Emerging
trend: Budding
group of tablet owners choose programming based on social media updates.
According to newly released cross-platforms research from Nielsen, 15 percent
of tablet owners have watched a TV program upon reading about it in social
media. Meanwhile, some 13 percent have made an online purchase related to the
program.
Implication: TV and digital platforms’
relationship can be a two-way stream with effective programming that has
digital and social extensions.
Action: Keep a close eye on program-related
buzz levels. Those programs that get traction in social media can draw bigger
audiences through aptly placed social engagements.
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Emerging
trend: On-demand TV services are losing
blood to online TV content.
Implication: As online TV channels extend
programs and movies’ lifetime, studios will swap VOD royalties with newfound
digital ad dollars.
Action:
Create new ad
spaces and build on box-office success--continue the plotline online and feed
fan communities.
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Emerging
trend: Amazon is to
launch an online gallery. The e-retailer has been meeting with large and small
galleries.
Implication: Similar to the way it re-shaped the book market, Amazon is
likely to offer an alternative to galleries’ stronghold in the art market. A
ranking system can give artists new currency to pitch their work.
Action: Seize advertising opportunities on
the new platform to reach arts and entertainment oriented mid- to high-income
segments.
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