Data Management in the Magical World of Transmedia

ElectronicallyCapture-ss_

I just read a great article on the challenges of data management for Transmedia.  The articled touched on the need to track both for story continuity and for ongoing story development and optimization.  Here is an excerpt from the article:

” While transmedia is a great avenue for entertainment franchises looking to capitalize on new technology, content creators will need to take inventory on how they are keeping the generated content in synch across multiple platforms. Not only does the content created by developers need to be effectively managed, but these types of projects also produce large sets of consumer data.  With the expectation of active participants, content creators need to address subscription management and location challenges to deliver a more seamless user experience.[transmediacoalition.com].

Content Marketers Bestest Friend – Ever!

Photo lenses for an iPhone

On my Christmas List this year!

Okay – it’s not often that I’ll promote something for another company – but this is honestly brilliant!  Photo lenses for your iPhone!  As a corporate storyteller, my iPhone is the best tool in my arsenal.  Add cool gadgets like these and *pow* from best tool to my bestest – ever.   Let me know if there are any other tools that you love!

Innovation Methods Mapping

See on Scoop.ittransmedia marketing: storytelling for business, art and education

This is a preview version of the Innovation Methods Mapping Book. Copyright OPEN Innovation Consortium & Humantific. This book will soon be published.

Tina Stock‘s insight:

I have been a fan of triz for many years, so I’m excited to find an overview and analysis of multiple innovation techniques under a single umbrella.  Definitely worth the time.

 

And – I gotta say – I LOVE the facility of this e-book.  From a market-eer perspective, it has a coolness factor that is worthy of mention.

 

Hmmmmm – good content AND engaging delivery.  Sounds like marketing nirvana to me.

 

Tina

See on issuu.com

Am I Still Watching TV When the Show is on my iPad?

Last week, I was sitting in my chair watching Season 1 of “The Killing” on my iPad.

My husband asked  “what ya doin’?” as he walked past the-killing-season-2-finale.jpgme.  When I responded “watching TV”, it dawned on me how ludicrous the response was – but how typical.  Most people (myself included) when asked “what ya doin” respond with “going to a movie, watching TV, reading a book, surfing YouTube”.  We use the technology or platform to describe the content we are consuming.

Similar to the days when we stopped calling automobiles “horse drawn carriages”, we are in the process of transcribing new ways of defining content without our historic, platform based context.  Which leads to the question – how will we describe content consumption when screens are ubiquitous?  Two ways I currently see this evolving are:

1) Branded content. Instead of naming the platform we name the content, as in “I’m watching The Killing” or “I’m reading The Help”

2) Re-purposing existing platform terms.  I already see this on Amazon: new movies available for purchase or rent are called “movies”, while movies that have devolved into the “Prime” membership are called “videos”.

3) New terms.  I know they are out there, but I haven’t seen them all: webisodes, v-blogs, web tv…

Personally – I hope we go to branded content, since this sparks lots of conversation and promotes the story, not the platform.

What do you think?

What it takes to be media agnostic

One of the core tenants of Transmedia Marketing is the development of a concept/story that is designed to be consumed across multiple media.  What I’ve come to realize is that there still seems to be some confusion between “media” and “platforms”.

> Some of this confusion is a result of industry evolution:  traditional media companies were often defined by the platform they used (newspapers delivered news via paper, television companies delivered entertainment via television, etc…) while newer media companies are an amalgamation of multiple platforms and/or media i.e., Google with YouTube

Here is my attempt to define the difference and why the difference matters.

1) “Media” refers to the consumer intent: watch a movie, read a story, play a game, share/contribute, learn the news, etc…

2) “Platform” refers to the manner in which the media is consumed: consumers can watch movies on their television, iphone or in a movie theater.

If we design a story for PLATFORMS, then we run the risk of creating a very mono-dimensional story, and getting lost in technical fads and operational processes.

>  YES, telling a story in a movie theater requires very different specs and technical considerations than the same story told via hulu, but in both instances, the consumer intent is to watch a movie.

>  YES, the interface on a news company’s web site should be different than the interface on a mobile site, but whether on web or mobile the consumer intent is still the same – learn the news.

If we design a story FIRST for different media THEN for different platforms we have the opportunity to create truly engaging, interactive and viral stories.

 

Thoughts?

Tina:

I love it when I find like minded thinkers! This trend has been apparent for a couple of years now, but I do think 2013 will be the year that the volume of video ad inventory begins skyrocketing, and all advertisers get into the game. Do I think ALL ads will be video? No, because not all media consumption will be video, but I do agree that the volume will increase drastically in the next 12 months.

Originally posted on VentureBeat:

Television Art

Cameron Yuill is the Founder and CEO of AdGent Digital.

Video advertising will double approximately every two years until all online ads will be video ads. That’s right — all online ads will be video.

I am calling this prediction “Cam’s Law” (after moi) with due respect and deep regard to Intel Founder Gordon E. Moore, who in 1965 predicted that the number of transistors on integrated circuits would double every two years thereby exponentially increasing computing power.

Trust me, it does not take a genius to see the trends. My prediction is firmly guided by data. comScore’s recently reported that Americans watched 11.3 billion video ads in December, setting a new peak, and a sharp 10% rise from November’s 10.3 billion. December 2012 ad views were twice as many as in January 2012, representing 59% year-over-year growth. Video ads accounted for 22.6% of all videos viewed in December…

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