Connie Terwilliger – ISDN Voice Talent

October 24, 2011

In the Online World, Context is King…

It is hard to get any work done these days because you follow links which lead to more links and suddenly you have forgotten what you went online to do in the first place, but it is almost always an interesting distraction. Sometimes pure silliness, sometimes thought provoking, sometimes good for business. I’m always looking for interesting tidbits that will help the bottom line.

One of the mantras of video has been “Content is King.” With the emergence and tsunami of online video, it may be that the context will be driving the dollars.

Today, I was reading a post from MediaPost and it led me to an article called “Context is King: How Videos are Found and Consumed Online” packed with information from a November 2006 study by Bear Stearns Cable and Satellite analyst Spencer Wang called “Why Aggregation & Context and Not (Necessarily) Content are King in Entertainment”.

The author of this article,  Ashkan Karbasfrooshan includes some great facts, charts and graphs to help illustrate the switch to context over content as a primary search function.

When I was born more than 30% of American households watched NBC during prime time. Check the article for all the attributions. You really could “reach everyone” if you bought ads on the major networks, but today, NBC’s prime time reach is 5% – behind CBS and ABC. None of the other networks are doing any better.

The same thing is happening online! More and more fragmentation. And more and more we are online on our phones or tablets or laptops.

So how to you reach everyone? Can you reach everyone? Can we effectively quantify the people we are reaching so that we can try to stabilize the money part of this equation?

I don’t know the answers, that’s why I spend time following links to other links. My goal is to keep providing my voice for media where ever it ends up and hoping to continue to pay my mortgage without having to take a second job at a fast food joint. So far, so good!




  1. Connie,

    I love your posts, which always tend to get me to thinking.

    Video and commercials also being something that I do, I have been spending quite a bit of time dealing with lots of questions surrounding reach and penetration of viewership, internet vs. broadcast and so forth. I’ve also wondered about social media and SEO and other aspects of emerging media as it relates to me personally.

    I think the differential these days is that in all but a few rare cases, we’re not looking to reach everyone. Demographic, xenographic and psychographic breakdowns, along with all forms of increased data collection means that we’re looking less and less to cast a wide net. Given the ability one has to very easily change content, we’re even seeing large corporations taking advantage of things like ComCast Spotlite, which allows the client to pinpoint households in very distinct market segmentations. The same video may appear in the San Francisco market with the Goden Gate Bridge in the Background and in St. Louis with the Arch, and so forth.

    If we are talking about a national run on any of the networks, one can often pinpoint audiences even within specific genres, such a being able to distinguish among viewers of CSI, CSI: Miami and CSI: New York, to determine which program might be best, or if 2 or all the three are the shot.

    We’re also seeing campaigns that extend from advertising on televsion to direfct the viewer to a web site to recive some sort of “value addded service”.

    We’re not too far away, in the estimations of many from having an almost full convergence of televison and internet (computer), which will create interesting scenarios that might include having instant coupons; you’re watching a program and see someone in the program engaging with a product, you then can stop the program to find out more information on the product, which might include receving a coupon and then being able to order the item directly or place it on some form of e-shopping list.

    This new world will be about the consumer granting more permissions for the advertiser to come into the consumer’s hime. It will be about using viewing habits, online habits and other forms of data collection to have consumers pull the advertising into their worlds as opposed to having advertisers pushing their advertising on the person.

    It will extend into virtual worlds and social media communities and much of it will be hard wired into the experience, providing a somewhat seamless advertising experience. Imagine being able to see some pop singer on screen and in a few mouse clicks , learn about the jeans she is wearing and then order them.

    This and quite a bit more is just around the corner. We already see the predictive and heuristic experience that one can have with In my personal case, their recommendations for me tend to be better choices than the items my close friends and family often think I will be interested in.

    The old way was about shouting to the forest, while now it seems more about getting to know an individual tree.

    Comment by J.S. Gilbert — October 24, 2011 @ 11:19 am

  2. Would you believe that I frequently write my posts wondering what J.S. is going to say in response!

    Believe me, I know that finding the right trees is my best course of action.

    Comment by connieterwilliger — October 24, 2011 @ 11:22 am

  3. Yep. And sometimes it’s finding the right branch, twig, or leaf. Very different from the newbie notion of doing it all–funny voices, movie trailers, and your answer machine, too! At first blush, this seems like a great strategy for not missing any opportunities. In real life, it’s a good way to miss them all.

    Comment by Amy Snively — October 24, 2011 @ 3:54 pm

  4. Thanks Amy, I do a lot of different things, but I don’t actively market them all. I push for the things I know I do the best and when something different comes along that is in my skill set, of course I’ll take it. It all goes back to understanding the business and understanding where you fit into the business. The only way to do that is to constantly keep abreast of the trends and your own true capabilities. As our business gets more fragmented, we will need to find ways to hone in on the perfect fit.

    Comment by connieterwilliger — October 24, 2011 @ 8:47 pm

    • Connie you are correct about understanding the industry and more importantly, where your place in it truly is.
      For instance, I have a rich gravelly voice but, doubt I will ever become the next Don LaFontaine (RIP)
      Remembering where my forte and my place are, I am able focus on the attainable and continue to succeed
      At the same time learning and adding to your abilities is essential for keeping up with ever changing dynamics.

      Thanks for reiterating this.

      Comment by Greg Whaley — October 25, 2011 @ 10:31 am

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