EI Industry Insight – Viewability

Viewability is challenging industry professionals to find common ground on how to define viewability. But what counts as viewable? Well, depending on who you are and what you believe the answers may vary tremendously.

Average publisher viewability is currently at 50.2% – Download the attached Industry Insight to view more figures and get your quick guide to viewability.

EI Industry Insight – Viewability

Video Game Marketing: 5 Tips for Positioning Success

Video game design and development undoubtedly poses the most lucrative returns within the entertainment industry. But, the video games industry is highly competitive, and so, an effective marketing strategy is imperative. Adam Dawson, Media Strategist at Emerging Insider Communications, offers integral marketing tips to maintaining an edge in the industry.



Tip #1


Create a custom and well-executed media equation through cross-referencing. Businesses in the video games industry must create exceptional channels through which to position their content. And not only that, businesses must be able to leverage specified content for niche demographics.



Tip #2


Get creative at industry events. Include demos of your video game or related technology for potential customers and industry influencers to sample.



Tip #3


Everyone likes a good mystery. A little bit of intrigue is never a bad thing.  Intrigue helps create buzz about the product that you are trying to position towards a target audience.


These marketing tips will help keep you one step ahead of the competition.  In Adam’s words, “The overall objective of each tip is simple, establish yourself within the industry and inform the public of your new product so they can make an informed decision when purchasing.”


To check out more video game marketing tips by Adam Dawson visit:


How Big is Big Data?

I think we’re getting a bit ahead of ourselves. I think the first question should be: What is big data? There are so many different definitions for big data that defining it is almost as daunting a task as sifting through it. Well, according to technology research firm, Gartner Inc., big data is “high-volume, high-velocity and high-variety information assets that demand cost-effective, innovative forms of information processing for enhanced insight and decision making.” Great, but what does that mean? Let’s put this in terms we can all understand.


Say you begin the morning by buying a Grande Cinnamon Dolce Latte from Starbucks with your credit card. When you see that the barista spelled your name hilariously wrong you have to send out a picture Tweet with the hashtag #StarbucksFail. From there you drive to work, but when you get there, decide you don’t want to begin working just yet. So, you do a Google search to find the best seafood restaurants in the area for your impending date night. You also take a look at some at-home seafood recipes and decide to Snapchat a funny one to your friend before finally getting to work researching exotic travel destinations for your company. Once the clock strikes 5PM, you hop in your car only to hit bumper-to-bumper traffic on the freeway. Using your GPS app on your smartphone, you reroute to back roads while looking up the number for your favorite pizza place and calling in a few pies. Once you’ve finished your dinner, you log on to your Netflix account and watch another episode of Orange Is The New Black before calling it a night. But not before you update your Facebook status.


Sounds like a typical Tuesday for anyone, right? Well, all of these activities are part of a bigger picture—big data. Your credit card has a digital record of all your purchases, applications like Facebook; Twitter and Snapchat track and monitor your behavior; web browsers also track and record your search and website history; and even your phone GPS stores and uses your data to better route you and others in the future. So while you have gone through your day with seemingly little social interaction, that doesn’t mean people don’t know what you are doing.


Whether or not this is a huge invasion of privacy is a debate for a different day. Regardless of your views on big data, this is just one scenario, of one person, on one day. Multiply that by the 2.9 billion internet users of the world and you can gain a basic understanding of just how huge big data is for one day. And big data doesn’t just stop there. It has seeped into almost every sector imaginable, including the public sector, healthcare, retail, manufacturing and government. According to a study by MGI, a retailer using big data could increase its operating margin by more than 60 percent. The same study also estimates that U.S. healthcare could create more than $300 billion in value every year by using big data to drive efficiency and quality. These are astounding percentages and numbers, but it still may not be quite clear how using big data can make this much of an impact on companies and industries.


Well, according to the same MGI study, big data can effectively be used in a number of different ways. It can make information more transparent and usable at a much higher frequency than ever before. It can also be stored and used to collect more accurate and detailed performance information to boost performance on items ranging from product inventories to sick days. Other companies are conducting controlled experiments using big data to make better management decisions. Using specific data points allows for narrower segmentation of consumers, resulting in more precise and tailored products or services. Advanced analyzing of big data can improve decision-making for companies. And finally, big data is instrumental in improving the development of the next generation of products and services.


The reality is big data is all around us and quickly becoming mandatory for all sectors. We are all part of the big data game whether we realize it or not. And even if you haven’t noticed its affects as a consumer, they are happening both in the background and foreground. Big data is big—astronomically big. In fact, big data is projected to grow into a $53.5 billion industry by 2017, up from $10.2 billion in 2013. And while it may seem unmanageable, businesses will need to find a way to successfully use specific data points to make the internal and external operations run as smooth as possible. The future of every industry depends on it.

Net Neutrality Legislation will Threaten the Emergence of Cloud Gaming

cloudgamingLately, media outlets have been rabidly covering the Net Neutrality legislation and the crippling blow it could inflict on the web. Internet Service Providers (ISPs) favor restrictions on it because it allows them to unequally value data and potentially overcharge customers who use excessive amounts of bandwidth for services like media streaming and online video chats.


One particular innovation that could suffer from the Net Neutrality legislation is cloud gaming. This service enables users to stream high-quality, full-length titles to multiple devices ranging from PCs to smart phones.


Through video streaming, games are stored on and streamed from servers that do the performance intensive work, making the power of the consumer’s device less important. With file streaming, however, games are downloaded to a machine capable of running them, then streamed to other platforms within its radius. This has the potential to disrupt the video game industry and revolutionize the way games are played, only if the internet remains neutral.


Introduced to the public several years ago, it seems the service is finally ready to take off considering the PlayStation Now Beta is running, and the recent announcements of OnLive’s compatibility with the WikiPad and the MadCatz MOJO console. Don’t get too excited just yet, however, for it will require massive amounts of bandwidth to stream full-length games, leaving the future of cloud gaming dependent on the upcoming legislation.


Hopefully we can play great games on-the-go without dishing out too much money

If Net Neutrality were revoked, ISPs could charge high rates to cloud gaming providers that require large amounts of bandwidth to operate. Through this extortion, affected companies would need to overcharge for services, making many reluctant to adopt them. ISPs could also put bandwidth caps on consumers, monitoring how much they use each month and subjecting them to extra costs if limits are exceeded.The open internet would become as authoritarian as Putinism, intimidating people from using the web as they please.


Latency could become a major issue in discriminatory web environment. If you think lag is bad now, you have another thing coming if the Net Neutrality legislation moves forward. Through bandwidth throttling ISPs can cruelly slow a user’s internet speed once they’ve reached a limit or are partaking in activities like media streaming.


They then could offer premium packages and upsell clients to pay more for higher quality internet services, charging them more for speeds similar to what they had in a neutral web. If gamers have to pay extra to stream games at a low latency, it won’t bode well for the success of cloud gaming. It’s as unfair as ordering food at a restaurant, but receiving it after those who ordered later than you because they paid more for faster service.


In order to convert some gamers into customers, ISPs might give advantages to services they already have stake in. For example, Comcast has exempted its own video streaming service from data caps before, while still monitoring over-the-top content providers (OTT) like Netflix and Hulu. In doing so, it makes its own program more desirable than OTT competitors because consumers can stream as much content through it without worrying about exceeding their cap.


Instead of a fair fight, ISPs are more interested in crippling companies more innovative than theirs so they can win with less effort, or force them to pay more. It’s similar to how Commodus stabs Maximus with a poison blade before their fight in the movie Gladiator. Commodus is afraid of the stronger, more talented Maximus, so he injures him to improve chances of victory.


The same can be done in regards to cloud gaming. AT&T once owned a percentage of OnLive and could’ve used it to its advantage in a non-neutral web. It could’ve converted gamers to its services with the promise of a game streaming experience that didn’t risk pushing bandwidth caps. If the Net Neutrality legislation passes, success for cloud gaming providers could become dependent on having part of their company owned by ISPs in order to maximize potential.


Since large corporations would own a major stake, cloud startups would have less say in the direction of their companies, leading to limited innovation in the space. The once-thought revolutionary technology could potentially become a gimmick used by ISPs to sell their services.


With more money than most will see in their lifetimes backing it, the Net Neutrality legislation seems like it will inevitably move forward, potentially burying an innovative idea before it has a chance to shine. Cloud gaming, unfortunately, has been extremely slow in its emergence and is unproven to this point.


Most gamers won’t stray away from tried and true gaming methods if streaming ends up costing more than it’s worth. Adoption will be minimal, viscerally crushing the service and forcing practitioners to shutter their doors. Ultimately, this will lead to an innovative Depression within the video game industry because technological limits must be pushed in order to create something fresh. With limited resources due to a constricted web, that won’t be happening as rapidly as it currently is.

Why Thought Leadership Reigns Supreme In Tech and Emerging Media PR

Thought Leadership PR

By:Beth Principi, Staff Writer.

A thought leader. Just the sound is prestigious. But the term is even more effective when used correctly by a company looking to better position themselves in an industry. It’s increasingly beneficial for startups in emerging industries who want to showcase their expertise to potential clients and major players in the ecosystem. But just why are thought leadership articles such an important public relations tool? Well, I’d be glad to show you. This is my thought leadership piece on why thought leaderships are one of the strongest PR tools available (see what I did there?).

First things first. Not just anyone can write a thought leadership piece. In order to do so you have to be an expert in the field. If you’re not, the holes in whatever argument you are trying to make will be big and bright and in plain sight (I’m not sorry for that rhyme) for other players in the industry to see. But if you are an expert, there is absolutely no better way to showcase your expertise than through a carefully crafted and controlled message. By putting yourself out there as an expert and aligning your message with your company’s platform and goals, you can sway readers with a 100% managed message that isn’t altered by the media in any way. You are effectively telling an honest story that indirectly promotes you and your company while sharing your knowledge on a topic.

Thought Leadership pieces are also much more appealing—if done correctly—than a news story. News stories promote news. Thought Leadership pieces provide education. They dig deeper into the industry to drudge out the underlying issues, constant challenges and disrupting innovations. Readers are getting an experts opinion in a way that is as gripping as it is eye-opening. With news stories, you may get an expert quote here or there, but that is just one plot point in an entire chapter of thoughts. Thought leaderships bring you the entire chapter in first person.

In the same vein, thought leadership pieces are a strong lead-in to other media opportunities. A press or news story doesn’t properly demonstrate expertise in a way that leads to you becoming a resource of knowledge in the marketplace. Thought leadership does. It instantly qualifies you as an expert source, where people can turn to for further thoughts and inquiries on a particular subject. The more thought leaderships you write the more exposure you will receive, and in turn the more exposure your company will receive. By positioning yourself as a thought leader in the space you’re also positioning your company as one others would like to work and partner with, instead of bogging them down with the typical press releases, pitches and news stories.

Thought leaderships are your chance to be creative and tell the story you want to tell, while also creating immeasurable exposure. If you’re knowledgeable, show that knowledge. There are plenty of people out there willing and ready to listen.

Emerging TV Innovation Has Just Begun For A Multi-Screen World


The past few years have seen rapid developments in TV land. Start-ups have failed, flourished and consolidated; new technologies have led to new behaviors and novel buzzwords are thrown around quicker than we skip through commercials. With all of the new gadgetry and capability however, there remains a plethora of pain points rippling through traditional entertainment/broadcast organizations.

These issues, however, are also the largest conduits to what will be immense growth led by a new breed of start-ups. Social TV, connected TV and multiscreen platforms and services have seen some viable adoption, but nothing compared to what we will see as the massive industry continues to evolve with limited deliverable solutions to the pain points yet seen. If we look into three of these most problematic issues we can gain a better perspective as to where innovation will occur, and where investment should be explored.

Choice: No matter how interesting or engaging specific TV/video programming and content may be, viewers have a huge number of options that never before existed. Outside of increasing amounts of traditional channels exist a wealth of on-demand content, over the top content and more digital video than one could imagine. With thousands of calls to action for what to watch or for how long, broadcasters, publishers and advertisers deal with far less retention, engagement and attraction based on this fragmentation.

Startup/Innovator Potential?
Discovery and personalization. Discovery of programming and content is a need for audiences that also solves the industry marketing crises. While choice is good, overabundance of content without a navigation route must change for audiences. With innovations in personalization we will see highly engaged consumers, who yield the industry with highly engaging data and are more receptive to stay engaged with specific content.

First Responder: IRIS.TV is a novel startup that helps make digital video more accessible and profitable to both consumers and publishers. Through dynamic recommendations based on individual personal consumption habits, IRIS.TV brings together a linear viewing experience and video personalization, which is exactly what the industry needs to help consumers navigate a veritable jungle of content, choice and attention.

Attention shifting: While watching TV programming, viewers have a slew of elements they could be engaged with in their digital galaxies outside of whatever screen they are viewing within. Are viewers 100 percent focused on a certain program, or is 50 percent attention share going to other digital endeavors? Are they only 20 percent focused on programming while their attention is going to online shopping? Facebook? Words with Friends? In most cases without proper usage, the multiscreen landscape for all of its potential drives user focus away from television content.

Startup Potential? Engagement innovations that focus on how to take viewers down a path that is exciting and novel. These experiences will drive audiences to engage across devices endemically. How does the industry engineer new experiences that are the modern equivalent of the transition from black and white to color? Multiscreen engagements, transmedia and digital gamification will all be utilized to capture attention and divert it back.

First Responder? iPowow. This startup originally out of Australia, has been showcasing amazing ways to create interactivity, gamification and intensive participation across TV and digital with audiences worldwide working with organizations like ESPN, Fox Sports, Red Bull, A&E and USA Network. They are showing the industry how to draw attention back to the story and recapture shifting attention spans.

Time-shifting: This is not new, but as increased choice, enhanced skipping technologies and OTT content increases, audiences have the freedom to watch any time they would like. This isn’t necessarily a bad thing for content, but it does negatively impact the advertising aspect. Without a call to action on specific timing, advertising content is less valuable, targeted and time sensitive. Ad content that strikes less attention and is avoidable also offers less real time chatter via social sharing and far less data yielded about audiences than live TV. This factored in with less engagement, as seen in the above section, deals a crippling blow to the ad industry.

Startup Potential?
Advertising innovations- What these may look like is up for grabs on a few fronts, but it’s clear that the traditional 30-second spot is and has been in severe danger. Innovators are needed who can set forth to create novel formats for brand conversations that captivate, are highly personalized, laser targeted and multiscreen.

First Responder: Ad Tonik. Ad Tonik is helping to facilitate an interchange between smart devices and Television. By targeting ad spots to mobile users based on the shows they watch endemically, this startup has the potential to aid brands and agencies in better optimizing ad spends and making brand messages relevant in a multiscreen world.

Where else will the chips fall? Let us know.

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