The future of TV is digital and promising: ultra-high definition images, unlimited choice, interactive features, and much more. But for many of these features, the future is now. With this tone, Rector Professor Klaus Fischer opened the 2nd Product Placement Congress, an event jointly organized by Nürtingen University and the Andreas Waldner Marketing and Communications Agency.
According to host Ronniccia Eisenmann the starting point for advertisers in the dawning digital TV-age is clear cut. The days of the familiar 30-second-spot during the commercial break are over. The viewers readiness to flip channels using their remote control combined with the TiVo makes for the advertising professionals nightmare, explains Walter Berner, head of the technology department at the agency for communication of German state of Baden-Württemberg. The TiVo is a new digital video recorder which handily eliminates annoying ads from movies or TV-shows and stores it, ready to watch and commercial-free, on a hard drive. The antidote to this assault on the industry is product placement. Products are visibly placed in the hands of actors or in the background of scenes and so become part of the action. The big advantage for companies: the image of the programme eventually rubs off on the brand.
"To make a product really successful, people have to love it," says the President of the professional soccer club VfB-Stuttgart, Erwin Staudt. "For that you need emotions." Therefore soccer clubs such as the VfB offer a unique option for presenting products in the public spotlight. "The VfB Stuttgart produces emotions," Staudt sums up the fascination of soccer. Indeed, soccer has a high potential for getting a marketing message across, confirms Arne Bergmann, head of the advertising marketing department at the Pay-TV-channel "Premiere". The channel is at the forefront of digitalisation and knows its viewers very well. "We know your name, your birthday and your account information," Bergmann jokingly describes the opportunities for targeting specific audiences. In this new TV-world, special interest channels and video-on-demand services offer something for every taste. Advertisers also get to know every secret, enabling them to fine-tuning their message for every single viewer.
Gerhard Schmuecker | idw
Product placement: Only brands placed very prominently benefit from 3D technology
07.07.2016 | Alpen-Adria-Universität Klagenfurt
NASA Goddard network maintains communications from space to ground
02.03.2016 | NASA/Goddard Space Flight Center
Friction stir welding is a still-young and thus often unfamiliar pressure welding process for joining flat components and semi-finished components made of light metals.
Scientists at the University of Stuttgart have now developed two new process variants that will considerably expand the areas of application for friction stir welding.
Technologie-Lizenz-Büro (TLB) GmbH supports the University of Stuttgart in patenting and marketing its innovations.
Friction stir welding is a still-young and thus often unfamiliar pressure welding process for joining flat components and semi-finished components made of...
Optical quantum computers can revolutionize computer technology. A team of researchers led by scientists from Münster University and KIT now succeeded in putting a quantum optical experimental set-up onto a chip. In doing so, they have met one of the requirements for making it possible to use photonic circuits for optical quantum computers.
Optical quantum computers are what people are pinning their hopes on for tomorrow’s computer technology – whether for tap-proof data encryption, ultrafast...
The Fraunhofer Institute for Organic Electronics, Electron Beam and Plasma Technology FEP has been developing various applications for OLED microdisplays based on organic semiconductors. By integrating the capabilities of an image sensor directly into the microdisplay, eye movements can be recorded by the smart glasses and utilized for guidance and control functions, as one example. The new design will be debuted at Augmented World Expo Europe (AWE) in Berlin at Booth B25, October 18th – 19th.
“Augmented-reality” and “wearables” have become terms we encounter almost daily. Both can make daily life a little simpler and provide valuable assistance for...
With the help of artificial intelligence, chemists from the University of Basel in Switzerland have computed the characteristics of about two million crystals made up of four chemical elements. The researchers were able to identify 90 previously unknown thermodynamically stable crystals that can be regarded as new materials. They report on their findings in the scientific journal Physical Review Letters.
Elpasolite is a glassy, transparent, shiny and soft mineral with a cubic crystal structure. First discovered in El Paso County (Colorado, USA), it can also be...
For the first time, Fraunhofer IKTS shows additively manufactured hardmetal tools at WorldPM 2016 in Hamburg. Mechanical, chemical as well as a high heat resistance and extreme hardness are required from tools that are used in mechanical and automotive engineering or in plastics and building materials industry. Researchers at the Fraunhofer Institute for Ceramic Technologies and Systems IKTS in Dresden managed the production of complex hardmetal tools via 3D printing in a quality that are in no way inferior to conventionally produced high-performance tools.
Fraunhofer IKTS counts decades of proven expertise in the development of hardmetals. To date, reliable cutting, drilling, pressing and stamping tools made of...
28.09.2016 | Event News
27.09.2016 | Event News
23.09.2016 | Event News
28.09.2016 | Medical Engineering
28.09.2016 | Materials Sciences
28.09.2016 | Business and Finance