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
Noise can't hide weak signals from this new receiver
14.12.2015 | University of California - San Diego
Fraunhofer HHI and Red Bull Media House work together to develop new VLC technology applications
13.10.2015 | Fraunhofer-Institut für Nachrichtentechnik Heinrich-Hertz-Institut
Today, plants and microorganisms are heavily used for the production of medicinal products. The production of biopharmaceuticals in plants, also referred to as “Molecular Pharming”, represents a continuously growing field of plant biotechnology. Preferred host organisms include yeast and crop plants, such as maize and potato – plants with high demands. With the help of a special algal strain, the research team of Prof. Ralph Bock at the Max Planck Institute of Molecular Plant Physiology in Potsdam strives to develop a more efficient and resource-saving system for the production of medicines and vaccines. They tested its practicality by synthesizing a component of a potential AIDS vaccine.
The use of plants and microorganisms to produce pharmaceuticals is nothing new. In 1982, bacteria were genetically modified to produce human insulin, a drug...
Atomic clock experts from the Physikalisch-Technische Bundesanstalt (PTB) are the first research group in the world to have built an optical single-ion clock which attains an accuracy which had only been predicted theoretically so far. Their optical ytterbium clock achieved a relative systematic measurement uncertainty of 3 E-18. The results have been published in the current issue of the scientific journal "Physical Review Letters".
Atomic clock experts from the Physikalisch-Technische Bundesanstalt (PTB) are the first research group in the world to have built an optical single-ion clock...
The University of Würzburg has two new space projects in the pipeline which are concerned with the observation of planets and autonomous fault correction aboard satellites. The German Federal Ministry of Economic Affairs and Energy funds the projects with around 1.6 million euros.
Detecting tornadoes that sweep across Mars. Discovering meteors that fall to Earth. Investigating strange lightning that flashes from Earth's atmosphere into...
Physicists from Saarland University and the ESPCI in Paris have shown how liquids on solid surfaces can be made to slide over the surface a bit like a bobsleigh on ice. The key is to apply a coating at the boundary between the liquid and the surface that induces the liquid to slip. This results in an increase in the average flow velocity of the liquid and its throughput. This was demonstrated by studying the behaviour of droplets on surfaces with different coatings as they evolved into the equilibrium state. The results could prove useful in optimizing industrial processes, such as the extrusion of plastics.
The study has been published in the respected academic journal PNAS (Proceedings of the National Academy of Sciences of the United States of America).
Exceeding critical temperature limits in the Southern Ocean may cause the collapse of ice sheets and a sharp rise in sea levels
A future warming of the Southern Ocean caused by rising greenhouse gas concentrations in the atmosphere may severely disrupt the stability of the West...
12.02.2016 | Event News
09.02.2016 | Event News
02.02.2016 | Event News
12.02.2016 | Physics and Astronomy
12.02.2016 | Life Sciences
12.02.2016 | Medical Engineering