Chances are the next video you watch will be on your mobile phone or tablet. Record numbers of viewers are turning to these devices every day to watch a funny clip shared by a friend or even tune in for a live NFL game.
As the Samsung Galaxy and iPhone 6 have introduced larger smartphone screen sizes to the masses, folks don't seem to be lugging their tablets around as much.
AOL will deliver its Digital Content NewFronts presentation on Tuesday evening, and reps for the tech player told Adweek that roughly 50 percent of its two-hour showcase will focus on mobile.
When I began my career in digital media, the term "captive audience" was routinely used to refer to TV viewers. In one evening, brands could reach nearly 100 percent of their audience when they were engaged with the power of sight, sound and motion.
Stop it, you're quilling me. Birds with tiny human arms and hands soar in sublimely silly style thanks to SuperHeroes's first global campaign for the Asus Transformer T100 2-in-1. This is the same Amsterdam-based agency that's perhaps best known for its prankvertising efforts on behalf of LG. In "Modern Birds," a freaky fingered flock demonstrates the features of the Asus laptop/tablet hybrid. The idea is that birds know how to get stuff done #OnTheFly. Savvy consumers of Internet culture will recognize that birds with arms are nothing new. "We've always loved the birds-with-arms meme," agency ecd Rogier Vijverberg tells AdFreak. "And when looking for a spokesperson for Asus we saw the match. Birds are truly always on the move, plus they would allow us to have a great outside perspective on our modern human race."
Microsoft's Surface Pro 3 had a bad election night on CNN when the on-air talent used the device to prop up their iPads. Microsoft was a CNN partner as the results poured in, but any positive marketing spin thoroughly backfired, with the tablet relegated to a kickstand for its biggest rival.
Toshiba skewers a certain hype-driven West Coast tech-topia in the brand's new animated spot, "Sillycon Valley." Packed with fun visual gags, the spot from goodness Mfg. takes us to a highly caffeinated zone of hyperactive technophilia that boasts computer goggles for canines (doggles!), WirelessWater (the bottles are WiFi hotspots), Asimo-type robots on public-works details and 5-D printers that inadvertently summon slimy tentacled monsters. A java-drone flying Starbucks colors soars above the local wind farm—and almost everyone's eyeballs are glued to their smartphones, if they're not hip enough to have Google Glass. "Animation is a great way to deliver over-the-top humor," goodness Mfg. ecd Tom Adams tells AdFreak. "It immediately transports the audience into another world where they don’t take things too seriously." Of course, tech excesses have been parodied to death—in HBO's Silicon Valley and just about everywhere else—so Toshiba's not doing anything especially innovative. Plus, this is a commercial, ultimately promoting the Encore 2 tablet for the back-to-school season, so the satire can't bite too deep, lest it risk being branded as hypocritical. All that said, the spot hits just the right tone. It's snarky, but not too mean-spirited, with a look that fits the tech biz to a T—busy yet sleek, over-bright and self-consciously befuddling. The commercial feels kind of like a spoofy segment on The Simpsons or Family Guy, which makes sense, as Friends Night, the studio that produces Fox's Animation Domination HD programming, worked on the project. "Because they come from a TV background, they were able to move quickly, which was very important to us," Adams says. "We were able to complete the project from concept to the final approved version in about six weeks." Overall, the effort seeks to position Toshiba as "providing products and services that offer solutions, not empty promises," Adams says. (That's also the thrust of "Unleash Yourself," a live-action spot with a cartoon-y feel that shows Satellite Pro laptops magically morph into useful or fun items in various situations. You can watch that one below as well.) "Today’s savvy consumers are constantly questioning the practicality of new technology," Adams says. "We decided to have fun with this shift in attitude [emphasizing that Toshiba makes devices to] meet the real-world needs of today's consumer." Laptops and tablets are great, but I'll take a pair of those "smart-scissors" revealed during the animated extravaganza's crazed climax. It looks as if they'd cut through the clutter—and just about anything else.
It's common knowledge by now that the intuitive design of tablets has opened up gaming to everyone from infants to the elderly, but there's one group using tablet gaming apps that may still surprise you: cats.
Technophobes, rejoice. Applebee's has filed a trademark application for "no tech Tuesday," which would presumably curb the use of devices at its restaurants on that day, Today reports.
Remember when including a Facebook URL, Twitter hashtag or branded website was all the rage with Super Bowl advertisers (and TV marketers in general)?