Deloitte TV+ paper, some notes

Posted by Roo - 26/08/11 at 02:08:32 pm

A new paper out today from Deloitte called ‘TV+: perspectives on television in words and numbers‘ which covers some subjects close to my heart. I was particularly pleased to be invited by the Guardian to appear in some brief podcasts discussing it (along with Tess Alps from ThinkBox, George Entwistle from the BBC, Richard Welsh from Bigballs Films, Sally Quick from UKTV, James Bates & Paul Lee from Deloitte, all chaired by the brilliant Aleks Krotoski).

The PDF itself is secured, making it hard for me to copy and paste some choice quotes for you. Oh well. Here are some rough notes anyway.

Foreword

TV as “the super medium around which all others revolve”.

The primacy of TV is defended in terms of hours of consumption, but I think there may be more to it than that. Would would it take for the internet to become the primary medium? Hours of consumption? Reach? Share of total advertising spend? We know that the share of advertising revenue spent on TV, press and internet are now about equal (26-27% / £4B each) with internet spend just slightly below the other two. TV has been stable, press has been falling and internet has been rising. What happens next year, if internet overtakes TV spend? There’s an argument that we could be very close to the moment when the Internet becomes the primary medium for advertising. That doesn’t necessarily make it the primary medium for culture, but I’d argue we’re moving towards that too. [According to Ofcom, the percentage of 8-11 year olds who would rather give up TV than internet is 15%, and rising. Even more striking, "children aged 12-15 are now as likely to miss the internet (24%) and mobiles (26%) as they are to miss TV (24%)". Interesting times ahead.]

1.) TV+ proliferating portable screens

Increased opportunity to watch TV thanks to increase in access to mobile devices, apparently. Hmm. My view is that just because someone can watch TV on a small screen doesn’t mean they will always want to. I’d expect mobiles devices to be largely used for clip-snacking rather than people watching 30 minutes of TV on the move (though no doubt there will be some more of that too).

Colour e-ink capable of fast refresh rates. (Imagine something like a Kindle, but in colour and capable of video.) This will indeed be amazing. I’m still not sure we’re going to be watching whole episodes of X Factor in the park though. Personally, I think the power of mobiles will not be in watching TV, but as a second screen allowing you do browse, chat, buy etc simultaneously and individually, without cluttering up the big shared living room screen. Million Pound Drop had an online game (by Monterosa for Channel 4) allowing you to play at home. With good on air calls to action they had 12.4% of the TV audience simultaneously playing on their second screen. For advertising, things like the Honda Jazz app and the Heineken ‘Star Player‘ game are just the start.

2.) TV+ social networks

“Social networks and television complement each other” Couldn’t agree more. Both for TV makers and advertisers, the opportunities here are massive.

Popular programmes are what drive social chatter. – I can certainly confirm that producers and commissioners are very interested to know “did we trend on Twitter last night?” But some interesting ones are thinking about how to make sure their programmes work well online too. Seven Days was deeply flawed in many ways, but a format that tried (and arguably succeeded) to ensure people would talk about it and share it online. The BBC, too, puts a lot of effort into helping people know where the online conversations are happening online (whether it’s linking to the buzz about each programme from its official web page (like this), or putting a hashtag on screen at the start of certain programmes).

35x more time spent watching TV than using using social networks. (more people are watching TV, and for longer, than using social networks). This is probably the fact with which TV execs in Edinburgh will be reassuring themselves in Edinburgh this week. I’m not sure this helps us understand the underlying patterns though, for two reasons. First, because TV viewing figures measure “presence rather than attention” (to quote the brilliant Matt Locke), and time spent watching TV is very different from time spent conversing, sharing, creating, etc. And second, because the average time spent online is not a particularly useful measurement. I’ve been re-reading Clay Shirky‘s Here Comes Everybody recently. He writes “the most active [in social systems such as Wikipedia and Flickr] tend to be much more active that the median participant, so active in fact that any measure of ‘average’ participation becomes meaningless. There is a steep decline from a few wildly active participants to a large group of barely active participants, and though the average is easy to calculate, it doesn’t tell you much about any given participant.”.

Conclusion: “Television and social networks could each exist independently of each other” … but “the two media are strongest when working in parallel”. Yes.

3.) TV+ technology

PVRs: people think they’re watching fewer adverts but actually, they’re watching more. (As with ‘TV is not going away’, this is actually something people have known for a while.) It’s a good fact though.

47% of 16-24 year old PVR owners always, frequently or occasionally stop fast forwarding through ads if they see an advert or trailer that interests them. – Interesting to think of opportunities to develop advertising that works well on PVRs. A three minute spot, with 18 seconds of film played out at 1/10th normal speed, would be really annoying unless you were fast forwarding it. Let’s not make one of those.

I dispute that claim that YouTube is now “focused on professionally produced content, with television programmes featuring prominently”. I’d suggest that the vast majority of YouTube’s content is still people “broadcasting themselves”, despite the (very sensible) moves to showcase professional content too.

4.) TV+ advertising

TV advertising remains strong.

“This is why the most successful campaigns tend to run across multiple media – each complementing the other, each reaching the target audience in a different context, but all conveying the core message.” – Spot on. At work, we call this an integrated campaign.

5.) TV+ shopping

TV is about as important as recommendation by a friend, while ‘I came across it on FB/twitter’ are very low. Interesting, but I think there could be a bias in that survey against recommendations made online, especially as social networking becomes mainstream and not something people think about as a specific activity (just how they stay in touch with some friends).

All in all, a really interesting piece. Well worth a read.

Fortnotes 14

Posted by Roo - 17/06/11 at 11:06:00 pm

[Being the fourteenth in a fortnightly series of brain dumps: what I'm working on, wondering and worrying about.]

A busy fortnight. As usual.

Now that the Kaiser Chiefs album has been released, I continue to be excited about the analysis the Rev Dan Catt is doing with it. Keeping half an eye on things, but the team on this one doesn’t need too much input from me.

Met with Tess from Thinkbox, who was kind enough to share their ‘Tellyporting’ research with me in person in advance of me speaking at a Thinkbox event soon.

Gave a talk to some friendly students from a University in Texas. Andy, our ICD, talked about our approach to digital and interactive work and I shared a case study. Then Jon and I get them thinking about a specific project and gave them an hour or two to work on a brief we set. Genuinely impressed at the ideas they come back with.

Presented at a conference organised by PRmoment and held at Ketchum (conveniently about 30 seconds walk from my office) for people from the PR industry. Despite possibly the only advertising person in the room, everyone was very welcoming and put up with my nonsense (at one point I actually said “and that’s why they pay us the big bucks”, which even in the context of trying to be disarming and witty should probably have been a capital offence). I shared Cravendale as an example of an integrated digital project. Lots of appreciative smiling and some good questions in the panel session. Sometimes I realise how proud I am to be working at W+K. Thanks to Ben

Sitting in on a couple of creative briefings for some work for Three. Interesting stuff.

My first ‘chemistry meeting’ with a potential new client. This gives them a chance to get to know us (and us a chance to get to know them), so we can all see if we’ll be able to work together one day. Enjoyed this very much.

Starting to hear about a pitch coming up for some new business. Reading the brief, chatting with the planner and starting to understand the background and what the client is looking for. Everyone is excited about the client and the potential for working with them if we win their business. Fingers crossed for the big pitch.

An unusual bit of in-progress work that I can talk about properly; Remember Dot, the world’s smallest stop-motion animation filmed on a Nokia N8 + Cellscope microscope we did with Aardman for Nokia? Well, it’s time for the sequel, and rather than go even smaller we’re turning the idea on its head and hoping to make the worlds largest animation, filmed on a beach in Wales over a week. Having seen the storyboards and animatics, I reckon the film is going to be brilliant. We suggested opening up the production process by sharing footage from the beach, using the Nokia Nseries blog to collect material as a sort of production blog while the film is being made. This is unusual for most projects, where secrecy until the moment of release is very much the norm. Nokia and Aardman were very happy with the idea though, and we worked with Nokia’s word of mouth agency 1000 Heads to make it happen. The shoot itself was slightly hampered by bad weather, (one day and one night of filming have been postponed), but the brave souls on the beach, including some invited guests, got some great footage of the process.

Enjoying:

Fortnotes 13

Posted by Roo - 03/06/11 at 11:06:00 pm

[Being the lucky thirteenth in a fortnightly series of brain dumps: what I'm working on, wondering and worrying about.]

I can finally reveal the super secret project I’ve been getting increasingly excited about in these fortnotes for the past few weeks. The Kaiser Chiefs new album The Future is Medieval is out now, and it’s a bit different. Here’s how it works:

  • Preview 20 new Kaiser Chiefs tracks. Select the 10 you want, and the order in which you want them, for your own album.
  • Design your album artwork (much more fun than it probably sounds).
  • If you like what you’ve made, buy it for £7.50 and download your album.
  • Get your own kaiserchiefs.com/{username} URL for your personal album [mine is kaiserchiefs.com/rooreynolds frinstance].
  • You can sell it on through the site, making a £1 cut for each album sold.
  • …
  • Profit.

As an agency, we’ve been working on this for ages. Our own Oli Beale (the chap behind James Face and the complaint to Richard Branson) came up with the idea with the band. The launch was simultaneously rather tense, busy and a hell of lot of fun. Most of all, it’s an enormous relief to be finally able to talk about it.

It seems to have gone down rather well. I’ve been collecting various tweets, blog posts and press articles since well before the announcement. Some highlights:

“… my fears that this release could undermine the album format as an artform (and admittedly a physical, band selected release is planned for later this summer) seem unfounded. When I made my version of the album … I found myself getting sucked into sequencing it, trying to work out what would go well together to give the album a certain feel. So in a way it actually made me engage with the album more than the average release. So much so, I’d actually advise you to forget my version and make your own.” – Paul Stokes, NME

Most of the coverage has been about the innovative and creative approach, so it’s good to see some really in depth review of the album on the BBC Music site:

“they’ve upped their creative ante somewhat, a number of these songs … coming across as more measured and mature, and a heck of a lot gloomier, than the upbeat bounce-alongs of old. Lead single Little Shocks goes some way to showcasing this murkier atmosphere – where before there was shiny hooks, here the chorus doesn’t leap from the speakers and the whole piece swells with unexpected drama. Can’t Mind My Own Business is indie-pop trapped in a Tron cabinet, while Heard It Break is a sinister sibling of something The Human League might write. Starts With Nothing examines the transitory nature of fortune, of wealth monetary and emotional – it’s rudimentary lyrically, but nevertheless a significant tonal shift for an act predominantly associated with anthems for football terraces. Child of the Jago claims, “This is your nightmare calling” – not quite, but there’s no doubt that the Kaisers have been exploring their darker side, with some exceptional results.” – Mike Diver – BBC Music review

I really loved this post too, which nails the approach perfectly:

I would not call myself a fan of the Kaiser Chiefs. I have enjoyed some of their songs but I’ve never bought one of their albums before and probably wouldn’t have noticed this record at all if it had been released conventionally. But today I paid for their new record and now I’m writing a blog about them on this cooler-than-thou music site. And I’m enjoying the record! And I know that’s partly down to the “Wow, I made that” novelty but I’m also genuinely liking the songs, and that’s down to the fact that I was able to tailor the record to my own personal tastes. This is nothing new – people pick and choose songs to put onto their iPod and even edit down and resequence albums in their iTunes – but it’s heartening to see a mainstream act recognising this trend and tailoring their output towards it. – Jed, A Girl Called Sam

But best of all though is some amazing work from Rev. Dan Catt who has been messing around with the data and working out which are the most popular tracks, providing some impressively detailed analysis of the project, and even looking into which order people put the tracks. Dan rocks.

Other things I’ve been working on recently include Visit Wales (developing roles and approach), Cravendale (still getting ready for the next phase), spending a bit of time helping out an a really interesting Nokia campaign and appearing in a promotional video for for walls.im’s TechCity Launchpad application.

New terminology: PPM = pre production meeting.

Fortnotes 11 & 12

Posted by Roo - 20/05/11 at 09:05:00 pm

[Being the 11th and 12th in a fortnightly series of brain dumps: what I'm working on, wondering and worrying about.]

Bankholapalooza; a week-and-a-bit off work thanks to Easter, a royal wedding and taking the 3 days in between as holiday.
It’s only once I’m on holiday for a few days that I realise how exhausted I was, so I immediately book a 2 week holiday in July.

—

A couple of days in Dublin for the Mash 2011 conference (about which I wrote some notes here).

Working on: Cravendale (evaluating and planning the next bit), Visit Wales (helping formulate an approach), Fairtrade (evaluation), Honda (drafting strategy), Nokia (comms plan and community stuff for an upcoming campaign) plus a really big exciting project which I honestly can’t talk about at all.

Generally aiming to be helpful on everything. Sometimes wondering what I should be doing, and if I’m honest feeling a bit stressed at the moment. Trying to focus on the important stuff, but it’s sometimes hard to know which bits are which. Reminding myself that I really love my job.

Managed to work at home for one day (for the first time since early April and the sixth time this year). It’s not the sort of office where working at home is always easy, but it feels good to avoid the commute when I can manage it.

Trying to set up a week in Portland to meet up with colleagues over there some time in August. That would be useful I think.

Color: why it’s interesting and why it won’t be “the next Twitter”.

Posted by Roo - 04/05/11 at 02:05:24 pm

Color invites you to “creates new, dynamic social networks … wherever you go”. It’s getting a lot of attention at the moment, largely because of $41M VC funding. It’s even being hailed as having ‘a very good chance of becoming a large scale success like Twitter‘.

In case you have not yet heard of Color, here’s how Caroline McCarthy describes it for CNET

In Color, photos taken through the app are shared through proximity, something which amasses a list of your contacts through machine learning; in effect, you’ll be able to see all photos around you that were taken with Color. You’ll be able to see the Color photos of the guy sitting two tables away from you at Starbucks, but when he finishes his caramel macchiato and leaves the coffee shop, you can’t see them anymore. But if you spend a lot of time in proximity to someone–an office-mate, for example–that person’s photos will gradually begin to stay in your contacts list for longer.

Someone asked me this week whether I thought it really would be ‘the next Twitter’. I found it hard to say at first, because my first experience with the app had been so awful that I had to go back and try it again to see what I’d missed. It really is a rather hard app to pick up (and has been heavily slated in the App store reviews, often for being hard to understand) but it’s not hard to see that the idea of physical spaces having an invisible cloud of history and shared photos has potential; being able to see other angles you missed, knowing your friend was here yesterday, … you can imagine lots of fun stuff emerging from an experiment like this.

But no, I don’t think it’s going to be “the next Twitter”. Not at all.

Being based on physical proximity makes for a pretty tough first experience. Unless you happen to install and try it while you’re at a big event with at least a couple of other people using it, you’re left with a pretty unsatisfying starting point. Any app that requires you to be in the same place as other people using the same app at the same time is going to have a difficult bootstrap problem.

Most importantly though, Twitter is a platform with an open API allowing other apps to be built on top of it. Want to write your own Twitter client? Want to integrate Twitter into another app? Want to print out tweets that contain the word ‘snow’? Easy. Not so with Color. Want to make a site showing the most recent Color pictures taken in a particular place? You can’t. Unless you’re the Telegraph and you want to do a joint PR thing around the royal wedding (the sanity of which also raised some eyebrows).

That’s not to say that the situation won’t change. Instagram started closed and opened up an API after a few months. That move made it easier for people to make all sorts of really cool apps like Extragram, GramFrame, Instagrid, Instaprint, Instac.at and many more.

In fact, the most common use I’ve seen of Color so far has been that people will sometimes post a direct link to a picture to Twitter or Facebook. While that’s a useful feature (and in theory leads to more people discovering Color) it does mean that the whole local proximity and physical social discovery aspect of Color becomes optional; people continue to rely on those two tools to maintain their contact networks.

I think in its current incarnation Color is more of a photo sharing service, like Twitpic or Yfrog, with some additional features which might rarely get used. If they open up and offer an API (like Instagram did) they could become a much more interesting thing altogether, but only if it can get – and keep – users. Although I like its innovative approach, I think it’s going to be very tough for this app to become anything like mainstream.

I’ll give Color another chance, but I think I’ll also be looking out for the next next big thing.

Cross-posted to the W+K London blog.

Fortnotes 8

Posted by Roo - 24/03/11 at 10:03:00 pm

[Number eight in a fortnightly series of brain dumps: what I'm working on, wondering and worrying about.]

I spent some time out of the office at a shoot for Cravendale. We were there to help Bertrum Thumbcat (the ringleader of the polydactyl cats in the current Cravendale campaign) make some YouTube videos in which he assesses the capabilities of the recently evolving race of cats with thumbs, putting them to to test for his own satisfaction and to prove a point to humans who might question their abilities. Examples included Can a Thumbcat Blend (which was perhaps the question asked most frequently), Can a Thumbcat play checkers and many more.

Since then, I’ve been working fairly solidly on Honda. Lots going on, some really interesting work coming together. I’m writing strategy stuff and trying to be helpful.

I have been at W+K London for over three months now, which is long enough that various employee benefits kick in including a pension, health & dental, etc. I’m finding it hard to believe that more than a quarter of a year has passed since I joined. As you’ve probably noticed, I’m really enjoying it. It’s hard, chaotic and can be stressful, but people talk about coming to W+K to do the best work of their lives, and I hope that will be true for me too.

I visited the Artfinder team with Dan Hon. They’re a nice bunch and they’re working on some very interesting stuff.

Introducing interesting people to each other remains one of the nicest bits of my new job. Avoiding spreading myself too thin, and making sure that when I get involved with something I’ve got the time to see it through properly, is the hardest. Mainly because I want to say ‘yes’ to absolutely everything.

New starter: Matt Simpson (previously Lead Community Manager at Face). He’ll initially be spending most of his time on Honda and Nestea, but will be getting stuck in to all sorts of other projects too. He was even prepared, on his very first day, to give a presentation to the rest of the Honda Europe team at W+K, researching and preparing examples of community activity around Honda online. As though we’ve just thrown him out of some sort of moving vehicle, he “hit the ground running” and stayed upright very impressively.

In other news, I (still) have a cold. I’ve had it for a couple of months and I’m very bored of it. Spring is springing, it’s lighter in the mornings. I didn’t miss not being at SXSW one bit.

Fortnotes 6

Posted by Roo - 25/02/11 at 11:02:00 pm

[Being the sixth in a fortnightly series of brain dumps: what I'm working on, wondering and worrying about.]

Mostly working on Cravendale, Honda and Lurpak and at the moment. One full day in Leeds with Cravendale clients, showing them our plans for the next few weeks and getting excited with them. Great meeting, and nice to bond with the team over hummus, wine and crisps on the train home. Yay for team picnics.

Also working a bit on Fairtrade, Nestea, P&G, Nokia, and more.

Helping one team put together a community management proposal for a client, and rolling up my sleeves and writing another one myself.

Some time talking with Katie and Will (not the royal couple, though these two are every bit as lovely) about extending some Twitter monitoring and stats gathering work I’ve been doing since I joined. Keen to get their help and involvement. Already gathering some really interesting Twitter data for a bunch of clients now, some fairly useful tools for teams to start playing with and there’s lots more fun to be had in this area.

As ever, some time spent interviewing and recruitment. Expecting to have the first creative community manager start next month, and hoping to offer a second role fairly soon. Helping interviewing for various other creative roles too.

Explaining my job to some friends at another agency, I realise again how good my role is and how much I enjoy it.

Trying to work at home one day per week. Not easy to keep the time free, but the difference it makes is enormous. Some time away from the office every week is really helpful for getting things done.

Reading: ‘What Technology Wants’ by Kevin Kelly, plus a bunch of fiction. Remembering that I used to take photos of the books I’d been reading every month, and wondering why I stopped.

Watching: a recording of Merlin Mann’s talk at Twitter HQ about meetings: “Broken Meetings (and how you’ll fix them)”. There are a lot of meetings at work and when I was managing my own diary I too often allowed it to fill up with back-to-back meetings, leaving me feeling rushed and unproductive. My PA is already amazing at helping me organise my week and protecting my time, and Merlin’s talk reminded me that I can be even braver about setting expectations about what we’ll get out of meetings, not defaulting to 60 minute meetings and not accepting meeting requests which don’t come with an agenda.

Hello/Goodbye: Cow, Pirate, Cyclist

Posted by Roo - 17/02/11 at 08:02:21 pm

Hello

Goodbye

Fortnotes 5

Posted by Roo - 11/02/11 at 11:02:00 pm

[Being the fifth in a fortnightly series of brain dumps: what I'm working on, wondering and worrying about.]

An exciting new project for Cravendale, plus a digital pitch for another client (which involved a bit of research and presenting some feedback and ideas). Lots of work on Honda and Lurpak.

Thursday was Make Good Music day, in which a bunch of us broke into teams and each met one of a handful of up-and-coming bands, with a view to giving them some help/pointers/ideas/etc. Sadly I had to leave before the gig + drinks in the evening, but the few hours I joined in were really fun.

Minor helping out on Fairtrade, which seems to have come together very nicely in the past couple of weeks.

Quite a bit of time on recruitment in the past couple of months; both making introductions and interviewing people.

Shockingly, had to submit my first ever DMCA takedown request on YouTube. I won’t say much about it, but rest assured the infringement was egregious and harmful rather than something we or the client could overlook.

I’ve had a nasty cold (sore throat, blocked nose, cough, etc) for this entire fortnight. Feeling a tiny bit grumpy and more stressed than usual as a result. Finally getting over it now and getting back to my normal self, and starting to go back to the gym/pool a bit more. I’d forgotten how nice it is just to feel normal.

Leila and I have taken a few weeks off Shift Run Stop since Christmas. Leila explains it well here. I’d like to start again though I have no idea when or how or when we’ll manage that. Soon, I hope.

Thinking about: targets and client expectations, conversations, ‘engagement’ vs interactions, reach, interactive video.

Watching: How to Play the Harmonica (the Blues), Stuart Lee on Top Gear, Everything is a Remix, the Float Documentary trailer, lots of cute cat videos (for research purposes, honestly), W+K’s superbowl ad for Chrysler, An Open Letter to Stephen Fry.

Looking at: Twazzup (via Rowan), Facebook’s new page layout, Tiny Geocoder, burning platforms, ‘deep media’ and ‘transmedia’.

Fortnotes 4 – end of January

Posted by Roo - 28/01/11 at 09:01:00 pm

Trying to begin every week by making a list of all the projects/areas I’ve got some involvement with (about a dozen of them at the moment) and writing down what I need to do next for each of them. Getting Things Done. Oh yes.

I have a PA now, to wrestle my diary into submission. Nina is great, and her help is already allowing me to spend less time worrying about finding time for doing things and more time actually, you know, doing things.

A small team of us began to get our heads around how to approach a pitch, for which I’ve been doing some research and sharing some notes. Early stages so far. Initially felt a lot like staring a huge blank sheet of paper. Paul shared some thoughts about the business challenges, which helped remind us what it’s all about. The problem felt a lot more real after that.

Thinking about Honda recently. Two big projects (plus a small one, in which I’m less involved). I’m trying to maintain balance with mostly-strategic input in one project, and mostly-creative input (working directly with the creatives) on the other.

A day trip to Geneva to speak at a marketing team away day for P&G. A long day, but worth it. I managed to say some interesting things about three different projects from the past couple of years, (since I wasn’t at W+K at the time so it was made possible by my colleagues spending some time filling me in). Focusing my mind by agreeing to speak about things has always been a great way for me to think it through in much more detail than I’d usually need to. Said yes to another speaking engagement, and hoping to do no more than one per month.

Struggling to spend time on all the projects I want to.

Some time getting the ‘Radar’ Dashboard we built into a state where we can deploy it for other clients. Worked with Dan (who is a bit of a whizz with Amazon Web Services) to create and configure a new instance (EC2, RDS and Git are a good combination).

A little bit of peripheral help on the Fairtrade campaign. Mainly making introductions and staying out of the way.

Milestone event: had my first massage in the office. A fortnightly visit from a visiting masseur, with 20 minute slots which fill up fast. Entirely wonderful. I felt taller afterwards.

Spent a bit of time coming up with ideas with Dan H in order to get a self-initiated agency project back on track creatively. That was fun (and surprisingly easy once we left the office and sat in a quiet cafe).

Another day out of the office, this time to judge the Media Guardian Innovation Awards. Really enjoyed this, especially the debate lunch about the Innovator of the Year award.

Dan H is going to Portland for a month, in preparation for moving there properly. I will miss him a lot.

Thinking about: measurement (engagement, interactions, mentions & conversations), consumer decision journey, word of mouth, things real people don’t say about advertising, pink ponies.

New terminology: FMCG (Fast Moving Consumer Goods).

Books I should probably read: ‘Soft’ (Rupert Thomson) via Kevin C, Confessions of an Advertising Man (David Ogilvy) – via everyone.

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