By Leszek Izdebski, Cisco Internet Business Solutions Group (IBSG)
The past few years have brought sweeping transformation to television—a trend that will only accelerate in the coming decade. Following up on a 2011 study on the future of television, Cisco’s Internet Business Solutions Group (IBSG) recently examined the ways disruptive technology and user behavior trends are impacting TV advertising. We identified four major trends that will transform advertising and the viewer experience.
1. Channels Will Go Away
While we do not believe that all future distribution will be through on-demand unicast technologies, consumers will not think about “channels” as the means of accessing programming. Adoption of video on demand, Intelligent Programming Guides and personal video recorders (PVRs) is shifting viewing from linear broadcasts on a TV screen to a multiscreen, multi-device, multi-modal, on-my-schedule, user-controlled experience. Brands and networks will no longer be able to ensure that ads placed in specific episodes will have sufficient audience reach. This behavioral shift will force advertisers to focus on new forms of addressable advertising: Read More »
Tags: 3D printers, ad buying, advertising, branded entertainment, channels, Cisco, haptics, IBSG, interactive, marketing, multiscreen, on-demand, Personalization, product placement, Service Provider, targeted, television, user involvement, video
Last week, Cisco solutions made a big splash across two of television’s hottest shows!
On Tuesday, May 3rd, the main characters on the hit CBS show, NCIS: LA, used the Cisco Cius tablet to help catch the bad guy and solve the case! Using the Cius across multiple scenes, main show characters Sam, Callen, Eric, and Nell use the device for a live video session while docked to analyze clues in the lab, then go mobile with the Cius to continue the video conversation and deliver proof of the crime. If you missed last night’s heart pounding episode, check out a short clip to see the Cius in action: http://videolounge.cisco.com/video/04853b-cius-helps-solve-ncis-la-case/.
This Mother’s Day, May 8th, viewers were be able to see how ūmi, Cisco’s Home TelePresence solution, is allowing people to be together from anywhere. We’re excited to announce that Cisco was a proud participant in Sunday’s episode of Extreme Makeover: Home Edition on ABC. We teamed up with ABC’s Extreme Makeover: Home Edition to help the Prewitt-Brewer family stay connected with their relatives across the country. Click here to watch a clip from Sunday’s amazing episode: http://home.cisco.com/en-us/telepresence/umi/emhe
Showcasing Cisco products in television and film is an exciting way to demonstrate the powerful impact Cisco solutions can make on business and in the home. Whether you are fighting crime or connecting with your long-distance family on our ever-growing Human Network, Cisco is truly changing the way people work, live, play and learn.
Check out the videos, share your thoughts and let us know what you think!
Tags: ABC, CBS, Cisco Cius, Cisco umi, Cius, entertainment, home telepresence, human network, product placement, television, ūmi, video