July 1, 2014
The seventh annual Internet Week New York took place on May 19-25 in Manhattan, themed “Where Technology, Business and Culture Meet.”
Tactics was on hand for the first day of events at the conference. Here are some highlights from sessions with Aereo, Netflix, Yahoo and more. Visit Tactics online for more recaps from the conference.
USA Today media columnist Michael Wolff spoke with Chet Kanojia, founder and CEO of Aereo, a platform for video content. The company rents antennas for $8 per month to broadcast HD-quality TV, via live streaming through the cloud for modern viewers, said Kanojia.
He said that 80 of the top 100 shows are broadcast TV, so Aereo is changing the way that TV and media are consumed. “If a regular antenna is OK, then a remote one should be,” Kanojia said, adding that 90 percent of the money from broadcast TV comes from advertising. “It’s an issue of private versus public and the end consumer.” (Ed Note: On June 25, the Supreme Court ruled that Aereo is in violation of copyright law.)
Neil Hunt, chief product officer of Netflix, spoke on the future of TV and big data. He said, “Internet TV is personalized TV” and Netflix delivered 6.5 billion streams in the first quarter of 2014. “Linear TV is ripe for replacement,” he said during the event’s first keynote presentation. “It’s about personalized Internet TV. Internet TV is on demand and on the go.”
It aggregates the audience in time and space, Hunt said. It’s unbundled, has different channels, many show options, no advertising and is low cost.
“The future of TV will be outside the home with rich storytelling and will be leading quality, on-demand, personalized and democratizing entertainment,” he said.
Ned Brody, senior vice president and head of the Americas, Yahoo, spoke on the rise of creativity in digital storytelling and new opportunities for brands.
“Technology, plus creative, drives real engagement,” he said, adding that this has transformed how people consume and share information.
“Smartphone users look at their device 150 times per day,” said Brody. “There is no universal measurement across solutions.”
Yahoo has premium, audio, video, native and search, “which is the only unified digital ad solution,” he said. “Maximize your marketing effectiveness across performance and brand advertising.”
This brings online and real-life data together. “Take content and have it live online in an environment to make it come alive,” Brody said.
He also announced that Yahoo will be running branded content for free and that you only pay when someone clicks on it. The content ultimately elevates brand, he said, so remember to tell meaningful stories and be creative to inspire and engage your audience.
“Ads should be as attractive and interesting as the content,” he said. “Marketing will evolve to the marriage of content marketing and advertising.”
The Millennial generation includes some of the most active consumers of media — both traditional and digital. This group is active on emerging platforms, and advertisers can learn from these trends and consumption patterns.
Here are a few highlights from the afternoon panel discussion:
Amy Jacques is the managing editor of publications for PRSA. A native of Greenville, S.C., she holds a master’s degree in arts journalism from the Newhouse School at Syracuse University. She also holds a bachelor’s degree in advertising from the University of Georgia’s Grady College and a certificate in magazine and website publishing from New York University.
Email: amy.jacques at prsa.org