Monday, February 28. 2011
So today sees the start of the new product placement rules on British TV.
I can’t help but wonder what impact this will really have for the TV landscape and communications professionals.
Some reports suggest as much as up to 5% of total TV revenue will come via this route, but at the lower end some are predicting £35m per year . . . so is it really worth it . . . and what impact will it have on the communications and editorial sectors that focus on delivering the subliminal messaging of brand placement.
So as of today lets all be looking out for the P sign (above) at the start of a programme, which if based on current information would suggest only a few programmes as yet, and means that for now the only reference I’m going to see for a P will be if I’m watching reports of years gone by from decade of Bob Holness and Blockbusters and ‘Can I have a P please Bob’
As a broadcast evangelist it is my job to digest all information and understand it, and as such share it also so if you have any queries or want some information on how it could work or impact on you and your brand please feel free to email me at TVplacement@markettiers4dc.com
I can’t help but wonder what impact this will really have for the TV landscape and communications professionals.
Some reports suggest as much as up to 5% of total TV revenue will come via this route, but at the lower end some are predicting £35m per year . . . so is it really worth it . . . and what impact will it have on the communications and editorial sectors that focus on delivering the subliminal messaging of brand placement.
So as of today lets all be looking out for the P sign (above) at the start of a programme, which if based on current information would suggest only a few programmes as yet, and means that for now the only reference I’m going to see for a P will be if I’m watching reports of years gone by from decade of Bob Holness and Blockbusters and ‘Can I have a P please Bob’
As a broadcast evangelist it is my job to digest all information and understand it, and as such share it also so if you have any queries or want some information on how it could work or impact on you and your brand please feel free to email me at TVplacement@markettiers4dc.com
Sunday, February 27. 2011
It’s incredible to think that you only have to go back to the start of 2005 to find a world without YouTube, yet now, according to Bruce Daisley, the company’s Head of Sales in the UK, 24 hours of video is uploaded to the site every minute.
That’s quite a bit to watch! In fact, 42% of all time spent online includes exposure to online videos with 6.65bn videos having been viewed in September 2010 by 35.1m viewers in the UK spending over 561m hours watching them (comScore). And if you think that’s a lot, Cisco say that by 2013, 90% of internet bandwidth will be video.
We can therefore take it as read that as a brand, to communicate with your audience, you will need to either advertise around video content, or produce it yourselves – and if you know anything about markettiers4dc, you’ll know which of those two camps we sit in (that’s the one that says produce your own by the way!).
Now, sometimes (actually, quite often), when it comes to broadcast PR & marketing, we do something at markettiers4dc that no one else has done before and so we just have to shout about it. So is the case with the latest addition to our armoury in terms of ways to engage with your audience through YouTube, by creating a truly interactive retail channel for your brand.
OK, we’re not exactly the first to create a custom retail channel on YouTube – successful examples from 2010 include French Connection and Waitrose. However, what we’ve managed to achieve, by working with the team at Google, is to integrate our LinkTo(TM) technology that has proved successful in increasing average shopping baskets for brands such as Jaeger, into the YouTube environment. We will be launching this in the next few months for Start Rite Shoes.
Whereas the likes of French Connection have to work with the limitations of YouTube’s annotations, we can integrate all the functionality of LinkTo into the channel that no one else has currently done.
What does this mean exactly? Well, we can track any product as it moves across the video, making it interactive so that a viewer can click on it for more information, pausing the video, so if interested, can then add it into their shopping basket on your ecommerce site, before returning to the video to carry on viewing and hopefully shopping for more items. The product data that they see when they click on the item can be called in live from an RSS feed, so if you are running promotions, the prices can be updated automatically. Jaeger, whose catwalk videos we make interactive on their website, have seen average shopping baskets increase by over 300% from people shopping through the LinkTo video, so we know it works!
We can also integrate data collection forms into the interactive hot spots, so if you want to use the video to build a mailing list, we can help do that too. Basically, there isn’t much we can’t do, so challenge us and send a brief to russ@markettiers4dc.com.
So great! You’ve decided to produce some video content, let’s assume the most engaging, exciting, funny, informative video on your chosen topic. You’ve uploaded it to YouTube, perhaps in your retail channel. The question is how do you get anyone to watch it? Well that’s where we recommend you use every network available to you on our Tube map analogy (below).
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Broadcast, online and social media are living breathing interconnecting networks of channels that can be taken advantage of to take your message to your audience, or drive your audience to you.
Long gone are the days when your broadcast strategy should be all about a ‘radio day’ to raise awareness of your campaign – in fact, it never should have been just that – but particularly now if you have video collateral that you want people to see.
The good news is that any one of our tube lines will enable you to engage with your audience, but just imagine if you had the time and budget to use all of them when relevant. Integrating your broadcast and social media activity is when you will get the best return on your investment by driving advocacy through the many seamless connections available to reach your audience.
That’s quite a bit to watch! In fact, 42% of all time spent online includes exposure to online videos with 6.65bn videos having been viewed in September 2010 by 35.1m viewers in the UK spending over 561m hours watching them (comScore). And if you think that’s a lot, Cisco say that by 2013, 90% of internet bandwidth will be video.
We can therefore take it as read that as a brand, to communicate with your audience, you will need to either advertise around video content, or produce it yourselves – and if you know anything about markettiers4dc, you’ll know which of those two camps we sit in (that’s the one that says produce your own by the way!).
Now, sometimes (actually, quite often), when it comes to broadcast PR & marketing, we do something at markettiers4dc that no one else has done before and so we just have to shout about it. So is the case with the latest addition to our armoury in terms of ways to engage with your audience through YouTube, by creating a truly interactive retail channel for your brand.
OK, we’re not exactly the first to create a custom retail channel on YouTube – successful examples from 2010 include French Connection and Waitrose. However, what we’ve managed to achieve, by working with the team at Google, is to integrate our LinkTo(TM) technology that has proved successful in increasing average shopping baskets for brands such as Jaeger, into the YouTube environment. We will be launching this in the next few months for Start Rite Shoes.
Whereas the likes of French Connection have to work with the limitations of YouTube’s annotations, we can integrate all the functionality of LinkTo into the channel that no one else has currently done.
What does this mean exactly? Well, we can track any product as it moves across the video, making it interactive so that a viewer can click on it for more information, pausing the video, so if interested, can then add it into their shopping basket on your ecommerce site, before returning to the video to carry on viewing and hopefully shopping for more items. The product data that they see when they click on the item can be called in live from an RSS feed, so if you are running promotions, the prices can be updated automatically. Jaeger, whose catwalk videos we make interactive on their website, have seen average shopping baskets increase by over 300% from people shopping through the LinkTo video, so we know it works!
We can also integrate data collection forms into the interactive hot spots, so if you want to use the video to build a mailing list, we can help do that too. Basically, there isn’t much we can’t do, so challenge us and send a brief to russ@markettiers4dc.com.
So great! You’ve decided to produce some video content, let’s assume the most engaging, exciting, funny, informative video on your chosen topic. You’ve uploaded it to YouTube, perhaps in your retail channel. The question is how do you get anyone to watch it? Well that’s where we recommend you use every network available to you on our Tube map analogy (below).
Broadcast, online and social media are living breathing interconnecting networks of channels that can be taken advantage of to take your message to your audience, or drive your audience to you.
Long gone are the days when your broadcast strategy should be all about a ‘radio day’ to raise awareness of your campaign – in fact, it never should have been just that – but particularly now if you have video collateral that you want people to see.
The good news is that any one of our tube lines will enable you to engage with your audience, but just imagine if you had the time and budget to use all of them when relevant. Integrating your broadcast and social media activity is when you will get the best return on your investment by driving advocacy through the many seamless connections available to reach your audience.
