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Forrester warns about in-house email marketing... more
Video streaming worth almost US$200 million in 2006...
more
Student exam results will be delivered by SMS... more
Marketers still at the bottom of the Digital learning curve... more
Internet
World – your views are sought... more
Harrods’
‘Window on the Future’
Jason Gleave, Chief Executive, FlyOnTheWall.tv:
"FlyOnTheWall successfully provided the live webcast and video-on-demand for
the LG Internet Family Window on the Future. This "Big Brother-style" event
was brought to the viewing public by our broadcast-quality streaming
solution. Streaming media is now an exploding market and this was a unique
opportunity for us to showcase its value to a wide audience"
Background:
LG Electronics, one of the world’s largest electronics manufacturers, recently launched a marketing campaign to increase awareness of its products and create a brand image focused on technologically advanced home electronics.
The company constructed living quarters filled with LG’s high-tech home gadgets in one of London’s most famous windows – Harrods in Knightsbridge. Online viewers voted to select the ‘family’ of four to live in the window during store hours. The aim was to show a tech-savvy family using LG’s latest digital Internet-enabled products. LG brought in various celebrities for guest appearances throughout the six-day event and staged a variety of different activities in order to capture the public’s interest. To maximize audience size and viewer engagement in the event, LG needed the footage to be available for viewing on the Internet both live and on-demand.
Objectives:
LG worked with FlyOnTheWall in order to achieve the following key objectives:
• To further publicise the event to a broad audience by broadcasting it online both live and on-demand
• To provide a broadcast-quality multi-camera webcast
• To develop a highly participatory online format that would deeply engage viewers
• To allow viewers access to edited highlight clips of the daily events on the website www.lginternetfamily.co.uk
Solution:
FlyOnTheWall installed and maintained nine cameras to constantly monitor the LG family in real-time during the six days for which they were in the Harrods window. FlyOnTheWall provided access to the streaming media content via the client site, www.lginternetfamily.co.uk, both live and on-demand. On the website, users were able to watch the live footage by selecting a room in the house and using steerable cameras to follow the family as desired. FlyOnTheWall’s creative team also put together daily highlights from the footage captured that were available for viewing 24 hours per day as video-on-demand.
Results:
The LG InternetFamily website received over 5.5 million hits over the six days. The Internet broadcast of the event and online viewer participation features dramatically increased interest in the event among local and worldwide audiences. In turn, LG’s products received increased exposure as users flocked both to the window at Harrods and to the website to watch the daily happenings.
To View
If you would like to view edited footage from the broadcast, please visit
(you will need RealPlayer):
Broadband
http://www.flyonthewall.tv/link/lginternetfamily?clip=roundup-150k.rm
Analogue
http://www.flyonthewall.tv/link/lginternetfamily?clip=roundup-45k.rm
About FlyOnTheWall.tv
FlyOnTheWall is a leading streaming media solutions provider, offering
filming, editing and hosting of streaming media content both live and
on-demand.
Recent clients include JP Morgan, The Work Foundation, The Food Standards
Agency and LG Electronics.
Contact: team@flyonthewall.tv
The Frontwire guide to streaming video
Justin Anderson, Founder and Managing Director of Frontwire guides Wired-Up readers through the video email maze....
"Video email takes HTML email to the next level. It has all the benefits of
HTML email plus the added benefit of being able to deliver more compelling video content, streamed directly into the recipient’s inbox. As such Video email is a highly effective way of building awareness of marketing campaigns, and potentially creating viral activity.
It is already a growing area of digital marketing and one which will experience greater growth over the next year according to the findings of the Frontwire digital marketing survey.
Key early adopters of email video as a marketing tool are the automotive, gaming and film industries."
For the full Frontwire guide to streaming video click here
Streamed video film trailers
Simon Drinkwater, Managing director, Clipserve, the playerless Java Video delivery people explains why streamed video film trailers are an essential part of modern film promotion....
Wired-Up: Why is the film industry leading the way in streaming video marketing?
SD: Film promotions obviously lend themselves well to promotions through streamed video as you can get film trailers – the best established of all pre-release film marketing tools – to the desktop. Using them you can get audience buy-in at a very early stage. And since the first weekend box office performance of a film more often than not seals its fate, getting the pre-release publicity right is pretty crucial.
What excites me more is that all of a sudden we are experiencing a 6:1 broadband ratio with these promotional campaigns. What this means is that people are watching them in the work environment – a place traditional media cannot reach and in many cases even the new media have yet to penetrate. In short consumer campaigns are being viewed in the business environment. Because the content is rich, people click through.
Wired-Up: Just how successful are these campaigns?
SD: In my experience film promotions delivered through streaming video enjoy 14-52% open rate. Recent examples of this level of success are the promotions for Spiderman and K-Pax – the latter of which did achieve a 52% opening rate.
Wired-Up: And because of this is streaming video getting the recognition amongst the media buyers?
SD: Gradually. Not simply because of the open rates but also because of how the CPM (cost per mil) works out. Advertisers that want to promote their wares using film footage can easily compare the CPM for broadcast media (television and cinema) against narrowcasts over the Internet and see how many more people they can reach for their marketing spend.
Additionally that communication is targeted in a way broadcast media cannot compete with. Streaming Video is more competitive than television. It can be personalised at the point of sending and interactive throughout. Also it does not have to commit itself to the television schedule. Recipients get it when they click on a banner or open their email. Meaning they can request it and interact with it.
That is not to say streaming video will entirely replace broadcast adverts but in many cases it can prolong the life of campaigns by repurposing creative executions for the interactive Internet channels.
Wired-Up: So far it seems streaming video is predominantly used for B2C campaigns, but the recent Frontwire Digital Marketing Survey suggests the biggest growth will be in B2B campaigns – do you agree with this?
SD: We reach tens of thousands with the movie promotions we are involved with and if you’re asking whether B2B campaigns will reach similar volumes the answer has to be no. However because streaming video means advertisers can target smarter I am sure we will see significant growth in the number of niche campaigns, which would include B2B. We are already gradually getting more requests from niche players, most recently in the youth and technology sectors (Universal Music Television and IBM). So I am sure other niche players will soon follow suit.
Of course the upside for B2B campaigns is that they are less likely to have to contend with bandwidth issues. When targeting a teen audience for example there are broadband issues meaning campaigns have to be encoded for different bit rates. In these instances the technology auto detects each user’s connection speed. To maintain quality we have to take steps like reducing image size.
Wired-Up: Would you agree that as an interactive marketing tool streaming video has a way to go?
SD: In terms of capabilities no, but in terms of application yes, many creative executions have yet to exploit the full functionality of streaming video campaigns. You can build in hot spots, hyperlinks and feedback mechanisms. Those recent campaigns that have simply repurposed the broadcast creative without exploiting the interactivity of which streaming video is capable have missed some major marketing opportunities.
Remember the market is still relatively immature and so we are only just starting to see some of the creative people within online understand the true power of video online.
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Forrester warns companies bringing email marketing in-house to think again
According to recent research undertaken by Forrester, most marketers hope to bring email delivery in-house by 2003. But analyst Eric Schmitt warns, "Most large-scale consumer marketing organisations are better off sticking with application service providers and agencies." His advice also tallies with the findings of the Frontwire digital marketing survey 2002 which found those digital marketers using specialist suppliers enjoyed better results from their digital marketing campaigns.
Video
streaming market worth almost US$200 million in 2006
A
report by Analysys, claims the video streaming market will be worth
almost US$200 million in 2006. The findings of the research suggest
that key drivers of growth will be marketing, corporate communications,
training and investor relations. But the research also suggests
streaming video will not truly ‘take off’ until 2005
Student exam results will be delivered by SMS
The
government’s e-Envoy office has announced that sufficient security
will be in place by next year to deliver student exam results by
SMS.
Marketers still at the bottom of the Digital learning curve
Initial
findings of the Frontwire Digital Marketing Survey, to be released shortly, have found a number of marketing practitioners are
still at the bottom of the digital learning curve. A significant proportion
of respondees found basic terminology, like HTML, confusing. Frontwire
CEO, Justin Anderson comments, "This is a serious concern and
one which, according to our findings, has a detrimental effect on
campaign performance."
Full survey results in the next edition.
Next Edition
In
the next edition of Wired-Up we’ll be sharing the results of
the Frontwire Digital Messaging Survey 2002.
We’ll also be giving you the Frontwire match report on all
the latest gadgets and gizmos at Internet World. If you attended
and you’d like to contribute then email Ruth Stone
with your Internet World experiences.
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