When TV and the Web truly merge – 3 Distinct Marketing Opportunities
Our TV viewing experience is on a collision course with the interwebs. Some of us already own internet enabled TVs, while others connect their TV through peripheral devices like AppleTVs, PS3s, DVD players, etc. Alternatively, we’re able to view TV programming online through sites like Hulu and apps from networks like HBO, ESPN and many more. In case you haven’t heard the rumors, Apple is apparently working on their own TV. Perhaps this will be the tipping point that moves the entire television industry forward as Apple did with telecom industry by introducing the iPhone.
We now regularly see traditional TV broadcasts encouraging viewers to multitask. Think about how often you see that little blue bird suggesting you should ‘join the conversation’ on Twitter. Now imagine the mediums were truly connected and you could respond directly without searching or typing a URL. This process may still involve a separate device like a tablet, phone or laptop, but the future integration could be seamless compared to today’s experience.
The use of the mobile app Shazaam by Bud Light and Old Navy is an interesting example. With one touch, Shazaam (using audio recognition software) provides the user with an online experience directly tied to the brand being promoted in that commercial. Merge this technology with TV check-in apps like Get Glue and social TV guides like Yap.TV, and you may have a glimpse into the viewing experience of the future.
But what will this convergence of TV and the Web mean for marketers?
Here are three distinct opportunities:
Paid Advertising
Paid advertising will certainly exist within this new paradigm, but the targeting will become much more precise and the opportunity to drive immediate action becomes more viable.
The TV/Web convergence will democratize content by cutting out the gatekeepers (cable providers), leading to many more choices for viewers. This also means more choice for marketers and more clutter for everyone to contend with.
Imagine you search for food and right next to the Cooking Channel and Food Network you have a list of the most popular cooking content on YouTube. YouTube is already betting on this by directly funding original content.
This means marketers will soon be exploring the opportunity to advertising around an even longer tail of niche video content. Shows that are popular with local and regional audiences also become more viable if a brand is interested in geo-targeting. From a creative standpoint, brands will be inclined to develop a variety of different spots for each campaign in an effort to be more relevant to specific audiences.
And what about the call-to-action? Brands that would otherwise focus their TV dollars on ‘image’ advertising will be motivated to promote offers that solicit an immediate reaction. A viewers social graph (Facebook friends, Twitter followers, etc.) will be tightly integrated into the viewing experience, so there will also be a unique opportunity to encourage sharing with group discounts and provide incentives for referrals. As you can see, these changes will impact a brand’s overall strategy, creative, merchandising, media placements and more.
Creative Partnerships
When it comes to paid advertising, marketers will not only have an opportunity to place spots around niche programming, they will be motivated to influence the actual content through creative partnerships. While traditionally this may have only been a viable tactic for large brands, more content will result in more producers looking to offset production costs with product placements, sponsorships, brand integration and more. If a brand is targeting a narrow audience in terms of the subject matter or geography, a creative partnership could be a win-win.
For more on branded content check out the GY&K Theater of Public Influence podcast from earlier this year dedicated to the topic.
Original Content
While brands will certainly pay to advertise around third-party content and take advantage of creative partnerships, perhaps the most important opportunity will be to create original video content. This type of content is different from creative partnerships because the brand truly owns the production from start to finish.
If you sell organic food, why not produce a cooking show?
Own an apparel company? How about a weekly showcase pairing fashion and accessories?
Manage a healthcare practice? Consider a Q&A series with physicians.
Just like any original content you produce for the Web, the goal is to position your company as a trusted resource.
One big question is how will we find content when TV and the Web merge. We will certainly rely on filters to narrow down the options, but will this mirror our current online search experience in terms of paid placements and organic listings? Will content owners bid on search terms specifically for video content? Will collaborative filtering (think Amazon) provide suggestions based on our viewing history or will a social TV guide based on the preferences of our friends become the ultimate reference tool?
It’s too early to tell, but we know the volume of content is going to increase significantly, so marketers will be forced to think creatively about what they produce and the strategy for distribution…….especially when the Web is inextricably linked to the big screen in our living rooms.
Brady Sadler is the VP of Business Development & Marketing at GY&K. Connect with him on Twitter: @BradySadler
