First Day of the Festival
We just finished our first day of the festival!
After registering this morning, we immediately jumped into a quick workshop with representatives from Chellomedia. The company helps develop interactive advertisements, which basically means developing commercials and advertisements that entice consumers to find more information, via a broadband connection. Chellomedia discussed interactive television, which is something not very common in the United States yet, as only DirecTV uses the technology.
The reps described interactive TV (iTV) as the "Delivery of additional content to the main television commercial." They described it as the "red button" on the remote that takes consumers directly to a broadband website which shows additional content from the commercial. It was very interesting how popular this technology is becoming in Europe, 70 out of the top 100 advertising companies use interactive advertising in their campaigns. They also said that the price of this technology, while high now, it becoming more affordable as more companies are using it and it is becoming more popular. I think as soon as digital cable companies in the United States begin integrating this interactive television, it will take off very quickly and we will find many US companies employing this strategy.
After this workshop, Jess, Mike and I attended two seminars which inclusded Isobar, a company that creates marketing networks online, and also Microsoft, discussing the "creating time," which is basically enticing consumers who are referred to as "ad avoiders" and generating advertisements that will connect with this group and make them listen to the ad.
Today was a very fun and extremely informative day, we got to browse many amazing print ads, along with several ad campaigns on exhibit in the main area of the festival center. Unfortunately, the cyber cafe at the festival only allows 20 minutes of time at the computers, so next post I'll try to upload some pictures of the festival, and give some more in-depth descriptions of the festival!
Au-Revoir for now!
-Todd
Greetings from Upstate NY! Thank you for sharing the experience.
Hope you continue to have an awesome adventure!
Take care,
Judy
Posted by: Judy Ross | June 21, 2007 at 08:52 AM