posted by Video
Our 2011 recap series continues with the Multimedia Services team. Manager Matt Stevens reviews the biggest trends and client projects for thunder::tech this year and what’s ahead in 2012.
In 2011, we saw continued growth in mobile Web access including rich media such as video. As people continue to adopt smart phones and tablets, these devices will quickly become their primary device for accessing Internet content. Therefore, marketers should consider all screen sizes when developing websites and online video.
Our Multimedia Services team also grew in 2011 with the full-time promotion of Designer/Videographer Chris George. Developer Justin Smith joined thunder::tech as well and is involved with many multimedia projects including those requiring 3-D graphics. We also had opportunities to utilize our wide variety of talents on projects such as Handelabra Studio’s Uncle Slam animated teaser. Multiple team members contributed their illustration, art direction, sound design and mixing as well as 2-D and 3-D animation skills to this project.
We even used a group of thunder::tech staff to create a crowd walla sound effect for the video. Finally, we’ve added some new equipment to our department including a Glide Cam that will help add production value.
Another area in the industry we've seen growth and interest in is digital signage. With the hardware prices coming down, we've found many of our clients taking advantage of this platform. Implementations range from large outdoor displays to lobby and event signage.
One of the problems we are finding is that businesses purchase this great equipment, but don't invest in great content. Good content depends on where the display is installed and its intention but it could be advertising, dynamic data (events, news, customer relationship management data for internal use) or simply moving imagery (think of it is a moving poster).
In spring of 2011, we worked with Cedar Point Amusement Park to develop digital signage graphics in and around the park. The displays were used to advertise park promotions, events and food options.
For the 2011 Specialty Equipment Manufacturers’ Association Show, we also helped Prestolite Performance develop digital signage content to promote their new Mallory Ignition product, Mallory FireStorm.
We also worked with American Liver Foundation’s signature Flavors culinary event to create digital signage graphics for their 2011 Cleveland chapter event.
We expect even more growth in the areas above as well as Internet-Enabled TV (IETV)
. Many TV sets are now shipping with the ability to connect to the Internet to access on demand video, apps and even full Web browsing. A statistic from Parks Associates
, quoted by Mashable
, says the number of high-definition television sets shipping with an Internet connection will rise to 76 percent by 2015. That, along with rumors that Apple is working on a TV, should put this on marketers’ radars.
This is supported by the fact that in 2010, online leisure time (excluding social media) was 12 minutes per day compared to 164 watching TV
, which means more time to capture a consumer's attention. This also means that traditional TV advertising is still relevant! Even for those who are targeting a younger demographic—aka, future customers—the online savvy 15 to 17-year-old demographic is spending less time online since peaking in 2007. Also, people 15 to 24 watch more TV than any other age group under 45.
We need to start thinking about messaging across multiple screens—mobile, tablet, desktop, TV and digital signage.
In the past couple of years, the entertainment industry (especially movies) have been embracing stereoscopic 3-D
(like with the funny glasses). This is mainly due to improvements in the technology both in capturing and delivering 3-D content. With the cost coming down, and consumer expectation for rich content growing, we see 3-D as a way to stand out and grab some attention. We had the opportunity to experiment with stereoscopic 3-D on our holiday touchpoint, 3D Winter Matchup
If recent years are any indication of the future, I'm sure we can also expect the unexpected—that is, things we aren't even talking about now—in 2012 and beyond.
About the author:
Matt Stevens is the manager of multimedia services and a
graphic designer at thunder::tech. When he doesn't have a camera on his
shoulder, he's probably swimming, biking or running (aka training for a
triathlon). He also considers himself a proud "tree hugger."
TAGS: multimedia, video, 3d, 3d video, 2D animation, 3d animation, sound mixing, crowd walla sound effects, art direction, 3d graphics, digital signage, advertising, digital advertising, Intenet-enabled TV, mobile, mobile marketing, trade shows, product promotion, illustration
Jason Therrien said:
| Matt:: Great recap of your multimedia team's successes this year. Congrats on all of the accomplishments. Quick question - what goes mainstream first, Internet Enabled TV (IETV) or 3D TVs?
|December 29, 2011 aP 5:06 PM
Matt Stevens said:
| Jason:: I believe IETV will go mainstream first. All you have to do is look at a Best Buy ad in the Sunday paper to see that more than half of TVs sold have some kind of Internet connectivity capability while 3D capabilities tend to be reserved for the higher-end sets. Many models now come with WiFi, or optional WiFi, so consumers don't have to worry about running data (Ethernet) cables to their living room.
That said, if you happen to be building a house or remodeling, ask the builder to run some data cables to your entertainment system. You never know what new device might come out that will use it. I have two data ports behind my entertainment system and both are in use (Blu-Ray player and Apple TV).
|January 10, 2012 aP 6:12 PM