MAD Perspectives Blog

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 What was Hot or Not at NAB 2010?

Peggy Dau - Wednesday, April 21, 2010




I went to the NAB show in Las Vegas last week.  My reasons were twofold.  Reason #1 was to see what's new and intriguing in the technology addressing the broadcast and studio markets.  It is always exciting to see what's going on in this industry and as you can imagine, the buzz word was 3D!  In addition, there is a lot of attention being paid to multi-screen content consumption and how to enhance the online viewer experience.  As often happens, sports is the target market for a lot of the enhancements that will soon be available for online video.  ESPN has been a leader in how they incorporate technology into the viewing experience and many small vendors are uniquely focused on making the online experience as interesting and compelling as the living room experience.  Pay attention as local sports comes online.  By local, I mean the town little league teams or soccer/football teams.  It's exciting and accessible!

Why is this relevant for MAD Perspectives?  Well, what happens in the M&E space usually is adapted, in some way, by other industries.  while the demands from M&E are quite high, companies in healthcare, manufacturing, green tech, oil & gas and other industries are using video more frequently in their messaging and communication strategies.  In addition, video or imaging is increasingly a core part of their information gathering or business process.  Understanding where video trends are heading, can help these industries provide enriched services.  Imagine the benefits of 3D medical imagery!

What are some of the key things I learned?

-enabling multi-platform content consumption is HUGE (manage, encode, transude, protect, distribute, display)

- encoding bitrates have made big improvements (meaning, less bandwidth required for delivery of MPEG2, SD and HD content)

- telcos are FINALLY enabling CDN services (why let Akamai have all the fun?)

- 3D is super hot (and you shouldn't try to make a project if it wasn't shot that away originally, quality does matter)

- camera prices are decreasing, meaning UGC (user generated content) quality will improve


Reason #2 for heading out to Vegas was to check in with the myriad of vendors with whom I have relationships based on my past life at Hewlett-Packard.  I was interested to see what new products they had to offer but also to understand why they don't leverage digital media more effectively in the way they tell their story online.  These are vendors who live in the digital media market.  Their solutions focus on every nuance of the moving image, yet only a few of them tweet, blog or even use video on their websites.  These companies have interesting and compelling stories about how they have solved problems of encoding, content management, broadcast automation, storage, asset management, content distribution and more.  They understand the power of video.  They understand the importance of personal relationships.  Yet, they haven't "crossed the chasm" to utilize various digital media solutions available to them to make their stories come alive.

I think the challenge for many of these companies is the understanding of how to leverage social media, in particular, in a B2B market.  We all understand social media as a person to person medium and have even seen the benefits in B2C markets.  Yet, B2B lags behind.  This is primarily due to:

- lack of time and resource - many companies have thinned their marketing staffs and are concerned about the time it may take to tweet or blog

- risk management - companies fear employees misrepresenting the company, sharing confidential information, or exposing compone networks to viruses

- traditional marketing mindset - these companies are still in a push marketing mode where they control the message

I believe we will see a shift in B2B adoption of digital media to tell their story as we move through the next couple years.  The economy is slowly turning, as evidenced by the increased attendance at NAB this year vs. 2009.  I think we are also seeing other indicators (i.e., strong earnings reports, flat unemployment, upward movement in the stock market).

Yes, it takes time to define a digital media strategy.  However, your customers are spending more time online researching, learning and comparing solutions.  You need to be memorable and share your story in a meaningful way.  You need to reach out to your customers via the channels that they use (and the "millennials" are visual and social). 

What's your perspective?