Changing face of broadcast

Changing Face of Broadcast Russell Goldsmith Digital & Social Media Director markettiers4dc

Social Media Social Media feature Traditional 23,404,000 UK Users* Live & Interactive interview TV 3, 414, 000 UK Users* RADIO Media Collateral Research Spokesperson B-roll Etc. audio feature 2,147,000 UK Users* 2,232,000 UK Users* video feature podcast RSS 3,886,000 UK Users* 17,110,000 UK Users* Download & On Demand Social Media Social Media *Source: Nielsen Netview, Dec 2009

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

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? Broadcast in 2011?

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? ,[object Object]

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? ,[object Object]

Online Broadcast 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 story2 (1) Comscore April 2010; (2) YouGov Media Migration Report May 2010

Using Online Broadcast AUDIO PODCAST WEBCAST LIVE & INTERACTIVE WEBTV SHOW SHORT FORM VIDEO FEATURE VIDEO NEWS RELEASE VIDEOCALL STUDIO INTERVIEW

Using Online Broadcast CONTENT ON BRAND’S WEBSITE ONLINE PR AGGREGATION CRM EMAIL/ NEWSLETTER MEDIA PARTNERSHIP DIRECT EMAIL TO OPT-IN LISTS

Using Online Broadcast FACEBOOK FAN PAGE UPLOAD TO VIDEO SHARING SITES REACH INFLUENTIAL BLOGGERS ENCOURAGE MEDIA TO TWEET

Using Online Broadcast FACEBOOK APPLICATION LINKTO.TV DATA COLLECTION COMPETITIONS QUIZZES, POLLS, COMMENTS

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

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 ,[object Object]

Provide your messages to your target audiences through content that they want to engage with

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!,[object Object]

Live Events – Laphroaig Whisky

Live Events – Laphroaig Whisky ,[object Object]

Engage over 300,000 online community – ‘Friends of Laphroaig’ and 40,000+ Fans on Facebook

Changing face of broadcast

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Changing face of broadcast