Supported by innovative technology,
Altia’s pumped-up video approach could
alter the way people view, consume, and
edit video. Historically, cameras have
come with one lens and an imager. Getting a very wide field of view required a
highly-distorting lens like fisheye lenses
or anamorphic lenses.
“We took a completely different ap-
proach and built a system which consists
of an array of cameras, where each cam-
era has a normal, non-distorting field
of view,” Khan explains. “Then, we use
both computer vision and imaging sci-
ence technologies to stitch them in real
time.”
Khan says these techniques support
powerful consumer engagement. For
example, a car manufacturer can use it to
create an experience that draws custom-
ers in by putting them in the driver’s seat
on a test track. “That experience be-
comes a way to associate or affiliate with
that brand,” says Khan. “That’s pretty
powerful in that it helps to tell a story in
a more compelling and enriching way.”
The Wrong Advertising
Approach
As he looks around at how consumer
electronics companies are spreading the
word about their new and existing innovations, Doug Garnett, founder and
CEO at Portland, Ore.-based Atomic Direct, says some — but maybe not nearly
enough — are turning to TV to do it.
Both Amazon and Google, for example,
have substantial presences on TV, which
they’re using to promote their brands and
their individual products.
“When Amazon has an interesting,
new electronic product that it wants to
succeed,” says Garnett, a member of the
Response Advisory Board, “they put it on
TV and in stores, which is an interesting
irony.”
In other words, companies that have
emerged from the digital evolution are
turning to traditional means of reaching
their customers. Most of the TV advertis-
ing is not performance-based, Garnett
points out, nor is it designed to drive cus-
tomers to retail stores to make purchases.
Instead, most of it is image-based.
“They’re using brand-style ads, and I’m
not very happy with
them,” Garnett says, laughing. “I think
a lot of the Amazon ads in particular are
pretty off target when it comes to what
consumers really care about.”
Garnett blames some of those adver-
tising missteps on the fact that digital
companies tend to use online testing to
determine effectiveness, and to figure out
whether an innovative product has mar-
ket potential.
“This is an error because it’s very difficult to get your message out purely online
for a product that’s highly innovative,”
says Garnett, noting that some of these
companies perceive TV as being too big
of an investment to risk early on, and
wind up putting a lot of effort into trying
to do clever things online (e.g., viral videos) that only work every now and then,
or sometimes must by accident. “Then
they walk away and say, ‘Well, that’s not
working,’ and decide that their product
is the problem. In fact, it’s simply that
they’ve used the wrong testing and/or advertising approach.”
NIELSEN
CABLE NETWORK
RANKINGS
Nielsen operates as an information and
measurement company worldwide. It offers critical
media and marketing information, analytics and
industry expertise about what consumers buy and
what consumers watch on a global and local
basis. TV audience data above is from Nielsen
NPM Sample and is based on live+same day
viewing during the time period Sept. 25-Oct. 29,
2017. Ranking is based on the projected audience
in 000s and the reportable day interval for each
cable network. For inquiries on the above, please
E-mail: sigma@nielsen.com.
Top 10 Cable Networks
MEN 18-34
1. Adult Swim
2. ESPN
3. Cartoon Network
4. TBS
5. Nickelodeon
6. Nick Nite
7. Comedy Central
8. TNT
9. FX
10. Fox Sports 1
1. Adult Swim
2. Nick Nite
3. Nickelodeon
4. Disney Channel
5. Cartoon Network
6. Freeform
7. USA
8. TBS
9. ESPN
10. Food Network
Top 10 Cable Networks
WOMEN 18-34
Altia’s PanaCast
2 features full
180-degree
images thanks to
multiple lenses,
artificial intelligence
technology, and 3D
capabilities.