All posts tagged Television

Where did this come from?

In between mentions of Clint’s Chrysler spot and the “Shit Girls Say” meme, Content Marketing is getting a lot of ink. How did we get here? Can marketers really turn their backs on the content they’ve historically funded to create their own media properties? Yes they can. And here’s why:

1. Media’s doing it.
Rogers has done a great job extending their Sportsnet brand into all corners of the media universe. You can see and hear it online, on your phone, on TV, on radio, on demand, on tablets, in print, on blogs, and more. And when you turn the channel, flip the page, or call up the site, you’ll probably see ads for other Rogers services and properties. This is great business but the whole system falls apart if there isn’t something to talk about.

That something is content.

With full or partial ownership of the Jays, Leafs, Raptors, FC, and more, Rogers not only owns where the content occurs but what the content is, too. They can’t do it alone but they certainly have decreased their dependence on other brands for revenue. They’re almost completely self sufficient. Brands simply have to return the favour.

2. Consumer expectations
After the financial issues of the past few years, consumers have returned to simplicity and finally value steak over sizzle. They demand honesty and transparency at every interaction. And brands HAVE to deliver because social media allows bad experiences to be shared with millions and brands that don’t act in good faith face the wrath of the masses. Remember the Netflx Canada launch? Wrath. Kenneth Cole? Wrath. Ocean Marketing? Wrath (and hilarious).

Even when it’s honestly delivered, traditional ad messages that don’t actually create value go unnoticed. Consumers want stuff that does stuff. Most would rather see Starbucks focus their efforts on a perfect mobile app than an ad to tell us about it.

That’s where content comes in.

Whether it’s informative, entertaining or both, content adds value. Just what consumers want.

3. Rise of the niche markets
Most of us have unique interests that trump the lowest-common denominator content that is served up by traditional media outlets. If you love quilting, there used to be very little that could help stir your passions. Now you can watch a quilting Youtube Channel, read a blog, and participate with others who love quilting. Surely, that content is more engaging than anything offered up on CTV. It’s quilting!!

Well, many brands’ consumers also share interests. Brands can offer up interesting content that their consumers care about and provide additional product value-adds along the way.

4. Affordable production
Naturally, none of this would be possible if brands had to enlist a full crew, expensive cameras, an Avid suite, a Flame artist and a team of nerds to code it. Production and post production is cheaper than ever as are the methods of distribution. Want to be Rupert Murdoch? You’re a Mac Airbook and a WordPress site away from doing it.

Why outsource content to a mass media company when you can own the highly specific content your customer wants as well as the place they see it?
Seems like an easy question to answer.

If not, this may help:

The intrigue! The drama! The rumours!

Around this time last year, I was beginning to feel like I wasn’t loving life.

Or my job.

I was Vice President and Executive Creative Director at the Toronto office of a well respected international network, Euro RSCG. What was not to like? It was, and remains, a great gig. I absolutely loved my bosses, colleagues and clients. I had a department of talented and fun people. And to top it all off, I had practically grown up with founders Bill Sharpe and Tom Blackmore. Hell, I wouldn’t even be in advertising if it wasn’t for them.

Still I was feeling like I had to make a move.

Simply put, I was frustrated. The industry was rapidly changing and I personally wasn’t doing enough to change with it. So, after much deliberation, I just decided to leave so I could figure it out.
In true Sharpe / Blackmore fashion, the fine folks at Euro gave me a new title, an email address and an office when I needed it. It was all unpaid but little things like that are more appreciated than they ever appear.

So, I set out on a quest much like Karl Pilkington’s An Idiot Abroad.
(Only without the mumbling British accent)

I met with network programming people.
I met with TV producers.
I met with entrepreneurs.
I met with media sales people.
I met with media planners.
I met with content publishers.
I met with senior clients.
I met with junior clients.
I met with academics.
I met with creatives.
I met with agency management.
I met with recruiters.
I met with developers.
I poked. I prodded. I asked. I listened.

And now, I’m almost ready to talk. 
Look for an exciting announcement in the next couple of weeks.

There are already some floating around so let’s add to the rumours. What do you think I’m going to do?

Rupert Murdoch should apologize for his apology ad.

News Corp’s CEO’s apology ad isn’t as good as the competition.
While every “OMG! We’re soooooo sorry…” corporate response is unique to specific crises, we can always look forward to the apology ad that we know will run soon after any organizational “Ooops” has been discovered.

Toyota did it.
BP did it.
Exxon did it.
Maple Leaf did it.
United did it.
Heck, even Tiger did it (kinda).

And now, Rupert Murdoch has done it.

He just didn’t do it as well as he should have. Here’s what he should have done:

Go on TV
Sure, this was a newspaper issue but Murdoch still should have gone on TV. A responsible CEO doesn’t hide behind the page, they step in front of the camera. While a professional probably wrote BP CEO Tony Hayward’s script, at least he was the one who stood up and said it. Rupert Murdoch may have approved the News Corporation print ad that ran but I’m sure his involvement beyond that was pretty limited.

Acknowledge what happened.
After the summer of 2000, United Airlines Chairman Jim Goodwin appeared in an apology commercial and clearly identified the issue he was actually apologizing for. “This summer, thousands of people had their travel plans disrupted while flying United Airlines.” Murdoch, on the other hand, referred to his massive ethical breach of privacy with the nondescript, “We are sorry for the serious wrongdoing that occurred.” 

“Wrongdoing”? That’s a nice low-level sin, catch-all phrase that also includes my dog urinating on your lawn. “Dear Frankie Flowers: I apologize for my dog doing his wrongdoing on your daffodils.”

Identify what’s happening.
After the recall of thousands of cars (and countless late night monologue jokes), Toyota clearly stated what was happening in their paid-for media mea culpa: “We have a fix for our recalls. We stopped production. Our technicians are making repairs. We’re working around the clock.” Murdoch  was a tad more elusive: “In the coming days, as we take further concrete steps to resolve the issues and make amends for the damage they have caused, you will hear more from us.”

Or put another way, “We’re looking into it.”

Inspire confidence about what’s to come.
Once the heartfelt apology has been accepted (or not), the public needs to feel confident that whatever must be done to both solve the problem and ensure it never happens again, will be done.
Tony Hayward ended with, “We will get this done. We will make this right.”
Jim Goodwin said, “We’re reducing our flight schedule so we don’t make promises we can’t keep.”
Rupert Murdoch said, “Oh, crikey. Don’t call us. We’ll call you.”

You may be able to own the news, Rupert but when it comes to the ads, please consult a professional.

Here are some apology ads mentioned above.

This is the future of Television. Or is it?

Television is caught somewhere between being a dying a medium and, because everything will eventually be delivered over IP, a rapidly growing one. Throw in the network acquisitions of Canadian telcos and it’s easy to see why the old boob tube is in a period of transition.

Well, one network that has clearly jumped the queue is internet television network Revision 3. If anyone has staked out a unique spot in the TV universe, it’s them.

I had a chance to chat with their impressive CEO, Jim Louderback recently. If you have any interest on where television (or the ads that pay for it) is headed, you should listen to this brief interview.

With close to 30 shows including Epic Meal Time and Digg Nation and over 80 million views a month, Revision 3 is redefining the modern day network. Here’s why:

Content people care about
It costs a lot of money to put a show on television so networks have to serve up programming that serves the most number of people possible. The result is lowest common denominator content that a lot of people like but may not love. Revision 3, on the other hand, delivers shows that people actually care about. Do you really love apps? Well, they have App Judgement. Into the “Unboxing” phenomenon? You can tune into Unboxing Porn. We all have specific interests that, given the choice, we’d watch over shows made for the masses.

A new approach to advertising
On mainstream TV, we either cut to a commercial break to see a big budget spot that is repurposed across a whole whack of shows or we’re forced to endure branded content that can leave us feeling dirty. Not so with Revision 3. They’ve managed to keep church and state separate while delivering more effective ads that are actually delivered by the hosts, a taboo among conventional networks. Plus, many of the advertisers featured could never afford to advertise on TV. Now they can.

The numbers
You want unaided brand awareness? 100% (yes, 100%) of viewers can name a show sponsor. That’s unbelievable. 93% can name 2 or more. More importantly, 57% of viewers have purchased products from the sponsors. When you pair specific content with advertisers that are closely aligned to that content, the numbers aren’t surprising but still pretty impressive.

The hosts
Normally, we get pretty people who are trained to be good on TV. Revision 3 chooses to get subject matter experts who are passionate about the content. It’s substance over style. The result is a more genuine host that the viewer trusts.

Social integration
Since it’s delivered through a browser, you can not only set up network preferences, you can also Tweet it, Digg it, Like it, share it, favourite it, download it, email it, comment on it, and check in for special deals. Don’t want to actually watch at Revision3.com? No problem, you can tune in via tablet and smart phone apps or just watch on their Youtube channel. They even have Ambassadors who volunteer to help spread the word through their own social networks and face to face events.

Responsible production
Whether they appear on CBC, HBO, Netflix, or Rogers on Demand, there will always be a place for big budget shows like Boardwalk Empire and The Wire. Shows that have a smaller, more passionate viewer base will never be able to compete on production value. But with more importance being placed on the content, they don’t have to. Revision 3 balances both. Nice production. Low cost.

Is this exclusively the future of television? I don’t think so. It’ll augment standard TV and more importantly, it’ll help redefine what we watch, how we watch it and how it all gets paid for. Internet networks will continue to grow as more content is produced for smaller audiences. Many of the features that you see on internet networks will be seamlessly integrated into the shows you already watch.

I’m sure Revision 3 isn’t the last revision to the television model but as of right now, it’s certainly one of the best. To check them out, go to revision3.com.

Don Draper is dead.

Bye Bye Mad Men (It's going to Sky)

Image by mrrobertwade (wadey) via Flickr

There’s a lot I like about Mad Men. The characters, the art direction and naturally, the brilliant one-liners from Roger Sterling:

 “She died like she lived. Surrounded by the people she answered phones for.“ (Season 4, Episode 9)

 “Well, I gotta go learn a bunch of people’s names before I fire them.” (Season 4, Episode 12)

As brilliant as the Roger character is, Don Draper gets most of the attention. In fact, when someone outside of the business finds out I work in advertising, they’ll innocently ask, “Who are you on Mad Men?” I can see them waiting in anticipation, hoping I respond ‘Don Draper’ so they can pull out tired jokes about his philandering, binge boozing, and heavy addiction to butts.

The reality is this: Don Draper doesn’t exist anymore(Hell, he hardly existed in the 60’s).
And it’s not because smoking is prohibited or because the only drinking allowed is the 10am shot of Diet Coke. 

No, being a Creative Director is a pretty tough job these days. Here’s a couple of reasons why. 

The Left Brain Coup.
Whether it’s an endless parade of focus groups or an expectation of specific ROI, the left brainers have a lot more clout these days. It’s not right. And it’s not wrong. It’s just different. On one hand, a Creative Director is expected to deliver original, breakthrough ideas that have never been done before. On the other, ROI forecasting is only possible when you measure ideas against everything that has been done before.

Diverse Clients, Diverse Needs.
Draper had it easy. He only had to master TV, print, and a couple of billboards. As a trusted consultant, a CD in 2010 should be able to advise clients on the latest opportunities and how to best leverage emerging channels. But it’s tough to be an expert on anything when one client needs a DM piece and another needs an Android app. 

The Economy
In 2010, clients cut budgets as they responded to economic realities in North America. That put a lot of pressure on Creative Directors to sell more, push more, win more, and accept more. As a good friend and Creative Director of an international agency said to me recently, “I’ve never worked so hard for so little.”

Tune in tomorrow and I’ll share a couple more.

+ Be sure to read more about this in Jeromy Lloyd’s piece, “Rumbles in the Jungles”, in the upcoming Marketing Magazine.
In addition, I’m hosting a panel discussion of some of Canada’s top Creative Directors on the subject, “It’s not really fun anymore.”
It’ll be available in video form next week through Marketing. If you have any questions that you’d like me to ask them, leave them in the comments below.