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
Between filter bubbles, uneven visibility and transnationality
06.12.2017 | Schweizerischer Nationalfonds SNF
New Technologies for A/V Analysis and Search
13.04.2017 | Fraunhofer-Institut für Digitale Medientechnologie IDMT
DNA molecules that follow specific instructions could offer more precise molecular control of synthetic chemical systems, a discovery that opens the door for engineers to create molecular machines with new and complex behaviors.
Researchers have created chemical amplifiers and a chemical oscillator using a systematic method that has the potential to embed sophisticated circuit...
MPQ scientists achieve long storage times for photonic quantum bits which break the lower bound for direct teleportation in a global quantum network.
Concerning the development of quantum memories for the realization of global quantum networks, scientists of the Quantum Dynamics Division led by Professor...
Researchers have developed a water cloaking concept based on electromagnetic forces that could eliminate an object's wake, greatly reducing its drag while...
Tiny pores at a cell's entryway act as miniature bouncers, letting in some electrically charged atoms--ions--but blocking others. Operating as exquisitely sensitive filters, these "ion channels" play a critical role in biological functions such as muscle contraction and the firing of brain cells.
To rapidly transport the right ions through the cell membrane, the tiny channels rely on a complex interplay between the ions and surrounding molecules,...
The miniaturization of the current technology of storage media is hindered by fundamental limits of quantum mechanics. A new approach consists in using so-called spin-crossover molecules as the smallest possible storage unit. Similar to normal hard drives, these special molecules can save information via their magnetic state. A research team from Kiel University has now managed to successfully place a new class of spin-crossover molecules onto a surface and to improve the molecule’s storage capacity. The storage density of conventional hard drives could therefore theoretically be increased by more than one hundred fold. The study has been published in the scientific journal Nano Letters.
Over the past few years, the building blocks of storage media have gotten ever smaller. But further miniaturization of the current technology is hindered by...
11.12.2017 | Event News
08.12.2017 | Event News
07.12.2017 | Event News
15.12.2017 | Power and Electrical Engineering
15.12.2017 | Materials Sciences
15.12.2017 | Life Sciences