IAB Video Advertising Community
Online TV, long and short form video, IPTV
New on-demand set-top boxes arriving for TVs
Downloaded or streamed video content has actually been available on TVs for quite some time thanks to games consoles like Nintendo Wii and XBox 360, devices like Apple TV and BT Vision and even hooking up a Mac Mini or computer. However, none of these are currently as simple as they could be for mainstream adoption, so on demand in the living room has remained niche (the one exception being Sky Box Office). In step a number of new devices being shown in Las Vegas right now.
Devices either available in the US now or launching soon include Roku, Boxee and PopBox. All of these allow people in the US to stream or download movies and programmes using services like NetFlix (available only in the US) plus in some instances, access to online content like Facebook, Twitter and YouTube. Importantly, most can do this in HD.
This is an obvious step and the UK will follow suit very quickly, making streamed on demand services one of the major technological developments of 2010. For advertisers, this introduces a number of new considerations, for instance, people can now choose to watch programmes on a number of different devices from their TVs to laptops to iPhones when they want. If people watch programmes on all of these, you'll need to understand how your adverts work differently across all of them.
Of course, for TV it won't make a huge difference to the creative, but it will to targeting and measureability. Personally I don't think many marketers fully appreciate what mainstream on demand TV will mean.
Get ready living rooms!
For more on PopBox and other devices see the following articles:
Devices either available in the US now or launching soon include Roku, Boxee and PopBox. All of these allow people in the US to stream or download movies and programmes using services like NetFlix (available only in the US) plus in some instances, access to online content like Facebook, Twitter and YouTube. Importantly, most can do this in HD.
This is an obvious step and the UK will follow suit very quickly, making streamed on demand services one of the major technological developments of 2010. For advertisers, this introduces a number of new considerations, for instance, people can now choose to watch programmes on a number of different devices from their TVs to laptops to iPhones when they want. If people watch programmes on all of these, you'll need to understand how your adverts work differently across all of them.
Of course, for TV it won't make a huge difference to the creative, but it will to targeting and measureability. Personally I don't think many marketers fully appreciate what mainstream on demand TV will mean.
Get ready living rooms!
For more on PopBox and other devices see the following articles:
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Comment by Mike Nicholson on January 5, 2010 at 10:47am -
Sounds like a good product, but I'd be highly suprised if this offered any sort of reach for a good few years yet.
It generally takes people a fair bit of time to learn about, consider, and eventually purchase things like this but of course there will be some early adopters that will buy it as soon as it's in the shops.
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