Watching apart together.How brands can leverage the social qualities of TV (again).Dominique Poncin / Boondoggle Leuven
TV, (still) the holy grail of advertising.
TV in the 50s
TV Today
Orthodox marketing LOVES TV
€ 80.651.000 € 1.161.223.000€ 759.259.000
2007 media investments in BelgiumSource : CIM MDB
Evidence : media spendings
Source : Ad glut turns off viewers http://www.usatoday.com/life/television/news/2005-10-11-ad-glut_x.htm
programming 40:30
commercials 13:49
promos 5:45
Evidence : on screen
Meanwhile in the living room...
Initiative BVA study NL 2005Observation of 100 people during 100 everings
Five observations which challenge conventional brand thinking.
1. Media explosion vs limited attention.The audience isn’t listening anymore, multitasking instead.
Graph courtesy by Millward Brown / Richard Huntington
2. Consumers do more than consuming.“Digital thinking” reaches beyond the internet.
3. Transparancy tyranny
Brand promise doesn’t equal brand
reputation.
Picture : Trendwatching.com
4. The end of traditional brand building.3 times more € spent on price cutting as on ‘brand building’ in FMCG.
Picture : Andreas Gursky
5. Brands becoming too big for advertising.In 2006, Nike spent just 33 percent of its $678 million US comms budget in traditional media.
Over-the-top TV & brands :new delivery, same recipe?
“Less commercial time. Like, 90 percent less -- as little as one minute per hour of viewing, if projections pan out.”
Difference #1 : less but better targeted advertising
“At present, Hulu is running traditional 30-second ads in long-form video -- albeit with only 25% of the ads one might have to sit through while watching TV.”
Difference #2 : more choice
But... is there more to internet TV than “less advertising and more choice”?
Gimmick
Mirror
Art
Online TV is still very much a CC of traditional TV
Social Natureof
the InternetTV
Internet TV asan Artform+ =
Top 3 uses of the Internet are social
Case 1 : Honeyshed
“we want to create the digital version of the shopping mall, a place where
fans can celebrate their brands.”
Case 2 : channl.tv
Case 3 : Bebo
first in audience engagement
• 155 daily episodes of 4 mins • 35 million views• Sponsored by Microsoft, P&G, Warner Music, Orange• Paid each approx. € 375.000
the gap year trailer :http://www.youtube.com/watch?v=-ms2IidglU4
conclusion?
people and brands meet in a natural
environment
content gains usage-value and social currency
the paradox : when tv becomes
social again
Online TV will reach its full potential when :
Dominique Poncin / [email protected]+32 486 59 00 20