Sep 23
Steven NapolitanAdvertising, Entertainment, Film, Marketing, TV Advertising, Marketing, Movies, On-demand, TV
Netflix is the clear leader in the arena of digital TV & Video entertainment. For less then $10 a month you can watch almost anything you want. Your favorite movie or TV series. Netflix, as shown in the Advertising Age article linked below, is beating out Cable, Studios, Hulu, Apple, Google & Amazon.
As Netflix continues to grow, this will continue to impact not only the entertainment business, but Advertising as well.
Being a content producer and a marketer, we see how this effects both sides. From a marketing perspective we have to watch where eyeballs move, so we can reach the right eyeballs for our clients in as large an amount as we can. As more people watch on-demand programming the model is moving away from 30-second commercials. Hulu offers free programs and has Ads placed in, so this is similar to TV as we’ve known it, but with Netflix having such a huge lead they will have the larger budget to license content. This will allow Netfilx to offer a greater selection of programing (TV & Film) and for a small monthly fee people will not have a problem signing up and the proof is already being seen.
As advertisers we must continue to create new ways to reach our audiences.
For Broadcasters, they estimate the main value of their programming by the amount of money made from 30-second commercials sold around the programming. The growth of on-demand viewing will continue to effect this model.
You can read more in this Advertising Age article: http://adage.com/digitalnext/article?article_id=146057
Apr 26
Steven NapolitanEntertainment, Film, Marketing, New Media, TV
It is no surprise that cable has continued to grow and grab big programming. Oprah moved to cable. Monday Night Football did. Now March Madness.
People want to watch what they want to watch. Online, we search out exactly what we want and go.
TV is no different, that is why smaller networks (cable networks) are getting what they get. It narrows to a specific target. The big Broadcasters are very broad and want a very large and broad audience. While cable networks tend to reach fewer viewers, they reach more specific viewers. This is good for advertisers, if they are marketing to that specific demographic.
As more people do more things online the demand for specifically what we want grows. We have more choices to read what we want and watch what we want.
As content producers knowing where your content fits the best will allow you to grow viewership. As advertisers knowing what content to be along side or with, (for embedded content… in) can and will make all the difference.
More channels will come and their specialty will be greater. Especially, as they reach more of a global audience. As more goes global, it is possible to narrow even further. Thinking globally, a narrow, more specific program can reach larger audiences, in sheer numbers alone.
So, enjoy watching what you want, where you want.
Apr 16
Steven NapolitanEntertainment, Film, Marketing, New Media, TV
Gavin McGarry at MipTV
Gavin McGarry from Jumpwire Media, closed MipTV discussing all to take away in digital media from this years conference.
He stated “Video is expected to be nearly 50% of internet traffic by 2012 and video is expected to be 64% of global mobile data traffic by 2013.”
Video content has always been powerfully and as connection speeds continue to increase everywhere, especially through Mobile this will continue to grow as the preferred way to communicate and be entertained online.
He also states, “you need to be in two places: YouTube and Facebook.” They are number 1 & 2 in terms of views. (YouTube leads.)
Video, video and more video.
You can read more of what had to say at the MipTV Blog.
Apr 13
Steven NapolitanEntertainment, Film, Marketing, New Media, TV
Chloe Sladden @MipTV
Chloe Sladden, who is in charge of media partnerships at Twitter, spoke at MipTV yesterday. She discussed how twitter can not only help engage large audiences for broadcasters, but it can also improve the content with real-time conversation.
Sladden explained that if you can watch a program, while having a conversation with your friends about what you are watching, it enhances the overall experience.
I know it does make it different. When you watch something with others, you do have a different experience, in the fact that you start taking in their opinions. That can be good or bad. Overall, conversation is good. Think about YouTube… if you have a video that is ‘most commented on’ it increases your rating and the awareness of that clip. This will work the same for programs being tweeted about.
Twitter will continue to open up the digital conversation and expand awareness/reach of those conversations. This is already increasing viewership for media, just as it does for products or services.
New Media Marketers will continue to improve their integration of digital tools. Twitter is a big part of that.
The cool thing is Twitter has launched a media outlet to read case studies and see what others are doing by using twitter to enhance their programming. Check it out @ http://media.twitter.com/ and follow @twittermedia.
You can also read more about what Chloe Sladden said on the MipTV’s blog.
Apr 12
Steven NapolitanEntertainment, TV
We’re kicking this week off with our latest TV Series, ‘Livin’ Loud,’ debuting in Cannes, France @ MipTV.
From what we hear… Broadcaster’s are looking for “Feel Good TV” and that is what ‘Livin’ Loud’ is all about.
It is an exciting Monday.
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