ZenithOptimedia

This little vid called ;What Does It Mean To Be Young In China?'http://bit.ly/e4DLbmbrings this to life like a NIKE TV spot.

Makes we really wonder about my preconceived notion of when mobile traffic and attention is highest.  Clearly this chart suggests evening is the peak - but is this for searches or is it all device access / use.  

Other data i have seen suggests that use of apps and gaming peaks in the key commuter window 7-9AM - so perhaps people are getting on with casual gaming, email and the like in their morning, before moving into a browsing and searching mindset later in their days.?

It's also worth noting that recent conversations with media owners about online video show that there are some clear evening peaks in particular for video streams - much more like the typical peak viewing windows - which goes against a typical myth the video viewing occurred largely during the day.

Either way the pattern will need to be investigated by target market to really make it a useful media insight that we can apply to campaign development and consumer engagement.  

Suffice to say the data however is definitely interesting in the sense that what we know about desktop online access seems not to hold true across mobile - so a one size fits all approach to day parting for example needs a re-think.

Interested to hear other views on this?

Enjoy

Click here to download:

TWTC BODY MODIFICATION AND INDIVIDUALISM.pdf (1.38 MB)

(download)

Click here to download:

TWTC BODY MODIFICATION AND INDIVIDUALISM.pdf (1.38 MB)

Thanks to Aaron at BMF for sharing this one on Transmedia story-telling - Its a case study that idealises how the 3 little pigs fable might play out in as a full transmedia experience.  
http://athinklab.com/transmedia-storytelling/case-study-example-the-three-little-pigs/

Whilst this is highly conceptual and creatively focussed you can see what's critical in this approach is a highly cohesive view of the narrative and how it can be delivered via a media channel strategy. 

What's not discussed in much i read on this topic is the touchpoint experience.  At the core of getting this right needs to be consumer insight, not only into tapping into curiosity to build on the story, but also getting where they already spend time and are actively seeking out this kind of information - its important to think about this, because whilst it might make sense for the story, we cannot assume the story will be that powerful as to change behaviour. 

Personally I have been a little obsessed with the whole always on proposition myself of late and its certainly a topic that has been raised by smarter folk than me.  The crux of the concern, and one that is impacting consumer behaviour is that people are struggling more and more with defining the space between work and home - this new blurry definition leading them to re-evaluate the time they spend with all media in order to extract quality from the noise.

Click here to download:

TWTC THE INTERNET AND NATURAL DISASTERS.pdf (1001 KB)

(download)

Click here to download:

TWTC THE INTERNET AND NATURAL DISASTERS.pdf (1001 KB)

I have to say i also completely agree with her point of view on the Smart Water execution - its horrid and wreaks of exploitation. I was surprised to see folk coming to its defence in Mumbrella comments - although it mush be said that people who like this mainly did say they liked because Jenn Aniston is hot.

Enjoy

Click here to download:

TWTC WHAT JAPAN CAN TEACH US.pdf (1.71 MB)

(download)

Click here to download:

TWTC WHAT JAPAN CAN TEACH US.pdf (1.71 MB)

This report from JWT tracks the development of Transmedia, taps into experts opinions, identifies some the key drivers behind this trend and provides some case studies and examples of some new work. Its a great review of the topic.

Of course the thought behind Transmedia is that storytellers are recognising that the medium is the message, and that this can in turn shape the telling of a story across mediums and that this migration can ultimately redefine the user experience creating deeper engagement.  Cool concept and one that's kind of hard to wrap our straight ahead cognitive processes around. Gamers are apparently far better equipped for these non linear experiences than most as they are often surprised and have to deal with lateral decision making during game play.

Given my focus day to day on consumer, I like to think of it less in terms of the medium and more, the moment; I think the missing piece not discussed is the myriad of contexts that todays consumer find themselves in accompanied by media - and this is really quite exciting. In fact i believe these are exactly the types of insight that creatives need to consider when trying to work up communication experiences of this type.

For example consider these different touch point scenarios where a user could be reached and some possible insights that could be leveraged by a story teller:
- Watching TV I'm at home and it's probably evening - the setting is comfortable and intimate
- Seeing a Film i'm likely to be out, and in the company of many strangers, again likely to be a weekend or evening - i also have to get home afterward
- Consuming Content on a mobile device I could be anywhere, but technically its possible to identify and subsequently weave my physical location into an experience
- Accessing PC - I'm probably doing something like watching youtube, searching or checking facebook, and I'm likely in a mood to share
- Commuting - I'm bored or easily distracted, seeking escapism and you have 20-50 mins of my time
- Physical retail experience - I'm actively shopping for something, I'm engaged with brands and looking for edification for my decisions

This is a very simplistic example and would need to be tailored to a target audience but my point is that unlocking the potential lies in understanding the dimensions of consumer experience. And this can lead to some really interesting ways a story might change and adapt across mediums, but also contexts.

Clearly its early days here

Click here to download:

Transmedia.pdf (3.83 MB)

(download)

Click here to download:

Transmedia.pdf (3.83 MB)

Some good links provided via Darren Jacobs out of our Sydney Performics team.

The first article relates to the Financial Times and a snippet that 40% of their users are now accessing from mobile devices.

http://blog.searchenginewatch.com/110307-171925

Second article is on how Bing integrated with Angry Birds to increase search volumes and also to entice its HUGE following to use Bing.

http://blog.searchenginewatch.com/110307-133701

What's interesting when looking a these articles is that both are fine examples of brands engaging with audiences in a relatively new channel - mobile. Where they differ however is in the make up of the audiences being targeted, essentially they are almost at opposite ends of the demographic spectrum one is a business audience the other is very much a consumer play.  That is not to say there aren't plenty of business guys playing angry birds - I expect there are, it's great for plane trips, but I guess it proves in a way that mobile is becoming a ubiquitous communications touchpoint and viable marketing channel no matter who you are looking to talk to.

For us the salient point here is if you have not yet acknowledged mobile as a key channel for your brand comms - you have better get cracking on that project quick smart.