Lunch Keynote: Navigating the Post-Browser Universe
At DIGIDAY, there’s no time for a lunch break, as the learning continues even while the attendees eat. Eric Litman, CEO of Medialets, presented on how mobile devices are leading to new device categories, such as connected TV.
Technology is advancing faster in mobile than on a desktop environment, and for the first time, technology is transferring from mobile to the desktop browser (e.g., HTML5). It feels like we’re at the beginning of mainstream mobile adoption. This is now leading into (and accelerating) a new adoption curve, that of internet TV (such as the forthcoming offerings from Google and Apple.)
Just as print advertising dollars are moving to mobile advertising, Litman sees broadcast TV advertising dollars moving into emerging connected media channels.
Paul Gelb, mobile practice lead at Razorfish, offered the agency perspective of this forthcoming adoption. As consumer usage shifts, many brands are moving from print and TV spends to mobile spends. Mobile will be the “connective tissue” of emerging technologies of the upcoming decade.
The publisher perspective on this shift came from Pete Chelala, the senior mobile manager for the Weather Channel. The Weather Channel has been in mobile for 11 years, illustrating the belief that if you want to lead, you have to start early. Similarly, they launched in-TV apps in 2007, in order to develop platforms early so that they can scale it as demand scales. Fortunately for the Weather Channel, access to weather data is a leading incentive for connecting TV to the internet.
Engagement and reach opportunities in the mobile space are driving development for that marketplace. Content specifically designed for mobile have consistently experienced stronger engagement than content ported from desktop media.