Embed Size (px)
Citation preview
Interactive
Storytelling:
The slope of
enlightenment ?
4 years after it appeared in the media
vocabulary as
…interactive storytelling has now
entered a phase of negative
perception.
This is a normal phase of a cycle
before its rebound
under a deeper form…
… and this rebound
has already started.
Really ?
In March 2000,
the internet bubble
burst…
…and then took 10 years
to strongly rebuild itself
progressively.
Models and curves for this
started to appear:
All innovations seem to follow
the same cycle pattern:
Experimentation Adaptation Adoption
Each innovation starts out with tremendous promise.
Prophets arise to claim that a new world has arrived. We
listen. We dream. We hope. We become disillusioned.
Finally, each innovation becomes integrated to the
methods and innovations that came before.
None is a panacea; all contribute to the whole.QualBlog/ Jim Bryson
The Gartner Hype Cycle reflects
the pattern very well:
Examples :
Cycle des technologies émergentes 2013 (Gartner)
Cycle des technologies émergentes 2014 (QualBlog/ Jim Bryson)
Hype Cycle for Media and Entertainment, 2014:
On the Rise
Programmatic TV Advertising
Programmatic Direct Advertising
Media-Embedded Merchandising
TV App Platforms
Augmented Reality
Transactional Ad Units
Ensemble Interactions
At the Peak
Automatic Content Recognition
Personal Cloud Entertainment Platforms
OLED TVs
Data-Driven Marketing
Social Media Analytics
Video Search
Internet Radio
Social Network Analysis
Sliding Into the Trough
Social Analytics
Social TV
Connected Televisions
Social Commerce
Digital Offers
Internet TV
Master Data Management
Over-the-Top Set-Top Boxes
Social Media Distribution
Enhanced E-Books
Mobile News Readers
Social Gaming
Digital Subscription Management
Online Video Publishing Platforms
Media Discovery and Recommendation Engines
Climbing the Slope
Addressable TV Advertising
Music Streaming in the Connected Home
Mobile Ticketing
Social Profiles
Dynamic VOD TV Ads
Mobile Advertising
Connected Portable Media Players
Socialcasting
Intellectual Property Rights and Royalties Management Software
Mobile Social Networks
Media Engagement and Viewability Metrics
Entering the Plateau
Rich Media on Demand
Consumer-Generated Media
Game Consoles as Media Hubs
Consumer Digital Rights
Management
Rich Media — Live Streaming
Where is interactive storytelling
today on the Hype Cycle Curve ?
Oh no! In the ditch? But
why?
Inflated expectations
from the media and commissioners
have not been met:
- expected increase in broadcasters
web traffic has not happened
- natural reluctance to change
in major institutions
has a strong passive impact
- naturally passive audiences
have not magically transformed
into a participatory community
- we are still struggling
with the infancy stage of interactive
narrative language, like 100 years ago
with the budding language of cinema…
Where are the signs
of our soon-to-come climb back up
the slope of enlightenment?
Advertisers keep migrating
from TV to the web, forcing TV to
progressively embrace
interactive content.
TV will therefore remain
a key financing source
for interactive content, even though it
sees it still as a marketing tool to
promote its traditional program grid, and
not as native content.
But…other media
are now appropriating
interactive storytelling:
1. Printed Press: Killing Kennedy/
National Geographic
2. Museums: Quai d’Orsay/
Restauration of « L’atelier du
peintre » by Courbet
3. Brands: CocaCola China - Chok!
Chok! Chok! (gamification)
4. Advertising: British Airways
5. Advertising: Adidas Mi Pista
6. Games: Assassin’s Creed
7. Virtual Reality: Polar sea 360°
8. Vie réelle
9. Real Life: sécurité routière
10. and many others…
CONCLUSION
While we, interactive storytellers
and producers, finish our fall
into the trough of disillusions, we can
look forward to our climb on the slope
of enlightenment by diversifying our
platforms and partners.
