How did you watch the World Cup? If it was a big evening game then it was probably on telly, but as Ofcom confirmed yesterday you were probably using another device at the time – most likely your mobile or laptop. If you were keeping up with a lunchtime or afternoon game, especially at work, then there’s also a good chance that you enjoyed the World Cup online or on your mobile.
Posts Tagged: online tv
Children today are growing up in a digital society. They will never know what it was like living in a world without the internet or mobile devices. They are digital savvy and their distinction between offline and online worlds increasingly blurs by the day. But being media savvy is not the same as being media literate.
Over the last two years I‚Äôve been lucky to head up the IAB Video Council and while there‚Äôs always been a buzz around online video it‚Äôs never been greater than now. There may be some teething problems to overcome in this new channel – such as increasing research – but every single senior marketer I‚Äôve spoken to about it (and there have been hundreds) see its huge potential and want to use it. I predict – and I checked that it‚Äôs therefore ok to say that the IAB is predicting – that 2010 will be the year that online video makes its mark on the advertising world. Here are five stats to help convince you:
Tess Alps of Thinkbox recently wrote a great post about TV‚Äôs move to online delivery, explaining why it‚Äôs not TV versus online because actually, broadcaster content is all the same. This is exactly the kind of message we‚Äôve been sending out and one that it does well to remember. Particularly when measuring your online video campaigns, but I won‚Äôt get started on clickthrough versus brand metrics for video ads online here.
It did raise one question for me, admittedly not the biggest issue in the world, but what exactly should we be calling video content delivered via the internet? At the IAB we‚Äôre open to suggestions. TV is a familiar name, but a massive proportion of video clips viewed online don‚Äôt even originate from ‚ÄúTV‚ÄĚ. Our Video Council, to date, opted to go with the digital industry‚Äôs naming of on-demand video clips, programmes and adverts. Or just ‚Äėvideo‚Äô for short. But is this causing a language barrier for traditional TV marketers in making the transition to online?
To explain why the term ‚Äėvideo‚Äô makes sense to me, I‚Äôll use a few personal examples. In my house, I have a Mac Mini hooked up to the TV so I can watch the likes of iPlayer and YouTube on the TV already. And that‚Äôs the terminology I use, ‚Äúlet‚Äôs watch it on YouTube‚ÄĚ, ‚Äúit‚Äôs still on iPlayer‚ÄĚ, ‚Äúit‚Äôs on 4oD‚ÄĚ etc. I don‚Äôt say ‚ÄúLet‚Äôs watch TV‚ÄĚ. However, I‚Äôm fully aware that this is just my use of terminology and far from representative of the entire nation.
A few other random thoughts that whirred through my head about terminology: