by Geoff Poister ~ April 26, 2006
Tuesday morning's Super Session, "Earthquake Insurance - Are You Ready for the Tectonic Shift in New Media?" examined the impact of new delivery systems, from the side of those who develop content, to advertisers and consumers.
The keynote was delivered by Jim Guerard, vice president of Web and video for Adobe Systems, who explained how new media outlets and technologies have changed the world of communication.
The Web, for example, has become a boon to advertisers who now create multi-tiered campaigns which inevitably have a video component. Digital film production enables faster cycles and lower costs.
"For broadcasters, new programming models deliver repurposed and new content to the Web and mobile devices, all of which provide new growth opportunities," Guerard said.
He backed up his assertion with comprehensive data. For example, Web sites with static content have 80 percent less click-through than those with motion images. Online advertising has increased 41 percent in 2005; and, in 2006, online advertising will surpass print and Yellow Pages.
Of course, the mobile media delivery industry is growing rapidly, backed up by the fact that 370 million camera phones were sold worldwide in 2005.
Guerard was joined by two panelists: Jim Cook, senior vice president of creative services at Clear Channel, and Tim O'Hare, senior Flash developer for Scripps Networks.
The session moderator, Cynthia Wisehart, editorial director for Millimeter magazine, posed the key question, "What does the tectonic shift of new media mean?"
Cook framed his answer in a context that goes far beyond technology.
"Culturally, our society has changed in fundamental ways because of the Web and other factors," Cook said.
Cook went on to explain that 40 years ago, when people watched three channels on television, we all had a shared experience. The advent of cable channels and the Internet sliced our society into many smaller fragments.
"A common experience is harder to find, but it is still what people crave," Cook said. "Now people form tribes based on common interest. As society breaks apart and reforms, it creates new opportunities. If you're an artist or entertainer, you can find an audience that understands your art. We have groups of like-minded people."
As Wisehart summarized the point, "We have to rethink our engagement with the demographic."
The remainder of the session probed the process of creating dynamic, interactive content for a new generation that is fragmented and more interested in interacting with media and controlling their use of it.
Much of the discussion focused on new advertising models that integrate advertising messages into programs, or create an entire experience around an advertising message. The goal is to make advertising part of the enjoyed experience instead of one that intrudes upon it.
There are new challenges for the creation of new media as well. O'Hare of Scripps Networks pointed out that it is important for the creative team to work with the technology staff right from the start. When launching a new idea for Flash development, he brings people from all parts of the production process together in a "kick-off" session so that creative ideas do not clash with the technology that must implement them.
The "tectonic shift" in new media, the panel concluded, will require content developers to understand the lifestyles of the new consumers, integrate advertising in non-obtrusive ways, and learn to develop content in teams where the creative side communicates well with the technical side.
© 2006 NAB