Fighting consumer skepticism (and TIVO?) with unique media

On a number of occasions I've talked about how brands aren't using sponsored video streaming online to its fullest potential. Namely, they have the chance to do something great having sponsored an entire episode of a show. But having realized this and wondered vaguely how TV could learn from this, I think I've come to a conclusion.

In an age of cynicism and skepticism, what if a brand sponsored an entire show, and put the entire commercial time in one long chunk after the program? They'd likely win a lot of points with consumers, and furthermore, the long-format opens up a myriad of opportunities in terms of content. Double points-- no frustrating commercial breaks, and innovative branded communication that can entertain on a longer, deeper level.

ABC, say goodbye to "commercial interruptions."

Side-note: While I know a few shows have tried commercial-free showings, they haven't used the opportunity to their advantage, using the 20 minute commercial space for anything beyond a brief sponsorship message and then have the rest of the space sold to others.

Sponsored Video Streaming: Is change a-comin'?

I mentioned in my last post of this series the lessons to be learned from the music industry, one of which was changing your mindset. I argue that this is absolutely critical, because consumers are already changing their ways. We need to be prepared to change with them, just learn how to corral their behaviors into ways we can also benefit.

Just yesterday I read this article from AdAge about how the cable networks won't be getting a site like Hulu anytime soon. David Sazlav, CEO of Discovery Communications, was quoted saying: "The cable channel business is a good business model, and we want to continue to be partners with distributors. We don't want to train [viewers] to watch our best shows on [free online] platforms. Most of our research shows if we move our content mostly in clips, we can create an environment where we can mostly satisfy our viewers with consumer content on other platforms but do it in a way that doesn't take away from our core business."

Just sayin', this is the most frustrating thing for people like me who really like to watch content online. I'll spend way too much time trying to find the whole thing only to discover my time was wasted.

Zaslav argues that the model doesn't need fixing just yet. But in this industry (and really any industry,) getting ahead means thinking ahead. Don't wait for necessity to force you into taking up strange bed partners. See this opportunity and grow with it.

Remember this? "The fundamentals of our economy are strong." Yeah. The people who hold onto the ship while it sinks are the ones that get sucked down once it finally submerges. Just jump.

Sponsored Video Streaming: How the Music Industry is Coping

In the last post in this series, I made mention of Napster and the parallel issues the music industry has faced. They've had the benefit (?) of beginning these battles much earlier, with Metallica making noise in 2000, and thus have already gone through many growing pains to reach some degree of maturity. I recall a time when even though I knew it was wrong, there was no way I was going to pay when I could get it for free...and yet here I am, with nearly $100 in  purchased songs and episodes in my iTunes library. 

The industry as a whole has found a number of ways to cope. First, strong partnerships with online music stores like iTunes gave consumers the opportunity to get their music the same way they've become accustomed to while still supporting the artists and labels financially. Second, they focused on the sales opportunities of merchandise and concert tickets instead of relying on disc sales. And third, and definitely most difficult, they changed their mindset. The industry listened to what their consumers wanted and they made it work for both of them, looking for how it could work to their advantage:

Myspace became a place to support artists and get the word out, while informing fans and soon-to-be-fans about upcoming shows and giving them the chance to purchase merchandise instantly. Download sites offered bonus songs for free when consumers signed up. Sites popped up like Daytrotter to let you hear live performances from artists to get hooked, then drive you to buy the full CDs. Pandora streamed free music, purchased from the label, and suggested to consumers who in turn can go buy the tracks. And the industry keeps moving forward, using apps and other new technology to continue giving consumers what they want without compromising sales.

So now the question is, how can the video entertainment industry learn from these lessons? They've already begun with providing episodes for sale on iTunes, investing in video technology on mp3 players, and supporting themselves with ad revenue, but what new revenue streams can they find? 

RELATED UPDATE- I felt like watching some TV this afternoon but there was absolutely nothing worth watching, so when I found that TRL was on, I decided to go with the throwback--I was in middle school when it first came out. I switched over and discovered that today's show is the second to last episode EVER. Besides the fact that TRL has totally changed over the years, do you think being able to find the videos online are part of why the show has lost traction?

UPDATE 2.0: Just found this post by Ed Cotton--great thoughts on some of the same stuff. Love the quote from Techcrunch about the music itself being the marketing. 

Sponsored Video Streaming: Comfort Inn- Good Work

In the last post, I talked about how Prudential sponsored the entire program by placing the same commercial in each break, much to my chagrin. In stark contrast, I found that Comfort Inn took the same opportunity and did something great with it. 

In each break, Comfort Inn had a different 15 second commercial from their campaign, "Get Back to your Comfort Zone," so although I had the same brand offering the same medium each time, I got to see the strategy in a new scenario each time, as well as get entertained (god forbid!) And the best part is that the ads themselves are great, minus some bad acting. Each has a scene where a normal situation gets incredibly awkward. Then it follows up with the tag, "Get back to your comfort zone." One of the best parts about these ads is the fact that the tag line includes the name of the hotel as well as what it stands for as a brand (clearly the point in the naming, I know). It connects the funny ads to the brand and has an easily memorable brand promise. It's witty and it's simple. I like simple. Simple is good.

I only wish they would have had a micro-site where they extended this idea. If you get people entertained, you don't want to let them down. I looked for one but came up with nothing except a really boring and intimidating-looking reservation site.

I can't find the videos on youtube at this time. I'll be sure to post 'em if I find them.

Sponsored Video Streaming: Prudential.com

Again on abc.com, I found an incredibly uninspired "campaign" for prudential.com. With every break during the episode, I found myself watching the same 15-second spot. Never changing. No option to pause it and get just a link to the site. Just the same spot...over...and over...and over. It was frustrating, because not only was my show being interrupted, but the ad did nothing to distract me, and each repetition only increased my irritation.

It reminded me of what a cool opportunity sponsored video streaming presents. If one company sponsored a real-time television show, it'd be considered an innovative media buy, especially if done well. But consider this: you'd never buy all the print ads in a magazine and put the same ad over and over (unless you're Apple and you want the world to know you're nano-chromatic). You'd never buy all the commercials in a television show and put the same 30-second ad over and over. While HeadOn proved that annoyance can sometimes work to your benefit, it generally isn't considered a great move to annoy your viewers.

So get with it, Prudential, and either produce some more spots or get on some interactive.

Sponsored Video Streaming: Florida Orange Juice- Good Work

While watching an episode of Grey's Anatomy online on abc.com (I've recently discovered I'm a girl) I found one of the first great examples of sponsored videos. The episode was sponsored by Florida Orange Juice, starting off the episode with a 30-second commercial. Having been disappointed and annoyed in past viewing experiences, I quickly looked to see if there was a pause button, which I indeed found. Instead of the commercial, the screen was replaced with a "Fast Fact" about Florida OJ. I read it, and was surprised to find myself slightly interested--it had taught me something and thus had added value, not to mention the filling orange juice glass made a cute loading image while I waited.

At the next commercial "interruption," it had a game with one orange and three bins. You had to follow which bin the orange was in as they moved around the screen, and each time you got it right, it got harder. Before I realized it, two minutes had gone by and my video was more than ready to begin. I played one more round because I actually had fun with it and then continued to watch the show. The next break had statements about orange juice for which you could guess true or false. Again, I learned some interesting tidbits. The last break was a choose your own adventure story type game about starting your day with or without orange juice. 

The weirdest part about all of it though was that I actually wanted to participate with the brand, and despite the fact that a lot of it applied more to category than the brand, I still remembered it was Florida OJ. By entertaining me and teaching me, Florida Orange Juice not only got me thinking about their product but actually stole the show. When I finished the episode, abc.com gave me the choice to look at all the ads again, which I did use to go back to watch the first commercial I initially passed over and play another round of Find the Orange. 

Needless to say, my standards for sponsored videos greatly rose upon discovering this campaign. Unfortunately, the bad just seems worse now. Here's to hoping the ad community picks up on these kinds of successful campaigns.

Sponsored Video Streaming: A Series

It's no secret that there have been quite a few growing pains within both the entertainment and advertising industries with the overwhelming increase in online video content. It seems that the entertainment industry has tried a number of solutions, from trying to shut down anyone sharing the content (and this goes all the way back to Napster), regulating the content by sharing it themselves, and finding ways of using it to their own financial benefit. This final solution has certainly been met with its own roadblocks (we all grimly remember the 14-week writer strike) but it seems the dust is finally starting to settle and some truces have been called.

Many of the major networks began streaming some of their shows online with full episode players, including ABC, Fox, The CW, CBS, and NBC. Not all were as quick onto the train, but now most channels offer their shows in this way. Some only have a few episodes, while others have entire series. Some require that you be a registered member, and others let you flit in and out at your pleasure. And MANY frustratingly only will show you previews and clips, driving you to your television, however begrudgingly.

More recently, Hulu came out as a new hub with sponsored content much like the network sites. 

Even more recently, CBS has decided to take this further by finding viewers where they already are. In a new partnership with YouTube, CBS is sharing full-length shows on the site with ads before, during, and after the videos, allowing both CBS and YouTube to cash in on the online viewing trend.

But what about Surf the Channel, Ninja Video, and all the sites these hubs collect their content from? The world may never know...

...but until then, there's a lot going on with these sponsored episodes. Some innovative, some boring, some downright maddening--it's time we look at what works, and what's gotta go.