iMedia Keynote: Why Breakthrough?

by Brian Reich | 28 Mar 2006, 2:00am

Rick Parkhill, CEO of iMedia Communications gave the morning keynote.   Here are my notes:

- Why is this conference called Breakthrough?   These technologies aren’t new, they have already emerged - so calling this an ‘emerging technologies’ conference or ‘new media’ event wouldn’t make sense. But, there are so many breakthroughs happening — technology, consumer acceptance, content companies embracing these new things.  

- What is changing?   78% of marketers (surveyed by ANA/Forrester) said TV advertising has become less effective in the past two years.   Almost 70% of advertisers think DVRs and Video on Demoand (VOD) will reduce or destroy the effectiveness of traditional 30-second commercials. When DVRs spread to 30 million homes, 60% of advertisers say that they will spend less on conventional TV advertising.

Fun with numbers (i.e. predictions):

- TV: TV ad spending will decline 5-10% next year.   If TV advertising represents a $75 billion market this year (according to Robert Coen, Universal McCann) - there will be $7.5 billion from TV going into interactive.

- Games: Over 70% of 18-34 males are gamers.   3/4 of households own a videogame system.   Young men spend more time playing games then watching TV

- Mobile: More mobile phone subscribers in the world than landlines.   200 million subscribers in the US, over 70% penetration.

- Video: VOD, DVR, Digital TV, iPTV, Mobile Video (cell phones, iPods), Online video, outdoor or Place based video - they are all opportunities to serve video.   There is no excuse for not developing and distributing video.

TAGS : Advertising Conferences/Events Event Coverage Marketing Mobile Research Technology