Mobile video app consumption changing the media landscape

“Traditional communications channels have mutated, fragmented and diversified to create a spectrum of media experiences that give consumers unparalleled options and freedom of choice,” Cate Connolly, Universal McCann, cited Kandpal, (2014).

Cate Connolly’s observation certainly resonates; as digital media has become the new way in which brands and media agencies communicate with their audiences. More brands are now utilising Below-the-Line (BTL) direct marketing methods (PR, promotion, events, social media and content marketing) because it’s cost effective and reaches a smaller target audience than traditional Above-the-Line (ATL) media methods used to target a larger more general audience through television, radio and print. (Mansoor, 2015).

According to the Sensis Social Media Report (2016), Australia’s digital media landscape continues to evolve rapidly for both consumers and businesses. Almost three quarters of Australian’s are now on social media and spend more than half a day per week (12.5 hours) on Facebook alone – which makes this more than just a passing fad and a wake-up call for business. This is where consumers are and where brands can engage with them.

In Australia, smartphones are the most popular device owned by consumers. When creating content, brands and media agencies must take into account where, when and how their audience is going to absorb that information and have a “mobile first” mentality (Sensis Social Media Report, 2016).

According to Eventbeat (2016), live video streaming apps are rapidly rising as the next unique and innovate way to advertise and communicate with an audience.  Following the success of independent apps, Periscope (2016) and Meerkat (2016), other business with a huge online influence, such as Facebook Live (2016) and Yahoo Live (2016) have decided to try and capitalise on the demand of the interest generated.

Mark Zukerberg, co-founder of Facebook, is obsessed with live video streaming and suggests that it is the next step in social networks evolution, (Oremus, 2016).

Why should brands and media agencies use live streaming apps?

Some social commentators believe that written content is dead (Biro, 2016). Live streaming apps allow brands to communicate live with their audience as events happen – in real time.

The benefits of live streaming apps are (Biro, 2016):

1. It is more authentic – putting a human-face to a brand or product;
2. It is not static – brands can create content on the go and upload live straight to the app such as Facebook Live (2016), Twitter’s Periscope (2016) or Meerkat (2016);
3. It is engaging – live streaming apps give the perception that something is about to happen, bringing the consumer and the brand together in real time. For example, a behind the scenes before a product launch or inside a meeting to humanise a brand;
4. Can be used with other (new) technology – such as live streaming from a DJI drone to Facebook (Goldman, 2016).

So will live streaming continue to play a part in advertising into the future? It’s hard to tell but all brands should be utilising this cost effective tool.

 

National University of Singapore – Science Summer Camp July 2016

In July 2016 I had the opportunity to chaperone five National Youth Science Forum students for a weeklong excursion to Singapore for the National University of Singapore’s Summer Science Camp (NUS SSC).

NUS

It was my first experience as a chaperone so I was a little anxious about the assignment. It turns out there was no need to be. I had the best group of students any chaperone could ask for.

The NUS Science Summer Camp is designed to stir curiosity and inculcate a life-long fascination for science into the students through inspiring lectures by university professors, creative workshops, engaging demonstrations at state-of-the-art laboratories and visits to research labs at NUS for an experiential learning in a supportive and intellectually stimulating environment.

Gastronomy workshop

As an ice-breaker, the students took part in a gastronomy workshop where they learnt the science behind ice cream including the opportunity to eat the finished product; became a forensic scientist to solve a murder mystery using DNA analysis techniques; explored sub-atomic and molecular structures using an electron microscope in the nanotechnology workshop and; witness a number of scientific demonstrations to discover their specific area of interest.

Natural History Museum

One of the highlights of the program was the opportunity to engage with students and teachers from over 13 countries in the South-East Asia region. For most students, it was their first glimpse of life on campus; living in student accommodation and learning to navigate their way to lectures and lab visits – without the assistance of teachers and parents – as students new to university life would have to experience.

Apart from the lab visits and lectures we, were taken on a guided tour to top tourist destinations including a city tour with an afternoon spent at Sentosa Island with its many fun park rides and the famous Madame Tussaud’s Wax Museum, followed by a swim at Sentosa Beach.

Outside of the structured program, the Australian group learned to navigate through the university using its local buses and headed into the city through the underground rail system with its efficient driverless trains. We walked through the stunning light show at Gardens By the Bay followed by dinner at Satay Bay – a hawker style eatery. A trip to Singapore would not be complete without stopping at Orchard Road for some late night shopping and people watching.

A highlight for two of the Australian students was celebrating their 18^th birthday while in Singapore.

On the final day, the Australian contingent broke into seperate teams to compete in the Summer Camp Science Quiz. Two of the Australian students won first and second place – what a great way to end our Singapore experience.

NYSF celebrates National Science Week 2015

The National Youth Science Forum recently took part in Science in ACTion, part of the ACT’s National Science Week activities.

National Science Week is Australia’s annual celebration of science and technology and thousands of individuals – from students, to scientists to chefs and musicians – get involved, taking part in more than 1000 science events across the nation.

On the first day, school groups ranging from years 9 to 12 who study in the Canberra region visited the event, learning about the many organisations involved in science activities in the ACT and surrounding areas.

Saturday was Community Day, which kept our NYSF volunteers busy answering questions about our programs and demonstrating the very popular Van de Graaff generator and Oscilloscope, which were kindly loaned by the ANU Physics Education Centre.

NYSF Chief Executive Dr Damien Pearce said, “Participating in this event would not be possible without the support and generosity of NYSF alumni both from on campus at the ANU and living in the area. This year, 15 of our alumni helped us out at the event, which saw an estimated 5000 people visiting over the two days.”

NYSF partners ANU, Lockheed Martin, ANSTO and UNSW were also involved in talks and demonstrations throughout the Canberra event.

By Julie Maynard