the evolution of media consumption
first of all - if you haven't heard of or checked out the new website HULU then you need to click that link and get with the program...for those of you not in the know, HULU is the "YouTube Killer" that FOX and NBC, along with their networks, hashed together to offer their content through their own portal. ABC & the Disney family keep their content locked up behind ivory towers though making you visit their website to gain access to some of their content. HULU content includes full streaming episodes, movies, shorts, etc and includes some social networking features. With this and other media revolutions are changing the landscape of media and creating a seismic shift in how consumers are viewing their media these days. in a recent new york times article i was shocked to learn that the office premiere back from september had 1 in 5 viewers watching the episode on their home computer.
with the likes of video-on-demand, streaming content via the internet, DVR, TiVo and many more; the television program is becomming a different medium...tv is no longer tv, it's now just content with limitless boundaries for broadcast and few controls for advertisers. and with the rise of devices that allow consumers to control how and when they watch this content (PSP, iPods, iPhones, SlingBox, etc) people are not only able to determine how they'll watch it but also where and when. not to mention the media extenders that are coming about such as Apple's iTV and Microsoft backed Media Servers that already allow folks to setup a home media network so they can even stream video from sites like HULU, iTunes, Amazon Unbox and Joost directly to your TV...talk about true on-demand...not to mention ability to stream in HD!
what i find to be the most interesting of this whole media revolution is how it'll change the way brands advertise and leverage their marketing dollars. people are already beginning to see the decline in value for tv spots now that they can so easily be fast forward through. so what are brands to do? how can they still show up on TV and hit home with consumers to make the pitch? my answer, sports.
granted i work in the sports field so my answer may be a bit bias...but it is true. where else do you have a captive audience for multiple hours that you can take your brand and immerse it with a player, team, league or broadcast to provide fans with brand message points, consumer/brand interactions via promotions/sweepstakes and branding all in one programming segment...be it a game, season or playoffs? while some may argue the sports field is cluttered - that's partially true - but isn't TV just as cluttered? every category and brand is covered across television and multiple shows. no one really pays attention to know whether or not Car Maker X is the official car for commercials during the office...however fans will know that Car Maker X is the official partner of the NFL, or New York Yankees or the NCAA March Madness. not to mention you are connecting with a fan's passion during these times which has shown a correlation with stronger brand affinity and purchase intent.
anyhow the times article is an interesting take on the state of media consumption. with the recession at who knows what point of the cycle pending on the coverage you watch - brands are definitely going to be cutting back some dollars where they can over the next few years...in our trade journals people are expecting dips in our business given that sponsorship compared to tv metrics doesn't measure apples to apples but when those tv avenues are evaporating almost daily before our eyes i feel our industry will emerge to help brands bridge that gap that the new world of tv will be missing.
opinions? thoughts? sarcastic remarks? would welcome any and all.
Comments
The One Show competition in May was begging for students to stop submitting print campaigns and to start experimenting with the possibilities of the Internet and emerging technologies.
It's a new age where people want what they want when they want it and how they want it. No longer are people forced to sit in front of the lone television in their living room to watch their favorite shows. No longer do we need to carry a radio around to listen to music (I've got Pandora going right now at work). Advertisers are going to have to adjust quicker than the people do. You can't start doing podcasts now and rely on it as a medium that will exist for years to come, you need to guess what is going to be next.
Nice read.