An article in today's Wall Street Journal online edition by Brian Sternberg raises an interesting question:
Can TV networks get consumers to connect more with content and the marketers who subsidize it by adding "value adds" like web chat, DVD wrappers, and web streaming to their existing TV spot offerings?
We all know people are surfing thru ads more than ever before. Anxious to stop advertisers from defecting to other media (that might work better, ahem), TV networks are scrambling for new ways to lure marketers' dollars (yes you've been hearing this news for a while now).
But instead of trying to make the advertising better, advertisers are just coming up with more of it. One recalls the old adage about how crazy it is to expect new results when you keep doing the same thing over and over.
There are apparently 27 different avenues for advertisers to reach viewers interested in particular TV shows (according to a study by Initiative, a media-buying firm owned by Interpublic Group). And networks are experimenting with building these opportunities to reach and influence consumers into their stable of media offerings.
Lifetime, for example, plans to offer viewers of its summer drama series "Beach Girls" the chance to download from its Web site special ring tones heard on the show.
My hypothesis: if the TV content is strong, people will want to interact with it as much as possible, across multiple channels. If it's weak, being able to download a ring tone from the show won't make much of a difference. Lesson for marketers: don't buy these add-ons for a show that's a dog, move on.
Also, the most impactful opportunities will enable consumers to more deeply experience what they love about the content or core creative idea - not just see a logo on a DVD wrapper. Experiences that bring them more deeply into the content are the best way to go. Lesson to marketers: demand true interaction, not just slapped on branding opportunities.
What do you think?
Comments