Brand Integration

Ever since we began working on the Wilde Media Network programs, we’ ve encountered a lot of questions from traditional marketers when it comes to fully understanding what is “Brand Integration“.   For many, it traditionally meant Product Placement… but just like many other marketing applications, this has evolved, too.

Wilde Media programs enables a multi-platform viewing presence including TV, web, and new media applications.  Meaning, us, the viewing audience, does not have to be confined to one location to watch a new show.  We have developed our viewing preferences to be available when we are… not when the networks air the program.  ie:  here comes DVR, online video… like Hulu, etc., plus the fact that many TV shows are now sharing their placement.

I mean, I can watch “Family Guy” on Fox, TBS, myPHL, etc. and that’s only in the Greater Philadelphia market area.  How many other stations that I’m not even paying attention to?

SO… I found a few testimonials as to how major industry leaders are tackling branded integrated media head on…

“Vertical networks are emerging as one of the most important advertising innovations in online publishing. Pairing established media brands with high-quality long-tail content is the first thing I recommend to publishers as part of an overall ad revenue strategy.”

Greg Stuart
Author and former CEO
Interactive Advertising Bureau (IAB)

“We recognize that vertical networks, networks that combine content from or across a complimentary group of web properties – are the next logical evolution for publishers seeking to expand their advertising solutions for customers. They are quickly becoming an important way to develop scale for our marketing clients.”

Beth Comstock
President, Integrated Media
NBC Universal

Even though these quotes focus on the producers/ publishers, it gives clear guidance as to how brands and marketers should evolve and review their strategies to avoid the viewers ability to skip their brand all together.

As we continue to develop and produce our programs, we look forward to the ability to work with your brand and develop some great synergy between the program’s format and your brand message.

Til next time,  you can reach me at emilia@beholderproductions.com or call me at 267-516-6649 to review your marketing goals and the various programs that will work well for you.

Emilia Andrews

 

PhIMA panel on online video

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

 

Media Conference in DC

I’m in DC this weekend having a very interesting time at the AWRT Media Conference.  I’ve been to this conference at least 4 times and have to admit… this is my favorite so far.  Probably b/c of the fact that they have finally jumped to “today’s” tech age and are talking about integrated marketing strategies and platforms.

At Beholder, we’ve been evolving over the past 10 years.  Growing from a stand alone video production base to an overall strategic visual communications company.  We learned and have come to prepare our clients to recognize that it’s not enough to deliver one program, in one format and assume you’ll reach a variety of target audiences.   You have to plan, apply a strategy, be creative and diversify your efforts.

Back to the conference… that is exactly what we’ve been discussing.  How to diversify efforts, increase revenue streams, and prepare our clients for the world that awaits them… is running sprints past them.

Wake up and smell the “New Media Revolution” and the impact it makes on traditional methods!

Til next time… Have a great Spring like weekend!

Emilia

PS:  I LOVE DC in the Spring.  Coming back in a month for the Cherry Blossom festival!

 

Philadelphia Inquirer & Daily News – Bankruptcy

Beholder saw this coming over a year ago…  And no, we don’t have any magic powers.  It’s just that when you work in our field, you can “foretell” what will happen based on trends.

And the trend that I’m talking about is integration.  Companies CANNOT continue to do business the way they’ve always done business.

In order to keep the demand flowing, you need to fully integrate your message to your target audience and utilize different distribution outlets.  Case in point with the Inquirer… they did not move swiftly with the variety of applications they could have incorporated long ago… and in the web/ new media world… 1 year IS long ago.

Right now, they are focusing on restructuring their debts and are not focusing on their operations.  Well, shame on them!  Everything has to be restructured.  Because, as we all know, advertisers rule the world.  Without a new distribution/  integration plan… including operations and production… you just run around in circles.

If you’d allow me to give my 2 cents, and IF you’d like to seriously consider my suggestions – Brian Tierney, give me a call.  215-674-1612.

Til next time… Focus on your message.  Deliver a quality product/ service.  And keep moving forward!

Emilia Andrews

 

What’s being said about you and your business?

Think about how many times a day you head to your computer, go to your favorite search engine and pull up some information. Perhaps you’re searching for some more information about the company that just posted your dream job, or perhaps you’re checking to find an old friend from high school. Well, what happens when someone does the same thing with your company or your name? Just what kind of information are they finding?
You might be surprised to find out just how much information there is about you and your business floating around on the web. It’s important to know exactly what is being said and to make sure that it’s at least accurate.
While everything you find out might not be flattering, one can hope it can be vital to know what you’re up against. Perhaps a past client feels shorted and decides to take it to the web, or a past customer from your restaurant writes a negative review about their experiences.
By identifying potential problems, you can now move to fix them. Had you not gone looking for information about yourself in the first place, you would have missed the opportunity to increase both yours and your company’s image and online reputation. So take the time and see what’s being said online about you.