Nitmesh

APA Future of Advertising Forum - Internet Advertising Bureau Talk

Advertising Producers Association Future of Advertising Forum - BAFTA - March 5th 2008

Here's the first video of the APA's conference at BAFTA which drew 170 APA and IPA members eager to learn about the latest advertising trends. The speakers came from different perspectives and their presentations enabled the delegates to contemplate the latest thinking in their own business planning. Speakers included the commercial director of Facebook, leading Executive Creative Directors and Planners, the founder of the innovative advertising for mobiles company, Blyk, experts on trends in advertising on the internet and branded programming.

This is the first of five web videos from the conference and the first being from the IAB given by it's CEO Guy Phillipson where he tells us amongst many other facts that close to 90% of UK homes now have access to broadband and that the UK will be the first major territory in the world where digital adspend will overtake total TV adspend sometime in mid to late 2009. Other talks include Rory Sutherland from Ogilvy, Antti Öhrling Co Founder of Blyk, Marco Rimini Worldwide Head of Communications Planning Mindshare and  John Nolan Head of N.One The Digital And Commercial Division Of North On.

Healthcare - Microsoft Futuristic Vision Web Video

I love these futuristic web videos. I posted the Nokia futuristic morph phone project web video on twitter and also the computer science recruitment film on the blog too. Here's an idealised vision of the future of healthcare. Producing films obviously makes Microsoft look good and have bloggers share them so having a tremendous network or indirect effect on us all and expedentially speeds change.  Researching this piece I found this futuristic page on stumblupon too.

Meshlining - Off/Online Avatar Maker

This will become a common form of augmented reality, another mix of offlining and onlining or as I'm christening it 'meshlining' or to 'meshline'. True forms of the convergence, fusing into so many still unimagined creative possibilities.

Do you want to construct yourself as the perfect or near perfect avatar? What do you do? You visit the avatar maker shop of course.  This has so so many possibilities. Imagine that you're single and love brazilian girls and want to find a new girlfriend. What do you? You go to the local Avatar shop and build a near perfect face avatar of yourself with a few subtle embellishments, but it's you in face and body. You then join a dating virtual world or probably a realisitic interpretation of our world like google earth. There you can virtually fly to Rio. In virtual Rio you can enter virtual bars, clubs even beaches and chat up Brazilian girls who are in reality near perfect visual face and body interpretations of themselves too. The offline population would suddenly have I'm guessing a hundred times more friends virtually than offline reality. But would they be meshline friends, real virtual friends? Let the blur begin.

The big question is would your meshline friends be their real faces and bodies though? That is going to be an interesting problem to solve and bring value to a virtual world. Will there be completely credible virtual worlds where you can only join it if you can prove who you really are?  Will there be some form of creditable meshlining law to prove you are who you say you are as you switch from one certified virtual world to another where they guarantee that everyone is who they say they are? Will only you be able to control the virtual you? This opens up so many moral dilemmas. What would happen if someone stole your virtual identity? Virtual identity theft in a virtual world, causing virtual havoc. I can't wait to experience this especially when it will no doubt son be generated through your own laptop webcam and not in a shop or will it? via TVinJapan.

UPDATE - the 3D Animated self in any game or video - via trendhunter reporting from CES

George Lucas please help change the world

Dear George,
You might have noticed that the English band Radiohead has used it's powerful brand and music to help speed the change we access music, they earn their monies directly and hopefully begin the move to the free revenue model removing the 'middlemen' record companies. Now you, have a great opportunity to change the way we all access and watch content going beyond the digital native population. You're producing Clone Wars and also a Star War TV type series and have the perfect opportunity to use your powerful brand to speed social change in the way we watch and distribute content removing the mass media middlemen and definitely earning more through branding, traditional pre-rolls and new forms of advertising. Chris Albrecht at NewTeeVee has started this open plea to you and I'm joining the snowballing chorus.

With the emerging online channels like youtube, brightcove, veoh, p2p sites like bitorrent, itunes, the most powerful statement you can make to the traditional networks is to give us embed codes so we, the viewers would be your free media distributors.  So we can host, comment (advertise and link) and spread the content amongst our readers at virtually no cost to you. The huge (wasteful) monies that brands have to pay on a traditional TV media spend. Media is usually 90% of marketing budget when on average only 10% is spent on a creative (but that's another story). Those media monies could instead directly pay you much bigger fees and also, hopefully drive and collaborate with brands to invest in much more entertaining, better adjoining or related advertising content (use some of that media budget on better more imaginative creative) to go with either of the two new series. They could create associated offline brand advertising, to promote your series experientially, driving new audiences to these new channels. But it won't be necessary, we, the consumer would do it through WOM.

Then once it's been distributed widely throughout the net, the icing on the cake is you do a traditional TV, DVD and other old ancillary market deals worldwide. Mass media TV channels will slowly become the second division in the league of media channels. Instead of them controlling what we watch and when. We can decide for ourselves. Remember there's approximately 300 million and counting broadband connections worldwide (one billion online or 18% of the world) but of course there's billions of traditional TV viewers.

Please use the net to premiere your new content and we'll spread the message and help educate the way the world accesses, watches where they want, when they want your compelling content. As this blog post clearly articulates Content is now king. Brands have to now follow the content. We, the public are now  empowered to watch whatever we like and most of the world likes Star Wars. As NeeTeeVee points out you have already changed the world, why stop now?
Please go and talk to Chris Anderson at Wired and author of The Long Tail. His new book is called FREE. I'm sure he could advise you.
Regards
Damiano Vukotic

Disclosure - I work for RSA Films developing new forms of content sometimes branded for digital and traditional channels.

Learning Web Video

'A 3 minute video highlighting the most important characteristics of US students today - how they learn, what they need to learn, their goals, hopes, dreams, what their lives will be like, and what kinds of changes they will experience in their lifetime.' paragraph from the great Interactive marketing Trends blog via mediadcultures.net

The City Wall - The web video

Real 3D Video

It's coming, 3D video. Concerts, trade shows, our living rooms?

Social Media and it's effect on the future

Hugh Macleod at Gaping Void articulates the future through social media and it's effect on all our lives in this post for his friend, Shel Israel who is doing some consulting work for the large German ERP software firm, SAP.

Hugh says of social media 'I think it will continue to gravitate to where it has always gravitated towards i.e. Faster, Cheaper and Easier.' If you give the consumer the path of least resistance, satisfying, entertaining them, they will take it, use it. The iPod, coupled with itunes as a good early example. Maybe we have to combine, mesh much more online tech with offline tech and human nature, practical needs and wants from now on. Tech meshing with creative. I'm convinced we're going to see creative technologists appear throughout all walks of life, especially in marketing and entertainment. People that can creatively combine all new diverse forms of online ideas, concepts, softwares, social medias, existing forms of content like sound and vision and imaginatively fuse them to form useful, helpful, entertaining medias of the future. We all already seeing it through Facebook and online games.

Photosynthing

The great TED is hosting this webvideo to blow us all away. The ideas are limitless for this especially with social networking and photo hosting sites like flickr.

Revealing Second Graph & Future of Advertising

Businessweek shows clearly who is generating content on the net. Same as my previous post of last week. It's the youth. It's split up between Creators, Critics, Collectors, Joiners, Spectators and Inactives. It's 12 to 26 year olds doing all the creating, blogging, photographing, commenting, filming and making music. So will all the old passive models like, newspapers, magazines, TV and radio suffer and shrink from all this flood of consumer/user generated content? No one is going to have the time to passively read, watch and listen to the past models if their on blogs, podcasts. video-sharing sites and social networks. Are they? Another nail in the coffin of the era of mass-media. It will still exist, just a thinner slice of the marketing pie in this competitively fragmented new world.