Much has been said about the fact that television ratings in this year’s super bowl, Oscars and winter Olympics has decreased significantly compared to previous years. These huge live tent pole events, as a rule, were decent ratings for the major networks, keeping viewers riveted to the action and the commercials that accompany them until the concern has lost the audience of these events often misses the point. It’s not that people are no longer worried about the Oscars, but awards shows decline in ratings reflects a change in how programming is used, and how the audience is viewing the advertising.
The proof of this fundamental question before us everywhere, from the rising subscriber numbers and a big investment in original content with AD-free streaming giant Netflix and Amazon Prime, to take off the amount of time that generation Y and generation Z spend on digital platforms such as YouTube and Instagram, by the way radio treated their bread-and-butter clean stream, a 30-second commercial. Recently, Fox boldly announced its intention to reduce advertising time for two minutes per hour by 2020, and in February, NBCUniversal has promised to reduce the amount of advertising in Prime time programming at 20 percent.
Is significantly reduced or completely ad-free platform is not a new trend, they are the new normal. Today, brand marketers are faced with an interesting problem: their viewers are watching more and more Content, but harder than ever to reach using traditional advertising. For experienced marketers, this gives an incredible opportunity and the need to explore new models of marketing as brand integration in broadcast, television and digital influencer and content Creator.
The reality is that marketers today are faced with the “and” scenario, not an “or” scenario. For many, television advertising remains an integral part of brand strategy. I cannot turn new marketing models in that the strategy may harm.
Today, brand marketers are faced with an interesting problem: their viewers are watching more and more Content, but harder than ever to reach using traditional advertising.
As the demand of the audience more accurately determine where, when and how many of their favorite programs that they want to watch, brands should make a concerted effort to be part of this choice. The pew research center last year, it was reported that six out of 10 respondents (61 per cent) broadcast TV compared to cable. Platforms like Netflix and hulu continue to grow as cord Nevers to take on. Integration in the Content on free platforms is a good choice for brands that want to reach these audiences, and it ensures long lifecycle of the Content to be detected. Cheetos played an important role in last season orange is the New black, which is content that viewers can continue to watch and learn after the show ended.
Working with influential social media is another major model for marketers to consider in this shifting landscape. The assumption of many marketers on working with influencers is that they are designed for one-time projects, not as part of a broader campaign strategies. However, brands that see the most success influencer marketing to take more approach, creating a sustainable relationship with their target audience.
Authorities represent a unique opportunity to attract the young generation and generation Z in the original form and from the ambassadors whom they trust. According to a recent Defy media research, 63% from 13 to 24 years said they would try a brand or product recommended by a YouTube influencer, while a study conducted by Google showed that 40 percent of millennial subscribers on YouTube, feel that their favorite content creators understand them better than their friends.
Following advertising of the border is not on the horizon; she’s sitting right in front of us. It’s no longer enough surround content that audiences flock to the side. We need to rethink the strategy in a digital age. For marketers this means that looking for new messengers for new ways to get inside the programming and new channels provide commercial free media, people desire today. To survive in today’s changing media landscape, marketers need to stop thinking like ad agencies and start thinking like media companies.