fbpx

 

Ever since attending NBCUniversal’s ONE22 developer conference this week where they made their case for how they’re ushering in the future of TV, entertainment, and advertising, I’ve wondered what it meant for all kinds of media traditional and emerging.

At the same time, I’m prepping a talk – my first solo address in-person since 2019 – for Magnet Global where I’ll be presenting to a room full of agency executives about the metaverse, or the metaverses, or the metaversi (it deserves some kind of “cactus / cacti” treatment).

The future of TV and the metaverse are tied to each other because they’re competing for the same resource: attention.’

And yes, we can all wind up watching TV in the metaverse. We can be lying back in our virtual water beds (if they’re virtual, they might as well be water beds, or those coin-operated vibrating beds at motels) while strapped into our headsets and haptic full-body suits as we stream reruns of ALF (a hit show you may recall from NBC back when being invaded by cat-eating alien species was considered family-friendly entertainment).

Amidst all this, I woke up from a nightmare this week about a dream where I was trying to explain some ad-tech analytics concept over Zoom and then tie that into Russia’s atrocities in Ukraine. As soon as I woke up, I opened up PowerPoint to start sketching ideas for this still-unwritten column.

The role of attention in video has fascinated me for two decades. As video consumption started surging after YouTube’s launch more than 15 years ago, I thought we’d have hit the upper limit by now.

Consider how we process other forms of media. Audio can be played all the time while consuming pretty much any media besides video, and part of TikTok’s brilliance was incorporating music as a core part of the video production experience. We process images instantaneously; swipe-oriented dating apps love exploiting this skill of ours, and some limit how many swipes you get unless you subscribe. A friend tweeted this week that she got to the end of Bumble, and while I’m sure she read every word of every potential match’s profile, I have a feeling her image processing dexterity deserves most of the credit.

Our reading comprehension may have suffered some by the rise of rapid-fire text-heavy news feeds. Still, it’s possible that our ability to skim content and get the gist of a few lines of text has improved. Skimming may be worthless when reading Portnoy’s Complaint, though rapid reading and comprehension make the infinite scroll apps possible. We’re a pretty dumb species, but we’re too smart for our own good.

Video requires more attention. Or at least, it seemed to. In 2005, I might have sounded somewhat intelligent to say you can’t watch a slew of mobile videos while watching TV. Today, I’d be verbally pelted with a barrage of “OK, Boomer!” remarks if I suggested anything similar. I’d imagine most Boomers now are probably used to streaming a Netflix show late at night in the background while working or playing on their phone or laptop.

The metaverse requires even higher demands on attention. And as some see it as a new internet entirely, within the metaverse, you can engage with video, audio, books, games, emails, phone calls, and whatever else strikes you. You can refer to it as an MLM, or a multilayered metaverse — and the reference to marketing schemes is intentional, given some of the scam artists plying their trade (that’s hardly unique to metaversi).

If we were plotting this on a chart, there was something else missing — and for a while, it did have that ‘je ne sais quoi’ factor, given I didn’t know what it was. I settled in that morning haze on the term “snackable factor” to balance “attention load.” And then I created a couple of very ugly, work-in-progress diagrams that you see below. Rather than polish them up or even fully flesh them out, I’m sharing them as is:


 
These are hardly perfect representations. Every rule has exceptions.
 
When I watched Homeland, I was glued to the set. It was a “no multitasking” show for me.
 
But Ozark? I could edit a press release, do my taxes, make dinner, and put away my laundry all while Marty Byrde gets himself out of a jam and 5 people in what seems to be a town of 50 mysteriously die. I don’t understand how this show made it to a second season. And still, I kept watching.
 
A headset-based metaverse far more resembles a book than television. If you’re focused on that book, you’re not focused on much else. There’s something poetic about books being the original metaverse. And maybe before that, it was churches. And before that it was campfires. And before that it was… well, all my readers who are skeptical of the theory of evolution can quit right here.
 
Maybe the metaverse will be the new book. It’s immersive. It commands our full attention. It’s used primarily for entertainment or education. It’s best experienced through portable hardware.
 
As for TV, it survives and evolves. The metaverse won’t cut into our TV viewing time, and it may add new social and interactive layers to the viewing experience.
 
While TV is a terrible medium to watch while reading a book, the NBCU event reminded me that there are a lot of very smart people trying to make the viewing experience better. That includes making the ad experience better, and you’ll get to see more of the fruits of that with your own eyes — no headset needed.

David

————————————————–
WHAT TO WATCH & READ:
————————————————–
Recent content shared by Serial Marketers and friends:

————————————————–
HOW TO SHARE
————————————————–

Thanks to Richy GlassbergScott MontyBob GilbreathMat ZuckerNancy HarhutE.B. MossPraveen Mishra, and Amy Gittelman for spreading the word about the newsletter recently.

Share it with five others who subscribe and receive 10 $CMO coins, along with other rewards. Even one referral will net you a coin (try it out).

Here’s your own personalized link, with more referral rewards for sharing the newsletter. Visit https://referralhub.page/serialmarketer to see how you’re doing.https://sparklp.co/823bcd55

Share via: Email | Twitter | Facebook | LinkedIn————————————————–
EVENTS
————————————————–

Please submit any events you’re hosting to our calendar at https://serialmarketers.net/events/. All times are ET.

UPCOMING SERIAL MARKETERS EVENTS

  • 4/6: First Wednesdays in-person NYC, Mason Jar on E 30th, 5-7pm. Hosted by our friends at Thece, thanks to our community advisor and advocate Zach Rozga. Come meet Zach while he’s in town, and enjoy a beverage or two of your choice.
  • 4/13: Serial Marketers Speedups on Upstream — connect with fellow marketers 1:1.
  • 4/20: Serial Marketers Community Salons, Co-hosted with Michael Bendit of Trusted Referral Network, the Community Salons bring guest speakers together to lead thought-provoking discussions and invaluable opportunities for connections.

SEARCHLOVE: SAN DIEGO
March 24 & 25, San Diego
“Power up your skills over two days, with cutting edge digital marketing presentations. From analytics and optimization, to content and paid promotions, all the crucial topics are covered.”
Register

SHOPTALK 2022
MARCH 27-30, Mandalay Bay, Las Vegas
“Shoptalk is where thousands of retail changemakers come together every year to create the future of retail. The Shoptalk agenda covers the latest technologies, trends and business models, as well as the rapid transformation of what consumers discover, shop for and buy—everything ranging from apparel and electronics to beauty and grocery. Shoptalk’s agenda leads the retail industry narrative and promises insights and perspectives not found anywhere else.”
Register

16TH ANNUAL HOLIDAY COCKTAILS GALA 2021
March 29, TRIBECA 360° 10 Desbrosses Street New York, NY
“Connect with friends to help support the TD Foundation and celebrate how we have helped wounded warriors and the families of our fallen heroes during this trying year. Serial Marketers is donating $500 in $CMO coins to their auction, so come by and place your bid.”
Register

SOCIAL MEDIA & INFLUENCER STRATEGIES SUMMIT
JUNE 7–10, Virtual Conference
“4 Days of Proven Social Media and Influencer Marketing Strategies from 50 Leading Brands. Learn the nuts and bolts of a successful social media strategy to position your brand for success. Assess and audit your current social media initiatives through real-life feedback, discussions and peer-to-peer learning. The best of both worlds: 2 conferences, 4 days, and 50 speakers help you maximize the performance of your social media and influencer marketing programs, and more…”
Register

————————————————–

JOBS
————————————————–

Keep checking out the #jobs channel in Serial Marketers for more. Better yet, subscribe to get updates from our job listing board. Here are some great opportunities shared in these places or sent to me directly.

InSync.AI
Marketing Manager
Remote
“At InSync.Ai, marketing is about understanding our customers and building awareness about how our products/services can satisfy their needs. Were looking for an experienced and versatile marketing manager who is hungry to do this and more. Our ideal candidate has experience developing and executing marketing campaigns while managing and inspiring a team. He/she will be comfortable with day-to-day marketing activities, as well as long-term strategy, thriving with tight deadlines and changing needs. If you are a people-person who loves the rewarding challenge of building a brand, we want to hear from you.”
Apply

iTutor
Email Marketing Manager
Via Celeste in the community
“We are looking for a talented, passionate, marketing email manager who uses innovation and instinct to deliver best in class email marketing experience. Our Email Marketing Manager, working alongside our highly collaborative marketing team, will take ownership of the lifecycle of our email marketing campaigns.”
Apply

SCHOLASTIC
Senior Publicist
New York, New York
Via Lia in the community
“The Senior Publicist within the Scholastic Corporate Communications department is based in New York and reports to the Director to support earned media and thought leadership initiatives. In this role, the senior publicist will proactively support Scholastic business divisions and corporate initiatives by drafting communications materials, creating plans in coordination with leadership, and pitching and identifying stories with the media. The ideal candidate has at least 3–5 years of experience in publicity reaching general and trade media, and is a strong writer, communicator, and story-pitcher as well as an emerging leader honing strategic skills.”
Apply

NTH CYCLE
Head of Marketing
Via Ted in the community
“Nth Cycle seeks an experienced marketing leader to own our marketing function and drive awareness and understanding of our company and technology amongst a variety of important audiences. Reporting to the CEO, you will be responsible for establishing annual marketing goals, selecting reliable channel strategies, and managing internal and external resources to achieve these goals. To be successful in this role, you’ll leverage a keen understanding of our important audiences, your experience in B2B marketing, strategic thinking, and a bias for action.”
Apply

Also, check out the Serial Marketers job board.

Other job resources:

  • AMA Job Board: Listings from the American Marketing Association (maybe you can also ask them anything)
  • Beeler.Tech: Job listings for ad operations, programmatic account management, sales operations, and more.
  • Braintrust: A freelance platform where you are the owner and where freelance talent keeps 100% of the bill rate.
  • Built in NYC: Jobs at a range of levels and functions, as long as you’re okay working in this quaint, backwater hamlet.
  • Content Writing Jobs: Content marketers, enjoy
  • Creative Women of Color: List yourself in the database and find talent, via Women Who Create
  • Demand Curve: Growth and marketing jobs
  • ExecThread: Senior roles spanning a range of verticals and cities; membership is free but fully vetted (this uses my referral ID to get you in faster)
  • Gently Ventures: Helps scale businesses by finding the right talent
  • Growth Collective: Apply to join this network of notable freelance marketers
  • Grace Blue Transitions: A portal for hirers and seekers with resources from this exec recruiting firm
  • The Hired Guns: An array of jobs in marketing and related fields at brands, agencies, and media companies
  • Hue: Amplifying voices of people in color working in marketing
  • Lunch Club: Match 1:1 around predetermined goals with accomplished professionals (free)
  • NYC Ad Jobs & Networking: A popular Facebook group
  • One Club for Creativity: COVID-19 jobs Board
  • #OpenToWork: There’s a channel in Serial Marketers where you can share what you’re looking for
  • Pangea: Hire college freelancers (and college students can get gigs)
  • Pocit: A platform connecting people of color with jobs in the tech industry
  • Questions to Ask for a Marketing Role: What questions should you ask when starting a new marketing role or job?
  • Serial Marketers Job Board: Post regular and featured listings and subscribe for updates.
  • Startup.Jobs: There’s a section for marketing jobs
  • Teal: One place to organize and manage your job search.
  • TechNY Daily: While more technical, there are also some sales and marketing jobs at NY startups.
  • VC Job Boards: AlephEniac VenturesPearSequoiaUnion Square Ventures
  • VentureLoop: Free startup job listings; their paid option is $15/month and might surface more leads (but it might not).
  • Venwise: Submit your job interests here and get in front of their roster of hiring leads; select “Serial Marketers” under “How did you find us”

Do you run or enjoy other job listing sites? Let me know, and I’ll share them.

————————————————-
OFFERS
————————————————-

Below are offers extended to the Serial Marketers community. To share your own or access the Premium member discounts, review membership options here.

GPO: Generate at least 20% more organic traffic. Doing a strong job in SEO but wonder if more traffic can be had? GPO will custom-build an AWS instance that will become a subdomain of your site, and generate at least 20% more traffic the first year. Contact Cory Cox in the community to redeem.

ContactSmarter: ContactSmarter is an AI tool that generates over 40% call booking rates without requiring human intervention. More details.

Markman Speaker Management: Get 15% off the half-day customized virtual training session “Get Speaking Engagements” for individuals or corporate staff through Dec. 31, 2022. Contact Steve Markman to redeem.

Thece: Get 10% off their Getting Started Kit — just let them know Serial Marketers sent you.

FocusedFounder
Get 5% back on any bookings of the FocusGrowth, and ReFocus plan. To receive your rebate, please contact me after you book the course.

My Software Tutor
My Software Tutor is offering all Excel and PPT courses through December 2021 at 50% off listed price. Learn the practical skills you need to succeed. Use promo code: SERIAL50. This code can be shared with friends and family. Register today on the MST website.

ReverseAds
Get 10% discounts on campaigns. ReverseAds reverses the search ad process, outperforming Google at a fraction of the cost. To redeem, contact Thom Feltz by email.

Northarc Media
Marc Lefton is offering brands a free one-hour consultation on your media mix to show how you can integrate programmatic. For agencies, you can get a free one-hour consultation on how to add programmatic to your service offerings. To redeem, contact Marc by email.

Secret
Sign up and use the promo code SERIALMARKETERS to get 20% off on any membership plan. Membership enables you to access all deals with unlimited usage. One deal should more than pay for itself.

Marpipe
Create an account and start a 7-day free trial for $125 in ad spend credit toward your first experiment with this multivariate testing platform. Redeem here. (Premium members get $175 in credit with a custom code)

Copysmith
Following a 7-day trial of this AI-powered marketing tool to generate ads, product descriptions, and more, use code SERIALMARKETERS for 35% off any plan for 3 months (premium subscribers get 50% off for 4 months).

Comments to: TV, the Metaverse… and Books

Your email address will not be published.

Want to get all the updates in your inbox?

Want to get all the updates in your inbox?

Get the Serial Marketer Weekly​

Categories

Archives

Join our community that brings global marketers together!

Join our community that brings global marketers together!

Every month, dozens of others join and add to the success stories of professionals who find business partners, save time vetting technologies, meet inspiring people, and learn new ideas that help them further excel in their roles and careers.