I’ve been in the media business long enough to know very quickly what works, and what doesn’t. Consumers, these days, are nearly as savvy. There is a quote that I’ve used in presentation recently, that states:
“Consumers are much more interested in their own lives than they are in brands……And they are much more interested in BRANDS, than they are in ADVERTISING”
This is spot on… and when a brand gets advertising right, and it’s done in a way that appeals to their target audience (along with the outliers beyond that target), I’m impressed. Icon Motor Sports has done just that with the long form video that is climbing the AdAge viral chart. I don’t own a motorcycle, nor have I been on one all that much, and I’m certainly not in the market for ‘leathers’… but they had me for the full 8:30 on this one. Why? Because I was entertained – simple as that. Brands need to do more of this, and I believe advertisers and agencies are recognizing that.
It’s not often that a brand gets me for nearly 7 straight minutes. Today, Coke did… and I enjoyed every second of it. Best part – their branding was integrated throughout, and did not detract one bit from the fun. Hat tip Coca Cola – well done.
Nielsen just released their latest ‘Three Screen Report‘ (quarterly report) that analyzes the use of video across 3 screens (TV, Internet, Mobile Devices) either live, or ‘time shifted’ through their DVR or downloaded means. Key takeaways from the report indicate that DVR usage is up (+21.1%) and the viewership of Online Video spiked significantly in Q3 of this year (+34.9%). The Nielsen spokesperson made a key statement on their blog today:
“Americans today have an insatiable appetite for not only content, but also choice. Across all age groups, we see consumers adding the Internet and mobile devices to their media diet — consuming media anytime and anywhere possible.”
My take? Your video strategy better encompass all three screens – with an increased emphasis on the Internet and Mobile platforms. I’m not saying that the 10-foot TV experience is dead, but I think you’ll see an increased customer emphasis on mobile, portable content that can be consumed on their timeline – wherever they are.
If you look at the statistics just released by the Silicon Alley Insider comparing viewership of video across the major cable networks vs. Hulu you will see that, in the month of July, Hulu beats Time Warner Cable in the viewership deptartment (chart below, ComScore Release). However, numbers can be deceiving as Fast Company points out.
”The average Hulu viewer watched 12.0 videos, totaling 1 hour and 13 minutes of videos per viewer. That basically means Hulu viewers weren’t really dialing in repeatedly to watch multiple TV shows–which is the viewing model that pay-TV cable and satellite TV viewers tend to follow.”
Hulu clearly has a ways to go before it reaches the profitability level of a major cable network – however what video platforms on the Internet such as Hulu, YouTube, Vimeo and others are showing is that there is an attitudinal shift with viewers in how they consume their video content – the TV doesn’t always win.
We’ve been watching the shift to video on the internet with great interest over the last couple of years. YouTube, being the only initial option, was strong out of the gate but was quickly tested by the likes of Google Video, Vimeo, MetaCafe, and the networks. Then came Hulu.
Hulu’s advantage? A central destination for great programming where their users can watch their favorite shows on their schedule – wherever they are. Miss an episode on TV? Head to Hulu and view it 6 hours after it has first aired. They’ve made brilliant strategic partnerships with most of the major broadcast networks and movie studios. In doing so, they have aquired a vast library of enticing content to serve their user base.
Hulu changed the game yet again yesterday - adding ABC/Disney to the porfolio to expand their offering tremendously. NBC, Fox, and now ABC/Disney understand the strategic advantage of serving their content through their network sites AND aggregating through a service like Hulu. CBS, when do you plan to join the party?