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Changing Face of Broadcast
Russell GoldsmithDigital & Social Media Director
markettiers4dc
Media CollateralResearch
SpokespersonB-rollEtc.
TV
Trad
ition
al
interview
RADIOaudiofeature
feature
Download & On Demand
videofeature
podcast
RSS
Social Media Social Media
Social Media Social Media
23,404,000 UK Users*
3, 4
14, 0
00 U
K Use
rs*
2,232,000 UK Users*2,147,000 UK Users*
17,1
10,0
00 U
K Us
ers*
3,886,000 UK Users*
*Source: Nielsen Netview, Dec 2009
Live & Interactive
Broadcast Environment
• Many brands failing to adapt to changing broadcast habits
• “I’d like to book a radio day” - basic broadcast techniques no longer enough
• Key media owners are changing as are key influences
• Segmentation, tone and environment are key to the impact of the message
Know your audience and media
• Who is the target audience for each of your client’s brands?
• What stations are they listening to?– Local, National, Music, Speech, Commercial,
BBC– No one mechanic fits all
• Familiarise yourself with station output• Tailor content/campaign accordingly
– Tone & Format
Broadcast in 2011?
• Interview on Radio 4 or Podcast on itunes?
• Coverage on ITV news or video on YouTube?
• Where is the play-out?• How does broadcast manifest itself?
Your clients are interested!
• According to research carried out by Opinion Matters for the IAB (Dec 09), 86% of marketing managers rate social media as important to their business– 73% have a Facebook page or group with
46.7% rating it very important. A further 18.7% intend to have one in 2010
– 53% have a YouTube channel with 32% rating it very important. A further 24% intend to have one in 2010
Your clients are interested!
– 49% use video distribution with 37.3% rating it very important. A further 21.3% intend to in 2010
– Brands are increasing spend in Social Media from 0-5% of digital marketing budget to 6-10% 2009:2010
Can we influence the influencers?
• Consumers less reliant on media owners and show little loyalty to them
• Brand’s can still control the message• Consumers seek out content, choosing when &
where to watch/listen• Recommendation is key, so provide content that
people will pass on virally• Video and audio are effective communication
methods and make message delivery portable• Become the media owner and programme maker
and engage directly with your audience?
So what does this mean for brand?
Social Media is about creating conversation around content
[email protected] / @russgoldsmith / 0207 253 8888©2010
Online Broadcast
(1) Comscore April 2010; (2) YouGov Media Migration Report May 2010
30m UK Internet users aged
15+ watched over 5.5bn
online videos in Feb’101 (up
37% on last year)
Over half of 18-24 year olds
(55%) and 12% of over 55s
watch TV online at least once a week.
56% of 18-24s go online to
follow a breaking news story 2
[email protected] / @russgoldsmith / 0207 253 8888©2010
LIVE & INTERACTIVEWEBTV SHOW
VIDEO NEWSRELEASE
STUDIO INTERVIEW
VIDEOCALL
SHORT FORMVIDEO FEATURE
AUDIO PODCAST
Using Online Broadcast
WEBCAST
[email protected] / @russgoldsmith / 0207 253 8888©2010
ONLINE PRAGGREGATION
CONTENT ON BRAND’S WEBSITE
MEDIAPARTNERSHIP
CRM EMAIL/NEWSLETTER
DIRECT EMAIL TO OPT-IN LISTS
Using Online Broadcast
[email protected] / @russgoldsmith / 0207 253 8888©2010
FACEBOOK FAN PAGE
UPLOAD TO VIDEO SHARING
SITES
ENCOURAGEMEDIA TO TWEET
REACHINFLUENTIAL
BLOGGERS
Using Online Broadcast
[email protected] / @russgoldsmith / 0207 253 8888©2010
LINKTO.TV FACEBOOKAPPLICATION
DATACOLLECTION
COMPETITIONS
QUIZZES, POLLS, COMMENTS
Using Online Broadcast
Social Networks drive video views1
• By the end ‘10, Facebook 2nd only to Google in terms of video referrals.
• Third-party traffic accounts for just under 20% of total video views – 64% from Google – Facebook currently 4.3 percent – Twitter, 1.2 percent – twitter to soon embed video
• Video referrals via Facebook and Twitter rising more rapidly than search.
– Facebook increasing 48% per month – Twitter growing 38% per month
• Consumers tend to be more engaged with marketing videos when watching content on 3rd-party sites like blogs & social networks, watching nearly 30s more on ave per video stream.
• Traffic originating from Facebook & Twitter leads to longest viewing times for brand marketing video content.
(1) Research by Brightcove and Tubemogul, Sept 2010
[email protected] / @russgoldsmith / 0207 253 8888©2010
What are we watching Online?
Types of video content viewed online over the last month
Source: Kantar Media’s Internet Monitor, Wave 50, Nov 2009
The challenge and the potential
• Challenge– Provide your messages to your target
audiences through content that they want to engage with
• Potential– Imagine your own TV channel featuring just
your products that viewers can purchase whilst watching from you or via any affiliate partner
– Or your own TV Chat Show, but with the ability to moderate the conversation and questions!
Live Events – Laphroaig Whisky • Global live & interactive shows via satellite:
– Engage over 300,000 online community – ‘Friends of Laphroaig’ and 40,000+ Fans on Facebook
– Aggregate content to 3rd party sites/blogs– Show 1
• 1,000+ questions posted in advance, further 1,100+ during the live show
• 7,300+ views of live show and 10’s of 000’s since
• Watched in 63 countries
– 2nd & 3rd shows produced from Scotland & US and 4th in September from Jerez in Spain.
Jaeger using interactive catwalks
• To maximise viewing Jaeger embed LinkTo™ technology on their catwalk videos to enable the audience to engage with the video to gain more information on featured products and add them into their shopping basket.
• Promoted on home page – ‘Shop the Catwalk’
Jaeger using LinkToTM
Highlight product byrolling mouse over
video
Clicking on product pauses video and brings up info
page
Click on link to add product directly to shopping basket
http://www.linkto.tv/casestudies/casestudy/client/jaeger
Jaeger Results
• 27% Engagement• 13% click through• Average shopping basket increased
by 300%
Improving SEO
• Video Content• Well tagged with supporting editorial
copy• Aggregated to highly indexed media
owner sites, personal blogs and through social media
Any questions?Thanks!
E: [email protected]: 07775702076T: 0207253888
Twitter: @russgoldsmithFacebook: www.facebook.com/russellgoldsmithLinkedin: uk.linkedin.com/in/russellgoldsmith
Skype: russell.goldsmith
