Neilson just released the Three Screen Report, a quarterly review of how viewers consume TV, internet and mobile web platforms. Overall, media consumption is on the rise. No surprise here. Also, web users are watching more video online, a 45.5% increase”“not really a surprise either. What’s interesting about this report is that more people are watching TV whilst surfing the web”“another clue that the convergence of web and TV is something that people want. According to the report, “57% of consumers with internet access at home watch TV and go online simultaneously at least one time each month.” I’ve been practicing this method for quite some time. Sometimes I even access the web through my Wii on my flat screen and download YouTube videos so I can watch them in the living room. I take this convergence one step further when I am in my office by streaming KCRW’s Chocolate City music while I watch TV, surf the web and write my blog entries. What was once considered the working regiment of an Attention Seficit Disorder sufferer is becoming the norm as the appetite for media grows. Another interesting bit of information coming from this report is that more people are watching video on their mobile phones; a 70% increase over last year. That’s huge! No wonder telecom providers like AT&T are having a hard time keeping up with the bandwidth of it’s users like this NY Times article suggests. Nothing guzzles up the data like downloading a video from a smartphone. So the next time I download a video on my iPhone while streaming Chocolate City, watching TV, surfing the web and writing my blog, I won’t feel like I’m all alone.
It’s late Sunday night at the time of this writing and I just came across a press release announcing The Future of Influence Summit by futurist and entrepreneur Ross Dawson.Â If I set my alarm clock for sunrise, I can probably get to the airport in time to grab a flight up to San Francisco for the event, which sounds like an interesting one. According to the press release a new trend of “influencers” comprised of self-made influentials like bloggers, social media gurus and individuals are taking the power away from more traditional influencers like advertising agencies, newspapers and corporations. The shift away from “group influencers” to “individual influencers” is really giving advertising and marketing agencies heartburn as they scramble to figure out how to understand this new trend. In the pre-Internets era, people got their information about brands from traditional advertising like print, outdoor billboards and television commercials. The more a television commercial or print ad ran in the days of old, the more likely a person was to buy the product or service from that brand. Fast-forward to the Internets of the present. The media landscape has been fragmented into a million digital outlets, which is causing traditional advertising to lose its heavy-weight status. Media planners at advertising agencies now have to look at social media, PPC, banner, online video, rich media, email marketing, viral marketing, SEO, Facebook, Youtube, Twitter, and on and on and on. Couple that with the fact that now anyone with an authentic voice can build up a community of “fans” and influence if you buy a product or service and you’ve got some huge learnins to do if you’re a media planner in a traditional ad agency. Many times these “influencers” get huge audiencesÂ because they carry with them the reputation of being an authentic, reliable voice. Take a recent blog entry where I wrote about Dave Carrol an irate United Airlines passenger who allegedly had his precious guitar broken by the airline. Instead of relying on customer service or filing a complaint with United,Â Mr. Carrol took matters into his own hands by expressing himself in his own way; he wrote a song about the experience and released it on YouTube. The result was over 5 million viewers of his music video. Advertising agencies are still salivating trying to dissect and replicate the success. The point is that one individual can have a huge impact on a brand if the voice is deemed authentic. Long gone are the days that we take a corporations word for it when they tell us how great their products or services are. The individual is now the centerpiece of the show and advertisers better take notice. For more information on the program for Monday, check out The Future of Influence Summit Agenda