Changing the way Australians watch TV

 

In what is surely a sign of things to come for TV networks, Foxtel has launched the Foxtel Go tablet app that allows subscribers to view live and on-demand content on their iPad for free. It has been built on the platform that housed their extremely popular London Games app, which allowed people to view live Games content whilst out and about. After being launched only this month, it is already sitting at No. 5 on the Top 10 app downloads in Australia.

Existing Foxtel subscribers are able to watch 21 channels and catch-up content from LifeStyle Channel, A&E, Sky News, National Geographic Channel, Discovery Channel, Disney, Cartoon Network, Channel [V], Cbeebies and a range of sports channels.

Leading the way in this space, Foxtel and MCN seem to clearly understand the way people are expecting to be consuming content across devices, and that viewing video content on particular is a rapidly growing and extremely enjoyable user experience. in addition to Foxtel Go and the London Games app, they've also got a great Fox Sports app that allows you to watch live as well as catch up content, including snippets of niews and views across all of the major sporting codes.

in the app store, Foxtel claim that "Foxtel Go will change the way Australians watch TV forever." They might just be right.

Find it in the app store here...

https://itunes.apple.com/au/app/foxtel-go/id569457984?mt=8&v0=WWW-APAU-ITUHOME-NEWAPPLICATIONS&ign-mpt=uo%3D2

The challenge: As more content shifts across devices and gives users greater control with on-demand viewing, our challenge will be to get their attention. It’s debatable whether the old disruptive models of ad-breaks within programs will work as users will flock to environments where they don’t have to put up with this. And pre-rolls will only achieve so much. No doubt rich interactive ad units will be developed, but the real challenge and opportunity for marketers is to develop rich content from a brand, that is true to the brand, but is also engaging in its own right and worthy of sitting alongside the existing content. If we could then add a layer of interactivity to that, the opportunities would open up; imagine users watching our content, engaging with it, clicking to find out more, viewing products and information, and even ordering then and there, right in the middle of the program, and then getting on back to the program.

Three social platforms innovating for their audience

 

It’s good to see our social partners leading the way when it comes to the much talked about ‘make, test, learn, re-iterate’ digital model. A quick look at some recent moves by Facebook, Pinterest and Instagram not only highlights the need for ongoing digital evolution but shows that understanding your audience can help guide the direction of innovation.

Facebook Gifts is a new app offering currently being trialled with a small number of users in the US, after Facebook purchased the company Karma who had developed the functionality. With an eye to leveraging the power and scale of the Friends of Fan network it provides users with gift recommendations for friends with upcoming birthdays. The gifts available to date include vouchers as well as physical gifts like cookies, chocolates, T-shirts, sunglasses and umbrellas.

The obvious opportunity is for gift recommendations, sourced from a range of selected suppliers, to be highly personalised based on the users profile and behaviours.  The gift purchase takes place within Facebook making it an easy way to search, find and purchase a gift for a friend – not to mention a simple way to never forget a birthday again!

Facebook are playing it low key at the moment giving the impression it is just one of many new product tests they do from time to time, and there are no plans to take it outside of the US. However a press event, delayed by Hurricane Sandy, will take place this week, with rumour suggesting it will be to announce new partners.

The latest update from Pinterest is a sign that even people engaged and comfortable using social networks still want a certain level of privacy at times. Responding to one of the most frequently requested features by users, Pinterest has introduced Secret Boards, allowing users to create up to 3 private boards that can only be seen by them and anyone else they choose – they won’t show up anywhere else, including in search results or news feeds.

According to Pinterest Software Engineer Evrhet Milam, “We hope that Secret Boards will make Pinterest even more useful. You can use Secret Boards to keep track of holiday gifts, plan a special event, or work on a project you aren't yet ready to share with the rest of the world. You can keep your Secret Boards to yourself or invite family and friends to pin with you."

The final social move comes from the current shooting star of the social world, photo sharing app Instagram. The mobile only app has attracted over 100 million users in two years with people responding to the simplicity of being able to snap photos with their smartphone and share them, having applied some filters to make them look even better.

 

It has now created a web based version, allowing users to view their Instagram profile on laptop and desktops. Users will be able to view and share their images, but won’t be able to upload to the site. In addition, they’ll be able to view higher res versions of the images (6x6 format), improving the already popular viewing experience.

The profiles will be rolling out over the coming weeks and to see yours, or a friends profile go to To see your profile or to explore a friend's profile, go to Instagram.com/[username].

 

The opportunity: All of the examples highlight the need for us to keep innovating by listening to our users' needs. There’s an opportunity for our group to be the gift supplier should Facebook Gifts find its way to Australia. In the meantime, we should explore ways in which we can provide a similar offering, potentially starting with the EDR database and our Facebook members.Every day we here more talk around ‘big data’ and the Pinterest example highlights the need for us to remain focused on our customers’ expectations when it comes to data. Despite having a high take up of social, Australians as a whole are protective when it comes to our data and we expect a strong value exchange from those companies that we provide our data too.Instagram’s introduction of web profiles would appear to be in response to the constantly evolving and growing multi-screen behaviour of audiences. People are shifting from device to device at various times throughout the day, and it’s not always predictable why. Whilst smartphones, tablets, laptops and desktops have their obvious uses, people will often reach out for the device that is most convenient – the device that’s charged, within reach, or not being used by the kids/partner! Media and advertisers need to create content and platforms that can work across all devices, at all times, to meet the audience wherever they are, whenever they are.

 

Interacting with Bond...James Bond

I came across an interesting interactive game as part of the launch of the latest Bond film Skyfall. They have created a driving game in which you have to chase and catch Bond to find out more. The interesting part is that the chase takes place on your computer screen, whilst you use your smartphone as the controller to drive and navigate the chase.

The user experience isn’t perfect and the accuracy of your smartphone as a controller varies. However it is still quite a cool, innovative idea that we will hopefully start to see more of in the future as a tactic to attract short term attention and engagement. You can access the game by clicking the link on the YouTube page below:

http://www.youtube.com/user/sonypicsuk?feature=results_main

 

Have you ever wanted to talk to Google?

Now you can! Google has recently made an update to its iOS app, adding voice recognition to its iPhone and iPad app. Not one to be out-done, the upgrade puts it in direct competition with Apple’s Siri technology, which has had its critics. You simply download the app and then select the mic icon and tell Google what you're looking for. The search results will then appear before your eyes as they do with a typed search query.

Most reviewers are suggesting the Google technology is reliable and accurate, and I’ve found the Google technology provides a pretty cool user experience (slightly better than Siri if I'm honest). It certainly beats banging away with your thumbs trying to punch in a search query!

Voice recognition has long been talked about and it’s good to see the user experience being offered is starting to catch up with expectations. This will become second nature to us all in future and it will be interesting to see how quickly we reach mass uptake, and also if and when this extends into the laptop and desktop environments.

To get started simply download the App from the app store or check out the link below

https://itunes.apple.com/us/app/google-mobile-app/id284815942?mt=8

The Opportunity: As the voice activation user experience becomes seamless and users take it up en masse, it is worth investigating ways in which we could incorporate voice activation into our owned apps and assets (such as searcing for a recipe, products or My Specials in the WW app). It could be a great way to providing an even better user experience.

Driving OOH interaction and engagement, sans digital

 

 

Despite the idea that Out Of Home (OOH) is a passive medium, there has been great leaps forward in recent years in involving the consumer in the medium. Everything from electronic billboards to interactive digital walls, OOH is grabbing the consumer by the bootstraps and bringing them into the world of the product being advertised.

 

A recent example of this is the Jesse Ware "Devotion" billboard in London's Broadway market. The idea behind it is to invite passers-by to help fill in the dots, slowly revealing an image of the singer.

 

This use of interactivity has transformed a passive billboard into an OOH experience, which bodes well for the future of this medium and opens up a plethora of ideas and options for retailers of all walks to think up entertaining and news-worthy ideas to help bring their brand to life.

 

A gallery of more shots can be found at -

http://www.trendhunter.com/trends/jessie-ware-devotion-billboard 

 



Radio Ratings Survey Seven

The latest Nielsen radio survey has shown that the controversy surrounding Sydney station 2GB stalwart Alan Jones has yet to affect ratings, with the station increasing their share of voice (SOV) from 14.2% to 14.5%

The #2 spot went to 702ABC, despite dropping from 11.3% SOV to 10.6% SOV

Despite a slight drop from 9.4% to 9.1%, the #3 spot stayed with 2DAY, building on the popularity of their morning breakfast show with Kyle & Jackie O, who recently took out the Australian Commercial Radio Award for Best Syndicated Australian Program (Metro).

Spot #4 went to Nova 96.9, which catapaulted past WSFM with an increased SOV of 7.5% from 6.7% (which was also the biggest increase)

WSFM rounded out the top 5 with decreased SOV from 7.5% to 7.2%, despite their breakfast duo of Jonesy & Amanda being crwned the Best On-Air Team (FM) at the Australian Commercial Radio Awards.

TV Network Share 31st October

Network share for the last two weeks has been comfortably won by Network 7, who are also leading in YTD rankings. Seven has been consistantly strong throughout the year, only losing out a few weeks here and there to Nine.

Their selection of top rating shows (including Downton Abbey and Revenge) are set to come back for their next season in 2013, and while the current crop of new local shows are a bit hit and miss in the ratings (The Unbelieveable Truth and Brynne: My Bedazzled Life continue to slide), returned local content has proven to be still strong (Airways and Border Security on Sunday night).

	WC 7/10/2012		WC 14/10/2012		YTD
	Total People	GB + CH	Total People	GB + CH	Total People	GB + CH
Network 7	42	40	39	39	38	36
Network 9	33	33	35	35	36	35
Network 10	26	27	26	26	26	28