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Frank Rose
New York
Author of The Art of Immersion
Recent Activity
When Advertising Week happened a couple of weeks ago, I joined a discussion about Absolut Silverpoint, a marketing campaign that ran in London for 14 days last April. Silverpoint was noteworthy because it was an app, not an ad. It... Continue reading
Posted Oct 12, 2015 at Deep Media
Last week I came across one of the more extreme commentaries on advertising I've ever encountered. Appearing on MediaPost, it was a diatribe about ad-blocking aimed squarely at Randall Rothenberg, the head of the Interactive Advertising Bureau, who is allegedly... Continue reading
Posted Sep 15, 2015 at Deep Media
Thanks, Sarah. Very interesting about the success of the live blog format in increasing time on site. Of course live blogging is mainly used for breaking news stories, which are particularly likely to keep people glued to a screen, so that makes sense. The Guardian certainly does this a lot—in fact they've got one going right now on the situation in Greece:
We're sup­posed to be living in an "attention econ­omy," right? But standard Web metrics don't really measure attention. Uniques, page views, monthly aver­age users—none of these take into account how long a visitor spends, whether the visitor is satisfied, or... Continue reading
Posted Jul 20, 2015 at Deep Media
When I talk about the future of media, one of the images I use to illustrate the transition from industrial-scale, mass-circulation newspapers to what we're seeing now is this one. It's from the August 28, 1835 edition of the New... Continue reading
Posted Jun 29, 2015 at Deep Media
The New York Times describes Charter Communications' $55 billion bid for Time Warner Cable as the result of "a tectonic shift in how Americans watch and pay for television." How tectonic is it? Recent surveys document two interconnected trends. More... Continue reading
Posted May 26, 2015 at Deep Media
"Great brands and great businesses have to be great storytellers too." So begins a video that Angela Ahrendts, then CEO of Burberry, prepared a couple of years ago for New York's annual Future of StoryTelling summit. Before she left last... Continue reading
Posted Apr 27, 2015 at Deep Media
In an article in Admap a couple of years back, noted branded content guy Graham Hodge said some very nice things about The Art of Immersion but observed quite rightly that the book "stops short of offering advice to brands."... Continue reading
Posted Feb 9, 2015 at Deep Media
Sarah, I suspect you have a point. But I don't think the problem is with the Pen itself—it's more a question of expectations. Decades ago, when audioguides were introduced, I'm sure they seemed like a major advance—you could actually tour the Met with Philippe de Montebello speaking into your ear! Now they just seem dreary. The Pen is far more interactive and versatile than the audioguides and the smartphone apps that are supplanting them, but it's not immersive in the way you describe. And if we're ever able to step into a Vermeer, I'm sure the Pen will seem quaint. But it will also be one of the things that helped get us there.
It's a happening time for museums. The Louvre, the world's most-visited, drew 9.3 million people in 2013. American museums get more visitors than theme parks and major league ball games combined. In a world of ubiquitous electronic screens, this puts... Continue reading
Posted Jan 28, 2015 at Deep Media
For anyone who follows not just stories but meta-stories—that is, stories about storytelling and how it's evolving—2014 was a pretty big year. Along with twelve months of shootings, bombings, protests, invasions, and epidemics, we've witnessed profound changes in the way... Continue reading
Posted Dec 30, 2014 at Deep Media
On Tuesday, October 21, I'll be partnering with marketing and communications expert Paul Woolmington to offer a special one-day program in Digital Storytelling Strategy. Co-sponsored by the Columbia University School of the Arts and the Columbia Business School, the full-day... Continue reading
Posted Oct 9, 2014 at Deep Media
Adam, nice to hear from you. I agree about the benefits of watercooler culture, virtual or otherwise—I just don't think we need blockbusters to get there. Which is good, because I don't think we're going to get blockbusters in the classic sense—hits yes, but a handful of massive hits that crowd everything else out, no. Which strikes me as a pretty healthy scenario.
Thanks, Arthur. An excellent point.
Thanks, Sarah. I totally agree. There's nothing inherently wrong with SEO. There is something wrong when it's used to game the system, tricking people into clicking on links that aren't going to give them what they want. Google's Panda algorithm—and in particular the updates that went into effect in 2013—was specifically intended to penalize low-value content farms like Demand Media. The good news is, it worked.
Summer is now officially over, and for Hollywood the results were not good. No, the industry didn't suffer a repeat of the string of debacles that hit last year, when one mega-budget picture after an­other—White House Down, The Lone Ranger,... Continue reading
Posted Sep 23, 2014 at Deep Media
Can the smartphone really save journalism? Can anything save journalism? Both those questions have been raised in response to my essay in the current issue of Wired. Titled "Immerse Yourself: Why the smartphone means a golden age for journalism," the... Continue reading
Posted Aug 7, 2014 at Deep Media
When Kaltura, the company whose open-source video platform is used by everyone from the World Bank to Columbia Business School to HBO, asked me to be a judge for last week's Video Experience Hackathon, I was quick to say yes.... Continue reading
Posted Jun 26, 2014 at Deep Media
Behind the savage bloodshed, naked power lust, and epic betrayals that make HBO's Game of Thrones so enthralling to watch are the languages created for the show. The Game of Thrones conlangs—short for "constructed languages"—were developed by David Peterson, the... Continue reading
Posted Apr 15, 2014 at Deep Media
For years, people have been speculating about the day when viewers would go "over the top," cutting their cable or satellite connections and getting TV online. It hasn't really happened, since even with Hulu and Netflix, there was no viable... Continue reading
Posted Mar 17, 2014 at Deep Media
The Official Guide to Social Media Week New York 2014 How can we regain control, establish balance, and preserve what makes us human? This is what we will be exploring during this year's Social Media Week. So ends a series... Continue reading
Posted Feb 13, 2014 at Deep Media
After last fall's Future of StoryTelling summit in New York City, founder Charlie Melcher asked me to write a short essay summing up the experience for a book that would be sent to attendees. As a member of FoST's board... Continue reading
Posted Jan 13, 2014 at Deep Media
Thanks, Daniel. That's a good question. I certainly don't think it's going to achieve smartphone-like penetration. But I think the people who want a head-mounted display like the Oculus Rift are going to really, really want it, even if they're not a huge subset of the population. I suspect it will resemble the participation levels of deeply immersive entertainment experiences like Why So Serious? for The Dark Knight—they take on a funnel shape, with large numbers of people following the action online, smaller numbers of people solving puzzles and contributing to the online discussion, and even smaller numbers of people venturing out into the real world to retrieve cakes that turn out to have phones in them. The deeper the engagement, the fewer the participants, and the greater the reward. I could be wrong, but that seems to be the pattern.
When JWT Intelligence announced its "10 Trends for 2014 and Beyond" recently, trend #1 was "immersive experiences." Certainly you can feel this in New York: From Punchdrunk's Sleep No More (now running for nearly three years) to MoMA's Rain Room... Continue reading
Posted Dec 17, 2013 at Deep Media
For a couple of years now, “transmedia” has been the buzzword most people use to define story­telling in the digital age. But while telling a story across different media formats (video, text, game, what have you) can be an effective... Continue reading
Posted Nov 27, 2013 at Deep Media