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

 

Congress Pushes Transition Date Back to June 12th

With the DTV transition date fast approaching, there was much speculation that the February 17th deadline for all networks to switch from analog to digital would be delayed. After much debate, Congress finally changed the hard date from February 17th to June 12th of 2009.

With the new date solidified, television networks are still trying to make the switch to digital prior to the new June 12th transition date, however, the FCC is looking to implement a law that requires networks to give viewers at least 30 days notice prior to the switch.

Personally, I feel that the delay was necessary for a few reasons:

1) Nearly 6.5 million people would be left with no connection should the switch take place on February 17th. Although that may be less than 5% of viewers, that is a lot of people who will be without a primary form of media.
2) The lack of education on the transition is a big issue as well. Yes, there have been commercials, ads, etc. airing for the past year about the transition, but I feel there was little to know effort in how people install their converters and, more importantly, how to use them. I recently saw a message from Michelle Buckman of Fox-29 about the transition and I found what she was saying to be a bit humorous. She mentions the cut-off date and that you need to get a converter box, but then she goes on to say how you need to rescan your channels because fox 29 will be airing on channel 42 instead of the regularly broadcasted channel until a certain date… etc, etc, etc. Do you know how many people have no clue what she was talking about? And, why is this being aired what would be less than two weeks prior to the transition? Why not months before? I actually appreciate what Fox-29 did because it’s the first time I saw someone actually trying to educate viewers about it, but let’s get real nobody is paying attention to it.
3) Those that were against the delay said that it would prevent emergency responders to be on the same level to communicate between each other. For how great that will be once the transition occurs, we’ve done pretty well without it so I don’t think 4 more months will be that much of an issue.
4) ABC, CBS, NBC, Fox, Verizon and AT&T all supported the delay, including a number of public safety organizations.

Even though I support the delay, I must say that there were quite a few excellent points to mention on why the delay would be a terrible idea:

1) Networks that are broadcasting in both digital and analog signals are spending hundreds of thousands of dollars in additional electricity costs to air their networks on both signals. In other words, money wasted and electricity wasted.
2) With the February date solidified, the analog spectrum space was sold to willing buyers and the government already cashed nearly $20 billion dollars in checks that were written to buy the spectrum space. Now that there is a delay, it’s like telling someone who bought your home that they can move in on February 17th, cash their check, then tell them two weeks before they are supposed to move in that you decided to wait a few more months.
3) Finally, and this is what I found to be the most interesting point, when the February 17th, 2009 date was set for the transition, it was said that once 85% of the American viewers were ready for the transition that it had to be executed. As of January 22nd, 2009… 95% of the American viewers were ready for the transition.

Yes, both sides have strong cases as to why the transition should happen immediately or why it should be delayed, but the fact of the matter is that television in most cases, and especially for the elderly, can be the most important connection to the outside world. Many people who don’t pay for cable still watch free television religiously. Taking that away from them can be a disaster.

What are your thoughts on the DTV delay? I would love to hear your feedback and hear why you agree or disagree with my choice. You can comment on our blog whenever you want and I will be sure to answer as soon as possible.

Until next time,

Matt

 

Digital TV – Feb. 2009

Making the switch to digital television is easier than many might think. NAB – National Association of Broadcasters are offering alot of great information to the general public about the transition from analog signal to digital.

Now many people will start a dialogue on whether it’ll be HD or any other format. But that’s not necessarily the topic. The function happening here is a matter of distribution – how you receive the programming. As long as you have cable or satellite, or purchase an inexpensive converter box, your current television set will be able to receive the programming once the switch takes place on Feb. 17, 2009.

If you have any questions on DTV revolution, please visit: http://www.dtvanswers.com/

Or call our team and we can help.

Til next time,

Emilia

 

New Media & Margaritas

Presented by Emilia Andrews

Join us as we’ll explore New Media Applications. Followed by great networking and fresh margaritas.

Date: Tuesday, August 12
Time: 4:30pm – 7pm
Place: Pyramid Club*
1735 Market St. ~ 52 Floor
Philadelphia, PA
Business Attire Required. Please bring ID.

Email us to register today. Space is limited.

Fee: Seminar is Free. Variety of drinks available at cash bar.

Learn: Benefits of new media to you and your company. The different types of new media applications: podcasts, blogs, online video, etc. Why new media is essential to your communications strategy.

*The Pyramid Club building (1735 Market) is located above Suburban Station for those who prefer to travel by train.