I had the pleasure to attend my first PhIMA – Philadelphia Interactive Media Association event last night. It was jam packed with interactive designers, programmers, advertisers/ agencies and content providers. And as for it being my first time, it made quite the impression.
The panelists included execs from PointRoll, Hulu, Digitas Health, WebMD and Tremor Media. All of whom gave great background on their company’s situation as it stands right now in regards to online video.
Now, I’m not going to recap what happened, as it was a long evening… and you really should plan on attending one of their next meetings.
But the conversation truly surrounded the complexities of planning around a medium that was created for immediate gratification (web); however, the learning curve required by advertisers/ sponsors & agencies is missing.
Here are a few key points:
1) Content – advertisers are looking and demanding for professional standards; not UGC – User Generated Content. I can’t blame them… I mean, what advertiser wants to put their brand up next to “kid skateboarding and breaking his leg.” But it’s no longer a one hit wonder either… that’s the You Tube’s of the world. The web media networks enable the viewer to now become engaged to the point of wanting to come back to the same portal/ website and continue that experience.
2) Storytelling – to piggyback off of #1 – the content needs to be in the lines of how the industry “used” to produce. Tell the audience a story. Take the time to prepare your content and think about it’s relevance to the market. Build the brand of your programming content and even though it won’t be a 20MM hit off the bat… it will bring a following. A following that the web can rely on, expect and in the long run, the web can be patient enough to have a “If you build it, they will come model.” Now that doesn’t mean online media networks won’t have to do their due diligence when it comes to marketing and advertising their content – they sure do. But with a story, comes an audience. To have a goal in mind, which is to build that audience base… is what advertisers crave. Longevity and recognition.
3) Traditional vs. New Advertising – the traditional web ad model – the Pay Per Click model… is done. Everyone on the panel agreed that it is an archaic method of building your brand. And that’s why most advertise… to build their brand. There are at least 50 different means to market your product or service on the web… and many more to come. The differentiating factor is what metrics based system does your firm/ agency follow – and is it the right way to go about it.
For example, you may have an ad right next to the online video playing. The average length of time we find folks staying on sites with online video to be at about 22 minutes. That’s the length of a traditional half hour program – minus the commercials. That entire time that the viewing audience was engaged with the online video program, they had your ad sitting next to them the entire time.
Let’s break this down further… in a standard TV show – your spot may air once for 30-seconds. No one clicked on it… they just saw it. However, online, they saw the same program, and saw your ad on the page for the entire 22-minutes. At the same time they watched the program. Now… they may have NEVER clicked the ad… but they were engaged with the program… your ad was part of their EXPERIENCE… which in turns leads to the ultimate behavioral model – which is INTEGRATION.
OK… I can go on and on… and if so… give me a call and we’ll set up a time to chat. But for now, I’m excited that our model for Beholder’s professional standard productions and the distribution and online media network we created through Wilde Media Network is on the right path… if not ahead of the curve as compared to those who were on the panel.
You see… because we create and control the content… we have the luxury of working with the brands to help create an integrated brand experience that the big boys… NBC, Fox, etc. just can’t do.
Advertisers – be open – do what you say and truly think outside of the box. You might find the results to go beyond your expectations.
Til next time…
Emilia Andrews
Beholder Productions is a full service integrated media production company. www.beholderproductions.com
