PHD Perspectives: The 4-D Media Experience - Ed Castillo - MediaBizBloggers

Inspired by the sight of the two laptops on my desk I recently had what you might call a quot4Dquot media experience On one screen the CSPAN feed of the Sotomayor hearings On the other TweetDeck following sotomayorTo my right there was traditional richvideo content delivering the three 39dimensions39 we are accustomed to Sight sound and duration To my left was public sentiment delivered in realtimeWhile I could use this column to discuss the scary but interesting dynamics of anonymously authored micoblog entries see Godwin39s Law it was eyeopening to see cascading divergent opinions fly with each statement she made I39m more interested in the blurring of traditional and usergenerated content that is accounting for more and more of my content experiences and yours as well I assumeMy Sotomayor hearings experience is an unusual explicit example of a 4D media experience but they happen all the time in less obvious ways Watching a twominute YouTube clip but spending twenty minutes reading through the adjacent quotflamewarquot of comments jumping blogtoblog as you take in various assessments of a given issue appreciating three versions of a song backtoback viewing different mashup videos supporting each version etc At every turn we are invited to interact with content we can comment on it forward it with comments rate it reedit it add annotation to it classify it with tags propagate it in social networks curate it on our own Tumblr pages etcI call this content quot4Dquot because it carries with it metadata that impact my experience eg He thought that was quotthe smartest talk he39d ever heardquot One39s experience of a particular video song posting etc actually is limited expanded sharpened contextualized informedamp8230mediated by the usergenerated data attached to it And brands that take advantage of these metadata for research andor to push a given agenda will have discovered a powerful toolNeed to strengthen a particular brand association say 39creative people use Macs39 Publicizing a usergroup discussion of film editors or music producers discussing their use of Final Cut Pro andor Pro Tools on their G5s is probably more meaningful and certainly less expensive than a new targeted TV spotThese 4D content experiences sit at the intersection of two powerful forces our desire to editorialize conspicuously on issues and the media 20 technologies that facilitate and propagate this editorializing This sociotechnical phenomenon is one of the driving forces behind several quotblursquot which PHD discusses at length in the book 39Media Agency 201439 PHD on the Future of the Media Agencyamp183 TV and Online Your next TV will likely incorporate a harddrive an Intel chip and an Ethernet cable so you can add your metadata to video content and pass them onamp183 Mobile phones and the PC As data throughput increases and mobile marketing goes from being a niche channel to being a highreach and highlysegmented channel more usergenerated metadatarich content will be available on our phonesamp183 Entertainment and Advertising The metadata of 4D content quickly turns entertainment into advertising what was merely quotfunnyquot before can become quotthat funny thing associated with soandso39s brandquot with the addition of 4D metadataamp183 Publisher and Consumer This is selfevident the very definition of 4D metadataAs someone who tends to watch TV with a laptop computer at the ready it39s nice to be able to lookup unfamiliar words or references I39ve had many 4D content experiences without being conscious of them The Sotomayor experience was different it made me realize that what some call quotmultitaskingquot can actually be a qualitatively unique richcontent experience When entertainment or information is mediated by opinion the original content changes in powerful ways ways critical to the central task of marketing which is to introduce strengthen or disrupt associationsEd Castillo SVP Director of Account Planning at PHD Media a Division of Omnicom You can follow Ed xandnotxRead all Edamp8217s MediaBizBloggers commentaries at PHD Perspectives MediaBizBloggers

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PHD Perspectives: The 4-D Media Experience - Ed Castillo - MediaBizBloggers

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