Watching Apart Together (on Over The Top TV)

Watching apart together.How brands can leverage the social qualities of TV (again).Dominique Poncin / Boondoggle Leuven

TV, (still) the holy grail of advertising.

TV in the 50s

TV Today

Orthodox marketing LOVES TV

€ 80.651.000 € 1.161.223.000€ 759.259.000

2007 media investments in BelgiumSource : CIM MDB

Evidence : media spendings

Source : Ad glut turns off viewers http://www.usatoday.com/life/television/news/2005-10-11-ad-glut_x.htm

programming 40:30

commercials 13:49

promos 5:45

Evidence : on screen

Meanwhile in the living room...

Initiative BVA study NL 2005Observation of 100 people during 100 everings

Five observations which challenge conventional brand thinking.

1. Media explosion vs limited attention.The audience isn’t listening anymore, multitasking instead.

Graph courtesy by Millward Brown / Richard Huntington

2. Consumers do more than consuming.“Digital thinking” reaches beyond the internet.

3. Transparancy tyranny

Brand promise doesn’t equal brand

reputation.

Picture : Trendwatching.com

4. The end of traditional brand building.3 times more € spent on price cutting as on ‘brand building’ in FMCG.

Picture : Andreas Gursky

5. Brands becoming too big for advertising.In 2006, Nike spent just 33 percent of its $678 million US comms budget in traditional media.

Over-the-top TV & brands :new delivery, same recipe?

“Less commercial time. Like, 90 percent less -- as little as one minute per hour of viewing, if projections pan out.”

Difference #1 : less but better targeted advertising

“At present, Hulu is running traditional 30-second ads in long-form video -- albeit with only 25% of the ads one might have to sit through while watching TV.”

Difference #2 : more choice

But... is there more to internet TV than “less advertising and more choice”?

Gimmick

Mirror

Art

Online TV is still very much a CC of traditional TV

Social Natureof

the InternetTV

Internet TV asan Artform+ =

Top 3 uses of the Internet are social

Case 1 : Honeyshed

“we want to create the digital version of the shopping mall, a place where

fans can celebrate their brands.”

Case 2 : channl.tv

channl.tv walkthrough on :http://www.channl.tv/

Case 3 : Bebo

first in audience engagement

• 155 daily episodes of 4 mins • 35 million views• Sponsored by Microsoft, P&G, Warner Music, Orange• Paid each approx. € 375.000

the gap year trailer :http://www.youtube.com/watch?v=-ms2IidglU4

conclusion?

people and brands meet in a natural

environment

content gains usage-value and social currency

the paradox : when tv becomes

social again

Online TV will reach its full potential when :

Dominique Poncin / Boondoggledominique.poncin@boondoggle.eu+32 486 59 00 20