digital content

PluggedIn “Digital Content” Roundtable – Commentary

May 20, 2010
Comments by Guillermo Kopp / @GuillermoKopp
Chairman, GUAU Corporation

PLUGGED IN – FOLLOW UP THOUGHTS

1. Shifting Consumer Habits: Video, social media, and text content will add value synergistically to meet budding customer needs. Digital magazines on portable tablets will open creative innovation avenues.

 Comment: We find that multitasking viewers will rather glance at several screen areas than read. Video will be a key means to capture the viewers’ attention and prompt them to buy. Wise advertising will mix video with text ads, and give consumers better control. Effective filters should avoid overload.

2. In Contempt of Content: Smart ads double up as useful content and customers love it. People are curious and want to stumble into novelties. Consumers will know when ads are disruptive to them.

Comment: We welcome short video clips (less than 30”) with relevant infomercials from credible sponsors. Fairness and integrity of the brand, fun, independence of opinion, and transparency in the advertised facts will establish credibility at par with the deeper content of specialized articles.

3. Demographics: Facebook fans endorse or subscribe to innovative concepts and features. Small social ecosystems interwoven across common behaviors and interests will lead to more granular segmentation.

 Comment: We look forward to strong growth in emerging segments. Growth should overcome the marketing inertia of big firms that stick with the purchasing power of established audiences. Advertisers must tap the exploding number of Twitter and other social media interactions with a localized focus.

4. Personalized Interaction Experience: Purposeful integration of current facts, opinions, music, video, text messages, animation and live interaction mechanics will be instrumental in engaging customers.

 Comment: Consumers will spend significant time interacting with a growing number and smarter mobile devices that they carry everywhere. We envision a day-to-day, multimedia transactional business model that builds on the awareness of the customer location and acts upon personal triggers.

5. End-to-End Marketing: Agencies must orchestrate a creative suite of ads, content, incentives, and promotions across channels, track the online experience, and credit its influence on purchasing decisions.

 Comment: We believe that newly designed interactive content should work appropriately and purposefully across multiple customer touchpoints. Integrated metrics across print, TV, online, and mobile content must attribute purchases that occur later in a physical store or third-party site.

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May 20th: Digital Content Roundtable

May’s PluggedIn Roundtable focused on “Digital Content” and will cover topics ranging from distribution, consumption, property rights, and challenges.

Digital content is everywhere and it is truly what makes the Internet valuable. Whether it be books, magazines, newspaper, video, music, or photos everyone is looking to increase their discuribution channels and find ways to generate revenue.

5Min: 5min Media is the leading syndication platform for broadband instructional, knowledge and lifestyle videos. Our library includes tens of thousands of videos across 20 categories and 140 subcategories, which are professionally produced and brand-safe.

Attending: Tal Simantov

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5min
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Amie Street: Is the first online music community designed to discover and promote independent artists. Amie Street helps increase exposure and revenue for new artists through an innovative, demand-driven pricing model based on recommendations by, and rewards for, members who endorse their favorite music on the site.

Attending: Elias Roman

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Breaking Media: is a network of websites, e-newsletters, events and social media channels for influential, affluent business communities. This site aims to answer any questions you might have about the company or our brands—Above the Law, Dealbreaker, Fashionista and Going Concern—and the ways we can help you connect with the communities around these brands. It’s also a place where we share some thoughts on the rapidly changing media and marketing landscape.

Attending: Jonah Bloom

Critical Media: Is at the forefront of real-time broadcast video capture, search, syndication and information services. Dedicated to making broadcast video search as ubiquitous as text search, the Company provides tools and services to content consumers, providers, distributors and advertisers that leverage its real-time media capture infrastructure. Every day, our media capture infrastructure, the largest in the world, processes in real time over 10,000 hours of broadcast content on 4 continents, making every minute of it discoverable and monetizable within 60 seconds of airtime.

Attending: Ion Puspurica

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Critical Media
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WatchMojo: Informs and entertains you through the medium of video, covering both popular culture topics and socially relevant themes that interest you personally, professionally and socially. They help individuals and businesses by promoting the people, places and things that capture the essence of success.

Attending: Ashkan Karbasfrooshan

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Outside.in: Is the leading hyperlocal content and advertising platform used by millions of consumers and thousands of local bloggers and publishers each month. Outside.in monitors all the news, blogs, and discussions on the web and dynamically maps them to more than 50,000 neighborhoods in the US.

Attending: Camilla Cho

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Outside In
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