Marketing for the Third Screen
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Marketers are about to aim at the third screen: the one on the cellphone in your pocket.
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When everything gets an API then everything you can imagine will be possible if you can write a script.  And sometimes, to give you an idea, all that has to happen is that a wall come down. The latest, most intriguing such wall was the paywall at the NY Times. Now all of a sudden we find the wealth of information published by the NY Times over many decades is available without tariff. More important, we can point into the archive. We've gotten so accustomed to the wall, that you actually have to think when it may be possible to go in there, as if it left behind a wall in our minds, even after the wall on the web is gone. For example, the first episode of Ken Burns's The War, an epic series about World War II from the American perspective, cited several NY Times articles. If you looked carefully you could see the dates, and the actual headlines, and then if you have a browser handy, as I do (I have an iPhone) you can actually read the article while the narrative continues. Today this is mostly a gimick, but I suspect as we get used to having history so available (like having a library microfilm machine, which I used to spend whole days playing with when I was a kid) it will change our sense of information, perhaps as much as anything else that's ever been on the web. Take movie reviews for example. What a thrill to be able to read a review of a movie that I love that came out in 1932! The reviewers back then were more forgiving, less sarcasting, more enthusiastic. Consider their review of the Hollywood Revue of 1929, a favorite of mine that I've only seen once (I'd pay for a DVD, if it were available). They loved audible movies (that's what they called them) as if the term "talkie" was as elusive as "podcast" was in the summer of 2004. Again, we've just scratched the surface. Wouldn't you like to have NY Times movie reviews integrated with Netflix? Or have Yahoo's movie rating service available on the NY Times site. And I have to wonder whether they really have gone all the way. You can't see the reviews unless you're logged in. Can Google's robots, therefore, see the movie reviews? Unless the've made some special arrangements, it seems not.  It would be helpful to get a technical guide to the newly hatched NY Times on the Web, or (as in the old days of software) a reviewer's guide, so we get some ideas of what to look at. Clearly a lot of work went into opening up the Times archive. I'm going to be in NY the week of October 8 and will have some time toward the end of the week. If anyone at the Times would be willing to spend some time with me reviewing what's now open, that would be helpful. In any case, at least the Times today is somewhat more available to be integrated into the fabric of the web. That's some progress. How much, remains to be seen. Postscript: Kottke did a great job of skimming the surface of the newly opened Times when it first came online, just one week ago today.
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Group to push development of HD DVD hardware and content, plus try to drive commercial adoption.
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Effort is part of industrywide movement to bring the brighter, energy-efficient screens to the mass market.
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Company is working on flexible display technologies.
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Sony's trying to encourage sales. But do consumers care about video?
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While many industry and internet specialists agree that a genuine convergence between technology and content for mobile has been achieved, many questions still remain on what exactly are the opportunities for local merchants and search marketers. Is now the time for search marketers to enter mobile and bring their clients with them?
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A new, low-cost open frame display from Digital View (www.digitalview.com)  offers OEM system developers and integrators a flexible and  cost-effective means of creating non-networked digital signage  solutions.
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X-clusive While most companies are looking to rent films over their mobile phone networks, 3 has started selling phones through a film rental network.â¦
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The future of advertising isn't writing better slogans or using cool photography or video. It's creating interactive stories people can explore over their phones, on the web, maybe even through a flash drive hidden in a bathroom. It's a new art form. Just ask Nine Inch Nails' Trent Reznor.
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Advertising space is scarce. No wonder advertisers are innovative when it comes to taking advantage of under-utilized real estate - such as the human skin.
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The company has come up with some on-demand advertising. Will it woo viewers?
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The video game industry has become a force to be reckoned with in the entertainment business. Now it wants a share of the advertising pie.
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The growing popularity of small-screen video devices is ushering in a new era of content to go with them.
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New 3D menu system will take advantage of forthcoming game service.
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When 3G, or "third generation" technology becomes more widespread in the United States the feature that appears most likely to excite consumers will be the enhanced ability to use their mobile devices to get directions and navigate.
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Want to get into the market for DVD players? Intense competition and standardization mean that you might make more as a mime.