New (ways of using) Media

iDTV : opportunities, consumer behavior and business models

Thursday, March 4th, 2010 | cleverwood Friday Afternoon Session | No Comments

In the current context of traditional mass marketing reduction and intense media fragmentation, the debate at Cleverwood Friday Session on Friday 26 of February turned out to be a interesting exercise to discuss challenges that Television industry is facing and the rise of Interactive Deigital Television in Belgium.

The session was animated by Saky Kourtidis, Trainee Business Consultant at Cleverwood and student in Business Engineering at ICHEC.

Saky Kourtidis (click for more pictures)

During the presentation we all had an interesting discussion about the impact that interactivity could have in future marketing practices.

New models will appear in this new era for Television. During many years, consumers were forced to waste their time watching linear advertisements that were imposed to them. With the new IDTV it remains to be seen if they will accept to play the game of interactivity with advertisers. Industry actors, their role in this new television landscape was also a source of passionate debate.

Saky Kourtidis explained his thesis work and exposed his vision on how advertisement budget will evolve in this new scenario. Despite the sometimes, and typical, disruptive atmosphere, he managed to answer rather complex questions asked by experienced consultants. “It was an amazing experience but also an exercise sensibly different from a presentation in front of my ICHEC class because I was in front of expert consultant that have been researching innovative solutions, pursuing knowledge in their core competences and looking for interactivity Saki said after the presentation.

video by Manuel Pueyo : www.oole.eu

You missed the session? watch it below:

Tags: Belgacom, friday session, ICHEC, idtv, Interactive digital television, interactivity TV, new media, saky kourtidis, telenet, Television, TV, voo

Is Digital Signage a natural evolution of Outdoor Communication or a new media?

Monday, January 18th, 2010 | cleverwood Friday Afternoon Session | 1 Comment

We started this New Year with a very interesting  Friday Session about Digital Signage.

There are more and more digital screens everywhere, in the streets, in restaurants, in cafe’s, in fitness, in cinema’s, in malls. Is it a natural evolution of Outdoor Communication or is it a new media?

Bertrand Prignon came to explain his point of view, his definition of what’s the Digital Signage, how it will affect our lives in the future and the world of advertising.

Regarding the outdoor advertising, Digital Signage gives for the first time the opportunity to enrich this kind of advertising with content.

During the session, we had an interesting discussion about companies who have been the first to use the Digital Signage and their Business Model (success and failures).

The challenge of the Digital Out of Home is the necessity to integrate
participative engagement with added value (relevant content, location based service, time based information and revelant advertising).

According to Bertrand, the equation to be resolved is to:

• find the good places
• choose an efficient CMS (Content Management Service),
• balance the right combination between info and service
• and combine it with the right advertising.

Although the current take-up of Digital Signage in Belgium is still at its beginning, everyone was clearly convinced that, as soon as a good business model will be found, it will take off rapidly.

Want to be the next one to be the speaker at a Cleverwood friday session? Let us know.

If you missed the session, you will find below the entire presentation. You can also see it on SlideShare. For the pics,  it’s on Facebook and Flick’r.

Tags: bertrand prignon, Digital Out of Home, digital signage, dooh, friday session, new media, outdoor communication

Last Friday Session of the Year + X-mas drink!

Monday, December 28th, 2009 | cleverwood Friday Afternoon Session | No Comments

Last Friday, despite the snow and a difficult access to the office, Jurgen Noel came to speak about his job and particularly about how to make a good campaign younger generations and Digital Natives.  He showed us the various steps and his tips to reach the young generation on the web and social media. He illustrated this with his recent experiences in the banking sector at ING on social media such as Netlog or Facebook. I personally will remember that we should not try to speak like them because we aren’t like them! The tone of voice that will be chosen in a media campaign targeting teenagers is really important.

After the session, we opened the FAMOUS magnum of Champagne (thank you Marie!), a few other bottles, and some newTree chocolate (thank you Jérôme!) to thank everyone for the great collaboration in 2009 and wish the consultants an excellent holiday period. We posted a few pictures on flickR and Facebook.

Tags: advertising, digital native, facebook, generation Y, jurgen noel, netlog, new ways of, social media

User + Content = Media

Tuesday, November 24th, 2009 | cleverwood Friday Afternoon Session | No Comments

Last Friday, Muriel Vandermeulen was our guest for the Friday Afternoon Session : User + Content = Media.

When Web 1.0 was per definition a support, Web 2.0 became a media. The way information is produced, used relayed has changed and user now play an important role in this information chain. Content is no longer institutional but rather organic (social bookmarking, collective intelligence, folksonomy, crowdsourcing…).

During this session, Muriel explained us how users took the lead on the content, and even sometimes become the media as she demonstrated in some examples.

The session was very interactive and we all played around this equation. Muriel showed us very interesting examples where the user is the content (User = Content), the user is the media (User = Media), or even where the user content is the media (User Content = Media). The limit between those elements becomes sometimes blurry especially when the user do not really create content or information, but rather in many case relay existing information. If you browse through the slides, you will find interesting examples.

Tags: collective intelligence, content, crowdsourcing, folksonomy, media, social bookmarking, social media, ugc, user