The 30-second commercial is not dead, despite what Trevor Beattie thinks. But, here’s something to consider, I could easily consume 4+ hours of content, anytime and just about anywhere, night after night, and not see one 30-second spot. Game of Thrones on Demand via HBO or HBO Go, followed by two episodes of binge watching some old series on Netflix, then I’ll play an hour of Call of Duty on the Xbox 360, followed by catching an out of market West Coast Major League Baseball game online. That’s not trying to get by on scraps, that’s all top tier entertainment.
Read the Netflix Long Term View and you’ll get a glimpse into how that company sees the future. It’s a fascinating piece, and shows how they, along with HBO and others, are likely to be capturing the lion’s share of attention, certainly from the upscale market. So, if you are a brand like Land Rover or Virgin Atlantic or Waldorf or Revlon or Dell or Crystal Cruises what do you do? We’re not talking about simple DVR commercial skipping, we’re talking about a future where some of the best, most watched and talked about content simply doesn’t have ads at all.
Last week I went to the Machinima Digital Upfront. If you don’t know Machinima that’s ok, unless you are trying to reach the global, male 18-34 demo, then it is a problem. Machinima racks up more than 2 billion views per month across it’s network (internationally, online and mobile devices). They do this with original programming that is tailor made for its audience. At the event they announced new partnerships that will get them into the massive EDM (electronic dance music) market, as well as a partnership with the director Ridley Scott.
On another front there is a discussion over who is going to own the App Battle that is going to be taking place on your phone, tablet, Smart TV / Internet TV / Connected TV and video game console. You can argue who the winner is going to be – Alan Wolk of KIT Digital thinks it will be the MVPDs who have the advantage. I think brands have agreat opportunity, but the truth is, arguing whether we’ll be using a Comcast app or a Google app or a Nike app isn’t the point, the point is we’ll be launching video content from all sorts of providers and producers and that won’t feature a traditional 30-second spot.
So, what’s your post 30-second spot plan? Product integration directly into the content? In-app sponsorship? Create your own app that enhances the viewing experience around content relevant to your brand? Create your own content? Create your own content channel that hosts video from a wide range of producers that aligns with your brand?
Those all sound like pretty compelling options, but “option” may be a misnomer. I think your “TV strategy” needs to be a lot more diverse than simply deciding between broadcast and/or cable. It’s going to involve a sophisticated plan based on your audience and their viewing behaviors. It will require new social analytics like the ones developed by Bluefins Labs, which was recently bought by Twitter. And it’s going to demand a partner who can help you manage a complex web of partnerships and collaborations with content producers, distributors and tech vendors you may not have even heard of five years ago… because they didn’t exist.
Yes, for the foreseeable future the 30-second spot still has a place front and center in your plans. But right now the smartest brands are preparing for a future where YouTube, HBO and Netflix are the equivalent of ABC, CBS and NBC 40 years ago.