repeatedly. Every week, using the same tools that are already there and always on. Build once and add, augment, embellish going forward ( Swap pages in/out on demand )… and while you do that, maybe on occasion have it open to include sponsors that may want in on this…:
CUSTOM AD INSERTIONS
Lets say you want to make use of this wide angle social engine and, Remove the need for an Adserver, the service and its placement costs, by doing it in-house with us. ( Code name CTN/MOVE ) For example have a Behind The Scenes or Cast Interviews, or Sneak Peek, or re-live 30 seconds of a pivotal moment in our PageBlend or Pageswipe webapp that is made for the mobile device that is in their hands…, promote that, and include sponsor messaging that fits the moment in a careful and graceful integration of creative, interaction and design. Link it into a Facebook wallpost or a tweet, its seen by the viewers of the show into posts that live well past the moment.
USB Memory Sticks
Can the CTN Digital PageBlend and Book engine run from a memory stick?
The CTN Digital Books can be deployed in and run from a USB memory device as a flash executable file.
Typically 1gb is plenty of space to display all the video content in High Definition.
When Trade Events and dubious wireless internet connections are present, this is by far the most rewarding way to hand out, deliver and show off a digital publication.
Books can be run directly from the stick with no downloading, and employ an option to auto-play for HD screens that may be available. CTNdigital can supply a ready-to-use software package that can be copied to the root USB MEMORY file-system, such that you may choose whatever USB vendor you prefer for your marketing needs.
The main benefit here is that there is no bandwidth problem with a local memory device, allowing for the very highest quality bit-rates for video and visual content, and this has great value when displayed on high definition 1080p screens.
Without a doubt this is the way to distribute a paperless and sustainable image to your advertisers and consumers, since the carbon-cost of USB memory devices is 1/1000th that of paper production and printing.
CTN digital lead-time to deliver the prepared software is about the same as the turnaround for branded dimensional marketing items, so you can request your book to be ready on-time ( allow a bout a week typically ). If you would like us to obtain and load up / deliver your USB Catalog/book/brochure for you, then please contact sales@ctndigital.com for price options and a quote.
CDN – EU NOC MAP
The Edge-Origin services bring your files to major urban centers for more immediate file load and video fast-start, typically the major NOC locations are gigabit tier 1 and 2 to ISP server/switches in support of thousands of concurrent visitor requests per second.
CTN has this system in place through 2010 and is partnering with Level 3 currently delivering for LIONSGATE and FOX asset videos, ICONIX for Badgley Mischka book videos, NY GIANTS, and AMC ( MADMEN / Breaking Bad )
Stacking The Load Profile
PageBlend Structures its load profile accordingly:
Full screen Video and Video Overlay for 21:9 Academy formats releases memory in use by backing pages during play Glide columns are fully cached.
Protected: Tablets and Mobile Bandwidth
Protected: Live Text Editing Example
Protected: Q & A – Dynamic Page Text
FAQ – The Network
The following is a functional reference summary for all platform delivery, please contact us for details that may apply to your special needs.
The page manager / book engine (v3.2) and PageBlend functions as:
0) Load Pages based on information in an XML file that describes assets and sequences.
1) Navigation ( page turning by Index click, Manual dragging corners, edge/corner click, touchscreen, Tv remote )
2) Tracking ( who from where for how long)
3) Forward Caching ( pre-fetching pages ahead so they are ready before you turn to them)
4) Social Network link generator ( direct link to current page created on-click ) Twitter, Facebook coded.
5) Scaling to fit browser or fullscreen, any screen, any size, any browser.
6) Indexing and chapter/section metadata
The Page itself fetches it's assets which are:
1) Tracking ( granular page-view time-spent … each page has a unique traffic record.)
2) Video Players and the video files ( Video delivered from CDN multiple origin edge cache)
3) Music ( mp3 background and feature/podcast players )
4) Text ( for dynamic page content and editable content )
5) Images ( for those pages that have gallery and image zooms )
6) Buy Buttons, Links and link lists This is how it all hooks up: 
CONTENT DELIVERY NETWORK Along with the Custom Domain service, CTN also supplies a high capacity / high bandwidth delivery system that is tuned and integrated into the page engines we create. This is the best possible way to assure zero and near zero latency on all content and multimedia elements of our work, where sub-second arrival timing of media is suported by a robust high capacity trasnsport backbone that can scale from 100 concurrent unique visitor streams to over 1 million, with no degradation due to loadstress. ( for 1M and over concurrent connections in any one urban node, please contact us )
This system has dedicated fiber to all major cities. It is important to note that a CDN ( Content Delivery Network ) is used for delivery of high bandwidth media such as Flash Video in both standard and High Definition, and that the Last Mile ( Your ISP ) and 3G/4G wireless access is not something that any external network can improve. CTN uses a Transport/backbone quality CDN to bring the Point of Origin to the EDGE at your local ISP central node. In North America and Europe, this is basically like having a high performance server cluster right next door to your Internet Service Provider to deliver the highest possible bandwidth, stability and connection speed.
