The age of one-way broadcasting is ending, says Jeff Gomez, CEO of Starlight Runner Entertainment in the US. We’re living in the time of transmedia now.
Speaking at the Broadcasting Digital Media Summit in Sydney, Gomez outlined how every human being who has access to the internet is a broadcaster.
So a brand’s message only has a small slice of the pie, compared with the kinds of mass conversation that’s happening all over the web, he said.
One way to steal back some of the pie is to create a story world with your brand, a transmedia landscape where the brand’s story is essentially platform neutral.
Transmedia storytelling is a technique a number of global brands such as Disney and Mattel have jumped on board.
“It’s a process of conveying messages, themes and storylines to a mass audience through the artful and well-planned use of multi-media platforms,” explained Gomez.
The old way, said Gomez, was to take a TV pitch, develop it for TV and hope it would be repeated on different media if it was successful. However, now brands are building story worlds that are aren’t specific to only one platform.
“In this multiplatform universe, the consumer flows from one medium to the next,” he said. “So the distinction of television as that thing in your living room is no longer there, or is in the process of vanishing.
“They’re surfing from one screen to the next. And your content has to do that too.”
What you see on TV can’t just move over to online video or mobile and vice versa. “There’s no need for the contemporary audience to watch something over and over and over again because there is so much out there and so much that is specialised to their taste,” said Gomez.
“What you want to think about is creating a world out of your intellectual property so people can visit it in different incarnations across different media.”
One brand that has its story world together is Apple, said Gomez. “There’s this kind of consistent and persistent story world that actually takes into account the fact you can have problems with Apple products so they give you a genius bar, or give you a place online to air your questions and grievances.”
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Spikes Asia today announces that the 2021 awards will take place in February, bringing them forward to the first quarter of the year. Judging for the Spikes Asia Awards, the region’s most prestigious creative branded communications accolade, as well as the Tangrams Awards and Young Spikes competitions will all take place in February 2021. In […]
Following a rigorous round of online judging by 133 industry experts, The Communications Council today announced that 88 finalists from 24 agencies on behalf of 36 clients have made it into Round Two of the Australian Effie Awards. Finalists will now compete for Effies, Australia’s only awards based on proven advertising effectiveness – across 26 […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]
WPP AUNZ has launched its inaugural podcast series, led by WPP AUNZ Chief Strategy Officer, Rose Herceg (pictured). The podcast series will focus on the company’s recent thought leadership study: Secrets & Lies Chapter 4, Humanity & the Machine. Aired over the next few weeks, each discussion will take a deep dive into exploring the role […]
Westpac Group today announced it has partnered with Verizon Media’s Omnichannel DSP across its entire brand portfolio including Westpac Bank, St George Bank, Bank of Melbourne and Bank of South Australia. The new partnership gives Westpac Group access to Verizon Media’s end-to-end strategic marketing and planning capabilities including: first-party data based audience insights; full-service omnichannel […]
Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]