(Editors Note: I am the source.)
Our third day of panels brings continued insights, realizations and tips shared below.
Traditional metrics no longer work in today’s digital society.
No one wants to be hooked to a cable.
Compression is the key to increased roll out of long form product.
Demand for bandwidth out stripping the ability to deliver.
Advancement in technology will always bring initial higher prices.
Equipment for quality digital production now at the prosumer level and when it hits the consumer level digital will become an adverting driven force.
Apple TV is the 800 pound gorilla in every board room but it really doesn’t exist except as a concept.
Developers of vice controlled devices obviously have no children.
The cloud is only as good as your net provider.
Universal search and discovery on connected set will be the game changer.
Branded content works best in digital.
People do not want their connected sets to be cluttered up with apps.
Consolidation of the industry is coming much sooner than later.
Netflix is expected to become irrelevant within the next year due to major companies creating supply systems of their own.
HTML5 is only a bridge not the endgame.
Mobile forcing retail to change their old business models to compete with companies that are that are net based.
Currently there is no afterlife for mobile content, a loss leader only.
Brand loyalty is thinking the word Coke when you think of soft drink are McDonald when you think French fries.
Focus on ways to bring relatable things to enhance brand love.
Brand loyalty cards are simply devices to gather data.
Ability to scale products and discoverability is one of the key differentiators.
People are migrating towards mobile. The biggest problem is supply and more quality in the supply.
If the endless supply is not on branded it doesn’t fit.
It’s about driving users to an affinity to a product.
The content is the platform. We’re reaching users where they are, when they are.
Primetime is losing its meaning.
Mobile gets used during the day and at night. Tablet has its own primetime between 9 pm and 11 pm.
Agencies want to buy audiences efficiently at scale or a pathway to scale.
The key is to get as close to the presentation layer so they can change for different platforms.
If you wonder why the TV model has stayed, you can put in a lot more ads into a 42 minute show than a 3 minute video.
Expect to see more companion apps with social media as the companion to pull in various conversations around a subject.
Pinterest doesn’t do as well on search because it is picture driven and search engines do not pick up pictures without words above them and underneath them.
“Although the castle may look different, the content is still king,” shared Carlos Sapene, of “The Style Network,” and as we’ve heard often during Digital Hollywood these past days, “distribution is the emperor.”