Microsoft Darren
Huston shows off the new exciting innovations involved in the multi-screen
launch of Chevrolet's new Volt.
Darren Huston
When I (Darren Huston)
spoke at the forays a few months ago, I talked about this analogy of a
forest fire. Now a forest fire can be very scary because it burns
through the brush it pushes you to the edge. It flames are around you,
they look at your heels but the way to think about a forest fire like
any transformation is what happens on the other side.
The
transformation that we're skiing is a land that we're seeing as a
landscape that won't be made up of banner ads and blue links but rather
rich immersive and engaging content.
It's
also a landscape made up of one & zeros and bits & bytes and
the beauty of that is, it allows advertising to connect to the business
and the value systems that happen within your company.
So
whether it's the point of sale at the local Safeway and linking that
all the way up to the advertisement or its buying a new car like will
demonstrate and linking that perception experience down to point of
purchase that's the beauty of digital and finally that forest fire is
creating a landscape that reflects a new medium.
It's
a medium that has expanded options, new interaction points, infinite
perspective and yes even beauty as you've seen a lot of devices that
have been released recently the beauty of the Internet and the beauty of
digital is really coming to four. So what I want to shift to now is one
of the key trends is going on in digital and we call that multi-screen
advertising.
Multi-screen
is a reflection of the fact that there are so many different devices in
consumers lifestyles each of which present marketing opportunities.
We
did a study of 1,200 consumers this past spring around the topic of
multi-screen advertising. 69% of them actually embraced the concept of
multi-screen advertised and really believed that it would give them
better recall of ads and would make content just more useful for them.
Another
really interesting fact from this study is that if you take TV
advertising and combine it with online video advertising it improves
consumer recall by over 53%. But if you look back 9 months ago, online
video you couldn't sell out, you couldn't sell the inventory associative
video.
If
you look today we are sold out across all of our video offerings almost
everywhere in the world because of this simple fact that video works
great when it's seen on both the TV and online and finally and this is
almost just shocking media consumption continues to increase despite the
dramatic amount of media.
We
already consume media consumption is up in the United States, I mean
how is that possible partly it's because people are time shifting their
media consumption you know using things like TiVo and other products,
their place shifting their media consumption because they're taking on
the go and also there's a lot of simultaneous consumption.
This
is a huge trend where people are watching TV with their phone and their
PC all at once which is giving multiples on the way that people consume
media and it's a super important trend for marketers in the audience to
know that's particularly young people rarely watch television without
another screen readily available around them.
So
with this, we've also shown that across this multiple screen there's a
great opportunity for marketers to tell a relevant and connected story.
We
also are going to prove and show to you through an example of how those
connected stories then add value to the marketed by increasing the
impact of the message.
Bettina Sherick
From
a digital perspective one thing we do is that we need okay or go home. I
think Microsoft has an interesting proposition to the consumer because
there's so many ways that they touch them. There's obviously the portal
site with which internationally is very important but then they also
have the Xbox platform and Xbox Live and they have ways for us to reach
that consumer that may not necessarily be watching television and lastly
there's of course the windows media mobile platform which is something
that we experimented with in five countries for this release.
Jon Landau, Avatar Producer
Most
people give their first information about a movie online whether that's
watching a trailer, whether that's reading some news about it and I
think we as an industry have to embrace the online experience and roll
it into all of our different marketing opportunities.
Now
no longer really is it about what the critic’s right. It's what our
people Twitter what do people you know say in their blogs and if you
don't embrace them they're not gonna brace your fill.
Bettina Sherick
One
of the things that this phone has done for us is now we can go to
Microsoft and say, hey have you thought about this so it really is now a
working partnership.
Jon Landau
Think
out of the box, be original, I think if avatar advertisers &
marketers think this way that they will be successful whatever campaigns
they run.
Darren Huston
So
avatar is a really inspiring example of a movie that was digital in
making and completely digital in marketing. We also did some research
after the launch of the avatar movie looking at this concept of
multi-screen consumers and what kind of impact multi-screen marketing
had on them.
These
results were absolutely incredible; I think a lot of us have been
involved in traditional marketing for many years. Now that if you run a
TV ad and support it with bill boards or radio or a newspaper you can
get multiples on your investment.
Well
the same thing happens in the digital space, the research showed that
multi-screen consumers were three times as likely to go see avatar
versus those that have only seen the advertising on one screen and
nearly half of all consumers who saw all three ads went to see avatar in
the theater helping to make it a truly global success. So clearly
multi-screen advertising drives powerful value to brands and marketers.
