Is it content or is it advertising?

That is not the right question to ask about online video advertising. The question should be: is it content or is it advertising, do we care? and here is why:

or

So, is it content or is it advertising? Do we care?

With Youtube getting to saturation point (9 to 9.5 mill users un Australia) and the explosion of screen shifting, far gone are the days of the 30s TV Commercial…

PWC predicts that online video is, along with mobile, is to be the fastest growing media category with a +39% from 2013 to 2016 (will represent $280 mill).

A lot of media specialists say that the growth rate would be even greater if there was more premium supply available, more robust standards and measurement…

Looking at it from a social media perspective, I think there is a great way to grow online video presence for advertisers: It’s called Branded entertainment and some advertisers clearly get it:

       Build an extremely strong reach on your own social media touch points (eg: Tourism Australia 3.8 million Facebook fans. It is a lot more than the main catch up TV sites in Australia)

       Create videos that tell a story around your product (preferably with the product not at the centre of the story), grab attention and surprise the audience (eg: Volkswagen The Force

       Broadcast it via your social media community, allowing the main influencers to distribute it first…

I can’t say it is easy to do, but these advertisers have the keys to ignore all the rules enforced by broadcasters and industry bodies around duration and standards, the price tag of premium video ad supply!

I blogged about Red Bull’s secrete ingredients a few months ago. With Felix Baumgartner’s supersonic free fall, Red Bull has once again proven that it doesn’t need to buy media to be on the front page of every major website. So, if you are wondering what advertising will look like in 5 years time… look at Red Bull’s media strategy: Brilliant branded content & cross platform distribution…

 

Marie Sornin

 

 

2 thoughts on “Is it content or is it advertising?

  1. Pingback: An essay on social currency | digitalcuisine

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