CES Update: Wednesday January 11, 2012
Videology works with Samsung to debut the first-ever 3D video advertisement
By Brett Tabano, Director, Sales Strategy
Recently, as part of our efforts to push the boundaries of development within video advertising, Videology worked with Samsung for a CES debut of the first-ever 3D video advertisement. The Audi ad is part of Samsung’s 3D connected television demo at the show. The attached photo taken at the Samsung booth gives a glimpse of the ad which gives the viewer the experience of the day-in-the-life of an Audi driver.
3D television is a major topic of discussion thus far at 2012 CES. We expect that we will be seeing more advances like this one in the future with 3D television as it becomes more affordable, accessible, and convenient to watch for consumers
We’re very excited to play a role in this latest advancement within the connected television universe. More to come soon.
CES Update: Thursday January 12, 2012
By Brett Tabano, Director, Sales Strategy
Two themes that stand out so far at CES: Everything 3-D and Motion Control
If I had to pick two themes that stand out for me from this year’s CES, it’s everything 3-D and motion control —including virtual reality— technology.
By far, the coolest booth at the show was LG’s huge 3-D display wall. Through a series of connected TV’s, viewers were awed by a near 50-foot wall (although it felt like the size of a football field) of 3-D reality-rivaling video. LG also showcased a ridiculously thin flat-screen and the world’s largest 3-D television with built in “Magic Gesture” capabilities.
Several other manufacturers also featured televisions using motion and voice-recognition controls similar to the Kinect system for Microsoft’s Xbox 360 video game console. Samsung featured its “Smart Interaction” tech at CES, which uses two unidirectional mics and an integrated webcam for motion and voice control – think Siri for your TV. Users can turn the TV on or off, change the volume, activate all their apps and even search the web. What’s most impressive is that the TV can identify the individual user with face recognition via the integrated webcam.
One advantage of the motion detection technology—you may never have to search for the remote again. But one of the cooler applications didn’t involve a television at all. Both Audi and Mercedes demonstrated experimental displays that allow drivers to pull up information such as GPS information, emails, or even entertainment videos (for the passenger-side only) on the windshield, as well as to use hand gestures to pull up information via a virtual overlay that blends with actual scenery, such as restaurants, hotels, or other cars.
This is all exciting news for consumers, but it also has applications for advertisers in the not too far off future. As 3-D programming increases, so too will 3-D commercials. I see this following similar evolution to the HD evolution. At first, advertisers were reluctant to make the additional investment in HD. But, over time, as the difference in quality became blatant to viewers, they were forced follow suit. And it didn’t take that long to get on board. Now, it’s hard for anyone even remember a non-HD world, or a television that isn’t flat. It seems likely that as soon as the technology works out its final kinks, 3-D will take a similar path.
Even more intriguing are the possibilities that motion detection technology bring to television advertisers. There is a lot of talk about addressable television, but the question remains “how targeted will it be—what if there is more than 1 person in the room watching?” What if a motion sensor could detect when and who is watching? Is dad in the room? Send him a car commercial. Is the whole family together? How about an ad for the new Disney film? This will truly make addressability a reality and bring a new level of targeting to the living room.
Will this happen overnight? No. There are hurdles to overcome to be sure, from affordability to privacy concerns. However, if the past is any indication, great technology finds a way.
CES Update: Friday January 13, 2012
By Brett Tabano, Director, Sales Strategy
Following yesterday’s CES update, I saw another really unique product from a surprising source—Haier. I often associate them with washers, dryers, and air conditioners, but this time Haier was showcasing their new invisible TV (they technically term “transparent”). You couldn’t stop yourself from walking up to the screen and waving your hand behind it only to be amazed that you could see your hand through the screen.
While Haier envisions it to be used in stores as front displays, it would certainly be easy to see these make their way into living rooms as an attractive wall-mounted TV.
CES was all about revolutionizing the existing, in that companies showcased products and ideas we’ve seen before…just so much better. For example, in past shows we saw cordless charging of devices that required a mat and weren’t truly cordless. Now…you can charge from your jeans pocket.
I can take my iPhone, fit it into the back of a guitar and create my own symphony---no wire to connect the iPhone to the guitar is necessary. I even saw a booth that showcased a real guitar that had its face replaced by an iPad. In the “Guitar Apprentice” for iPad demo, you can learn to play on your iPad which fits into a real guitar. All connected and powered without a single wire—the true sense of the word wireless.
CES 2012 showed the elegant simplicity with which these products have evolved in both form and function from thought to reality.
Think BR: The Truth about Vegas
brandrepublic.com
18 January 2012
Rhys McLachlan
Connected TVs ruled the roost at CES but the real development was the rise of the connected device, writes Rhys McLachlan, business development director at Videology.
One device dominated the Consumer Electronics Show in Las Vegas last week: the connected TV.
There was oodles of media coverage about some very shiny TVs - thinner than ever, better 3D than you’ve ever had in your living room - and the battle between Apple and Google for control of this coming battleground.
This was the fourth year I have trekked out to Las Vegas to see the latest devices the consumer electronics industry wants us to buy and I’ve never seen such a focus on a single category.
Unfortunately much of the coverage missed the point. While the connected TVs on show were definitely covetable, what was truly impressive about them was the extent to which they were enabled to provide an entirely internet-powered entertainment experience.
Like every other device at the show they demonstrated the impact of being constantly surrounded by connected devices - in Las Vegas this extended to mocked up kitchen sets featuring web connected ovens & fridges.
Internet enabling was also taken further than ever before in the automotive sector.
Both Audi and Mercedes demonstrated experimental displays that allow drivers to pull up information such as GPS information, emails, or even entertainment videos - for the passenger-side only - on the windshield, as well as using hand gestures to pull up information via an augmented overlay that blends with actual scenery, such as restaurants, hotels, or other cars.
The implications for advertisers go well beyond sales of beautiful connected TVs on which to air their ads.
The key change for advertisers is not just how amazing these new launches are and how smart they will look in our cars and living rooms, but the massive increase in connected devices and our ability to discover more about their users.
Consumers have become happy to pick up or switch on whichever connected device works best or is most convenient, and in the future this will extend beyond mobile, tablet, TV and laptop to encompass in-car systems and fridges.
Each of these devices is an IP gateway that can be used for targeted messages and tells us something about consumers. In this connected ecology, brands will need to have a multi-device strategy.
They can’t do just mobile or just online, they will need to understand how their consumers flip between devices and platforms, what additional devices they use while watching video content on a connected TV and how many messages they have already seen.
A vast increase in connectivity - and the exhibitors in Las Vegas are telling us that this is the just the start - is generating huge swathes of data that with the right analytics allow you to deliver a brilliantly compelling, and personally relevant, advertising narrative.
The big news from CES is not that the latest generation of connected TVs look amazing and have fantastic gesture controls but that consumers will be offered and are already buying devices that will create a raft of new points of brand contact.
Not all this technology will be in our living rooms next year. There are hurdles to overcome, from affordability to privacy concerns.
Ultimately however, the multi-device future was on display in Las Vegas and brands will need to rethink what constitutes a media channel and therefore how they retain relevancy in this multi-connected market.
Las Vegas - Coming Soon to your Living Room
MandMGlobal
Ryan Jamboretz, chief executive EMEA, Videology
16 January 2012
The marketing tells us that: “What happens in Vegas, stays in Vegas”. But in the case of the CES, that’s simply not true.
The world’s largest consumer electronics brands want to ensure that what they launched in Vegas, hits every store, every blog and every home as soon as possible.
Last week was a chance to see what tech heavy-hitters such as Samsung, LG and Microsoft think the near future will look like. And by and large they think that the way we interact with our electrical goods will no longer be via remote control but by gesture and voice and that our entertainment will be increasing 3D.
A 3D perspective
By far, the coolest booth at the show was LG’s huge 3-D display wall – visitors were awed by a near 50-foot wall of 3D video. LG also showcased a ridiculously thin flat-screen and the world’s largest 3D television with built-in “Magic Gesture” capabilities.
The efforts by LG and fellow South Korean giant Samsung to attract attention were extremely impressive. Both are clearly pushing for premium brand status and LG’s 3D wall battled with the incredible razor thin TVs launched by Samsung for attention.
Videology also worked closely with Samsung to deliver a CES debut for the first-ever 3D video advertisement. Launching an Audi commercial on the latest Samsung screens ran as part of a demonstration of 3D-connected television.
3D television was a major topic of discussion at 2012 CES, so expect to see more advances as it becomes more affordable, accessible, and convenient to watch for consumers. Other manufacturers also featured televisions using motion and voice-recognition controls similar to the Kinect system for Microsoft’s Xbox 360 video game console.
Speak up with voice control
Samsung offered ‘Smart Interaction’, which uses two unidirectional mics and an integrated webcam for motion and voice control – think Siri for your TV. Users can turn the TV on or off, change the volume, activate all their apps and even search the web.
Such motion controls, however, weren’t simply applied to our TVs and consoles but also our cars. Both Audi and Mercedes demonstrated experimental displays that allow drivers to pull up information such as GPS information, emails, or even entertainment videos (for the passenger-side only) on the windshield, as well as to use hand gestures to pull up information via a virtual overlay that blends with actual scenery, such as restaurants, hotels, or other cars.
But the key change for advertisers is not just how amazing these new launches are and how smart they will look in our cars and living rooms but the increasing recognition by consumer manufacturers that devices need a common language.
The era of tech silos – TV, mobile, computer and tablets that don’t talk to each other – is rapidly coming to an end. These areas are converging thanks to a realisation that consumers are happy to pick up whichever device works or is most convenient.
Each device is an IP gateway that can be used for targeted messages and highlights the need for brands to have a multi-device strategy. Increasingly they can’t do just mobile or just online, they will need to understand how their consumers flip between devices and platforms, what additional devices use while watching video content on a connected TV and how many messages they have already seen.
Clearly not all of this technology will be in our living rooms next year. There are hurdles to be overcome, from affordability to privacy concerns. However, if the past is any indication, great technology finds a way and great brands find a smart way to use it.