Nota: Il video e le slides originali interattivi si vedono da questa pagina del sito 
nota: sappiamo che non è una notizia super- fresca ma dal 28 di Febbraio… ma la vogliamo pubblicare lo stesso, visto che la nostra visione e quella di Bruno Pellegrini, AD- TheBlogTv, corrispondono al 99%! 
TheBlogTv è una media company che Bruno Pellegrini ha fondato nel 2006. È specializzata in user generated production, in concreto realizza programmi e canali tv fortemente partecipativi per brand come Rai, Fox, Sky, Discovery, Comedy Central, Disney, Gxt, DjTv. Inoltre è proprietaria della prima piattaforma di video content crowdsourcing europea, Userfarm.com, dove migliaia di videomaker realizzano video a richiesta di canali tv, brand, agenzie di comunicazione, società di produzione e altro ancora.
Con Pellegrini cerchiamo di capire cosa sta accadendo di nuovo nel segmento delle tv via internet, ovvero smart tv, connected tv, web tv…
«Tutto. Tutto si sta trasformando. Ormai il confine tra web tv e tv sta scomparendo. La convergenza è quasi completa, manca solo il nuovo device nelle case degli italiani, ma l’infrastruttura, l’expertise e il modo stesso di produrre contenuti in maniera innovativa ci sono tutti. La convergenza presto coinvolgerà anche i quotidiani e gli editori. Penso che brand tv, internet tv, Iptv e mobile tv costituiranno diversi accessi di un medium olistico costruito prevalentemente attorno al video e soprattutto al consumatore. Ormai, il coinvolgimento del pubblico deve avvenire in tutte le fasi di creazione del contenuto, dalla definizione del palinsesto alla ideazione, fino alla realizzazione e alla diffusione dei programmi. Il ruolo chiave diventa dunque produrre dei contenuti che siano il più possibile co-creati, condivisi e costruiti con il pubblico di riferimento».
Ma il mercato è in grado di assorbire un offerta che mese dopo mese si sta facendo sempre più copiosa?
«Il mercato dei video ha ancora un grande potenziale: dai dati emerge che i giovani guardano sempre meno la televisione e tendono a guardare sempre più video online e sui device mobili. Addirittura a livello globale si prevede che il tempo dedicato alla fruizione di video continuerà a crescere, ma la televisione rappresenterà solo una frazione di questo tempo, al di sotto del 50% entro il 2015. Ci stiamo spostando verso un ecosistema, che noi chiamiamo videocentrico, dove tutto, ma proprio tutto ruoterà attorno al video: dall’informazione istituzionale alla videoconferenza, dai siti dei giornali e dei brand alle web tv, fino ai classici canali televisivi».
SOURCE: http://dailyonline.virgilio.it
“E-(motional) cambia le regole del gioco: i contenuti multimediali diventano come il web, dove l’utente può andare avanti in approfondimenti quanto gli serve (via hyper links), diversamente dalla carta stampata.”
Chris Anderson ha detto con molto clamore non poco tempo fa che il web è morto, molto si è discusso in Rete con opinioni pro e contro, forse quello che è vero è che il Web sta cambiando, sta cambiando la modalità di fruizione e sta cambiando la modalità di interazione. E se il mezzo cambia, cambia di conseguenza anche il modo di usarlo e gli strumenti, ecco quindi emergere nuovi progetti e nuovi software. In particolare nel mondo dell’advertising i banner sono sempre più oggetti del passato e si fanno avanti nuovi strumenti che promettono una maggiore interazione con l’utente in pieno stile 2.0.
Ne abbiamo parlato con Andrey Golub – CTO di Moda e Tecnologia
LEGGI L’ARTICOLO SU DataManager.it
This is not a super fresh news (of August this year), but we are particularly happy about this prediction, since we work in a new form on online advertising over video, a step ahead over Ad2OneVIRAL: interactive video platform e-(motional).
5th August 2010
Video Advertising set to become the fastest growing online advertising format claims Irish Digital Agency Chief
Dublin Monday 21st June 2010 – Video advertising is set to become the fastest growing online advertising format according to Irish Digital Sales Agency Ad2One Group Ireland and will, they claim show a 78% growth by 2012 when brands will distribute more professional-quality video content online as part of any advertising campaign as opposed to traditional TV Advertising.
One of the largest international third party sales agencies in the world Ad2One Group Ireland claims that TV advertising will suffer as more companies investing in online videos ads as an alternative advertising medium. Online video advertising will drive greater traffic and marketers can, they say, expect a trade-off for the continued high CPM costs of video ad placements.
According to Roddy Walshe of Ad2One Group Ireland “TV Advertising in Ireland will suffer, maybe not immediately, but certainly over the next three years as online video advertising is set to surge. The equivalent of TV advertising online video marketing is attractive because it’s much cheaper and accurately targets key audiences without any wastage. It offers far superior targeting and offers tangible results, delivered through analytic tracking.
His comments dovetail with the launch of Ad2OneVIRAL, is a new online advertising product which integrates video advertising on the most popular international websites visited by Irish people. The Ad2One VIRAL product offers media buyers and marketing professionals a fully designed campaign for maximum engagement as all campaigns deploy a highly effective blog outreach as standard.
Ad2One Group Ireland claim that with their VIRAL product they are one of the only agencies in Ireland with the ability to accurately target online viewers with ads based on demographic information. YouTube is utilized as an integral part of the Ad2One Group Viral Service where viewers watch over 100 videos daily every month in a rapidly escalating advertising medium which has seen a tenfold jump in the number of advertisers during 2009 alone.
He continued “the big challenge for marketers using online video advertising where it is tempting to use videos disguised as entertainment is to weave the commercial message into editorial content for greater impact. The onus will be therefore to focus on creative content that entices the online visitor and engages with them effectivel
SOURCE: AD2ONE
via thenextweb.com.
. Thank you TheNextWeb!As the fight to stand out and remain relevant above the noise online gets harder, the information that frames a product sold has become an important element for both the buyer and the e-tailer. The content that goes with a product has gained significant gravity in the equation that defines the sales of a product, from user generated content such as reviews and comments about a product, to product description and manuals. The growth of social media and the increasing influence of word-of-mouth marketing have dictated the importance of adding content on e-commerce sites that would urge the customers to share info about new products on their social networks. This content has become an integral part of the customer’s experience and can make or break a sale.
A picture is worth 1,000 words: Images are a very important part of any e-commerce site. The five senses play a major part in our buying decisions but e-tailers can only use just two to make their products more appealing: vision and hearing. Apart from providing a rich high quality photo gallery to show every aspect and detail of their products, many e-tailers prefer to add to a written product info and a video description of the product like Zappos. Zappos videos feature next-door people who introduce themselves in the beginning the video instead of professional models with voice over, to create a more relatable feel. Then there’s Asos, who prefers to feature catwalk videos of its clothes. Further away from the old-school telemarketing are the videos featured on Youtique by French connection, a YouTube store, where instead of “dry” infomercials, they present the clothes while giving away styling tips for different occasions or with humorous how-tos like: How to eat spaghetti – in a gorgeous dress and bolero. Video is a great communication tool for your e-shop, as it allows a deeper experience with the products, but you need to figure out the style that appeals to your audience. Remember to upload it in a form that’s easy to share on social networks, for instance on Zappos and Asos, although the product page is easy to share, the video itself is not, unlike the case of Youtique.
Copywriting: Especially when it comes to fashion, the line between an editorial and an e-shop has completely blurred with e-commerce sites like Net-A-Porter running their own magazines and on then editorial sites like Refinery29 launching e-commerce sections. A great example of practical information presented in a “shareable” way is J’aime mon carre by Hermès, which shows different ways one can wear a Hermès scarf. Unfortunately this mini site is disconnected from the Hermès boutique so one can only look at the scarf and see the design’s ID but not shop it directly. Even simple short texts like the ones that describe Groupon deals play their part into attracting the consumer and spice up the experience. Groupon counts many writers among its staff (as of September 2010, 70) and has an entire style guide to help its writers find the right words to describe the deals. Keep in mind that while you want your text to be engaging, you need to convey the product info in a clear way so that the consumer will get the necessary info with the first scan of the text.
In-store: More and more customers look up product info online while shopping in-store, either by manually searching on the Internet or by scanning products’ bar and QR codes. BestBuy has included 2D bar codes in store to enhance the off line shopping experience. The customer can scan the codes with the BestBuy app and discover product info, offers and rewards. Many food and beverages companies enable the consumers to find out information about their products’ origins online by entering the product ID in a web app. Coca-Cola UK has launched a Web app that allows consumers to trace the environmental impact of their can or bottle of Coke. Other examples are Dole Organic which gives the consumers a tour of the farm their fruit came from once they enter the fruit’s sticker number online; Askinosie chocolate provides the customers their chocolate’s background once they enter their ‘Choc-O-Lot’ number, and more. People will look up products before they shop anyway so you might as well embrace this part of the shopping experience and curate the information needed in an easy to access and navigable way. Openness and honesty are the basis of any good dating profile and product description, so make sure you get back a: Like!
Social Media Content: The reviews of friends and family spread across different social media platforms are worth equally if not more as the information you put up on your e-commerce site. No way to ignore them anymore, so try to find a way to add information from the customer’s online network as a social layer on your e-shop. Levi’s has managed this with the Friend’s store showing what your Facebook friends liked through Facebook connect, same thing Amazon has done with Facebook connect (beta), providing gift recommendation for friends and birthday reminders as well as Amazon products recommendations based on your personal profile. Marissa Mayer in her recent LeWeb interview talked about social and real-time search and that taking into account parameters like the user’s location and tastes, comes up with curated results according to his context. For instance she said: “If you’re sitting in a restaurant, can we pull up the menu? And can we pull up a menu that isn’t the menu that the waiter would have just handed you, but a social menu – where you can see what other people have ordered, what other people like, how’s it’s been marked up.” How will e-tailers handle contextual user-generated content and integrate it in their online presence?
In a competitive market place shifting fast to catch up with the latest technology innovations, the question raised is how to enrich and handle your product information in order to stay relevant throughout all the various communication channels. What do you think the future of product information looks like?
3D Andrey Golub Armosia Augmented Reality banner 2.0 banner interattivo Cannes Chanel cinema Corti di Moda CTO Dior e-commerce e-motional facebook fashion Fashion 2.0 Ferragamo flickr IBM interactive video Internet intervista iPhone Louis Vuitton luxury Marina Garzoni Maschi contro Femmine Microsoft mobile moda moda e tecnologia MSN product placement retail social media social network social shopping Style Star Style Star Lounge twitter video 2.0 video interattivo web 2.0 youtube
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