Three-Screen Preparations Must Start Now
Engineering staffs must keep their eyes on a variety of things that are outside their immediate realms and day-to-day concerns. These trends and events, though they seem far removed from keeping the system running smoothly, will control the contours and para...
Engineering staffs must keep their eyes on a variety of things that are outside their immediate realms and day-to-day concerns. These trends and events, though they seem far removed from keeping the system running smoothly, will control the contours and parameters of their jobs. And they will do so sooner rather than later.
Advertising in the three-screen environment is one such issue that will quickly emerge as vital. At the end of the day, bottom line revenues, not the elegance of the technology or the coolness factor, will determine how successful operators are in the three-screen world.
There recently have been a couple of interesting pieces of news on the three-screen advertising front.
- The Coalition for Innovative Media Measurement is working with Arbitron and comScore to measure programming usage and advertising across the three-screen environment.
- An eMarketer study, The Video Viewing Audience: Trends for Marketers from eMarketer, predicts that online video advertising will almost triple between this year and 2015. To some extent, a large percentage gain is not a surprise, since the category is new. But the dollar figure represented by the rise -- $1.97 billion to $5.71 billion -- is startling for precisely the same reason: Almost $6 billion is a lot of money for something that, even in 2015, will still be new.
Clearly, this is a serious business. The CIMM initiative shows that interest is building in creating reliable measures; the eMarketer study suggests the size of the potential business that CIMM and others will track.
The bottom line is that things are getting serious. The cable industry is beautifully positioned to grab a big hunk of the revenue. But only if they go for it. Technical planners must dive into the hard work of mapping strategies, speaking with vendors, consultants and others to create a strategy for a three-screen environment. This architecture must bring the bits and bytes for TV sets, PCs and mobile devices -- and do so in a way that supports national and local advertising initiatives, including distribution, insertion and measurement.
It won’t be easy -- but making billions of dollars rarely is.
Carl Weinschenk is a reporter at BTR. Reach him at firstname.lastname@example.org.