Presentation of Richard Kastelein at MARUG Conference 2010 - Marketing, University of Groningen

1. CONVERGENT MEDIA – TV 2.0 AND THE FUTURE OF MARKETING AND ADVERTISING…

3. (1) TELEVISION SERVICE WHERE THE VIEWER HAS TO WATCH A SCHEDULED TV PROGRAM AT THE PARTICULAR TIME IT’S OFFERED, AND ON THE PARTICULAR CHANNEL IT'S PRESENTED ON. OPPOSITE OF THIS WOULD BE INCORPORATING THE USE OF DVRS, VCRS OR VIDEO ON DEMAND.

4. (2) WHEN THE BROADCASTER WANTS YOUR ATTENTION ONLY TO BE FOCUSED ON THE TV PROGRAM. TYPICALLY THIS LEAVES LITTLE CALL FOR INTERACTIVITY. THEY CERTAINLY DON'T WANT YOU TO LEAVE THE SHOW BY GOING TO YOUR COMPUTER. THEY ONLY WANT YOUR ATTENTION TO BE ON THAT SHOW AND IT'S ADVERTISERS.

6. GOOGLE TV WILL ACCELERATE IPTV REACH

8. HARDWARE SOLUTIONS

9. SOFTWARE SOLUTIONS

10. NEW ADVERTISING MODELS

12. GOOGLE TV IMAGINE. IN THE FUTURE. ADVERTISING ON ALL GOOGLE TV PRODUCTS. AND NOT JUST 30 SECOND SPOTS. BUT ALSO BUYING TV SCREEN LANDSCAPE.

13. GOOGLE TV THIS MEANS, IN GOOGLE’S NEW UBIQUITOUS, MASSIVE TV REALM, I COULD SIMPLY BUY TIME SLOTS OR EVEN PERMANENT SPACE ON FOR PROGRAMS OR CHANNELS IN THE FUTURE OF GOOGLE TV. TIME SLOTS FOR MORE LINEAR TV EXPERIENCES SUCH AS A CLASSIC 30 SECOND SPOT, USING AN ‘OLD SCHOOL’ NON- ELECTIVE, INTERRUPTIVE, ADVERTISING MODEL. OR. I COULD BUY ELECTIVE (OPT IN AND OPT OUT) LANDSCAPE AROUND PARTICULAR PROGRAM FOR TV WIDGETS FOR SHOWS OR EVEN ENTIRE CHANNELS. IT MIGHT BE A CUSTOM WIDGET BUILT IN ANDROID OR COULD EVEN BE SOME KIND OF CHROME EXTENSION. IT COULD BE CONTEXTUAL ADVERTISING BASED ON THE SHOW’S CONTENT, IT COULD BE BEHAVIORAL TARGETING BASED ON THE VIEWER’S PREFERENCES AND HABITS, IT COULD BE LOCATION BASED ADVERTISING (LBA), BASED ON THE VIEWER’S LAT AND LONG VIA IP, OR IT COULD BE EXPERIENCE MARKETING (FULL FLEDGED TV EXPERIENCES). I think this is what Google has in mind. And I for one… think it’s going to work.

14. GOOGLE TV SO WHAT’S IT GOING TO LOOK LIKE?

16. TV, WHICH HAS BEEN THE MAINSTREAM MEDIA’S CORE TOOL TO FOR SWAYING US TO ONE OR ANOTHER OF THEIR MOVIES, MUSIC STARS, BOOKS, POLITICIANS, BRANDS AND WHATEVER THEY GET PAID TO MAKE US LIKE, WILL DECLINE. AND, TO PERHAPS THE CHAGRIN OF A FEW PARTIES, THE TV WILL CONTINUE TO DEMOCRATIZE AND WILL FOLLOW THE WEB WITH MANY TO MANYRATHER THAN ONE TO MANY.

18. RICHARD KASTELEINLINKEDIN.COM/IN/EXPATHOS EMBRACE TECHNOLOGY, DON’T FEAR IT.