Home  › Marketing › Strategies

Honey I Shrunk the TV... and Made It Better

  |  February 13, 2012   |  Comments   |  

More people are watching network programs online. How are you adapting messages to this emerging trend?

Two weeks ago I was in the U.S. for business and woke up at 3 a.m. cursing the jet lag. After clearing my emails, I decided to catch up on the 100th episode of The Big Bang Theory on my laptop. In doing so, I joined the growing ranks of people watching network programs online.

According to Nielsen, approximately 70 percent of global online consumers watch online video, with Asia-Pacific leading the way (How People Watch: A Global Nielsen Consumer Report, 2010). The interesting fact is, globally, 57 percent of respondents report having watched online video on their computer at work. This is especially relevant among younger users who are used to accessing content round the clock (big alarm bell from employers!).

The trends above present a wonderful opportunity to de-couple the content from the platform and explore ways to tailor messages to the audience's media consumption habits. Let me share a few examples to make this concept come to life:

  1. Don't just adapt... explore. Adapting your TV ads and posting them on your brand's YouTube channel might be the fastest way to get to your content online but it's definitely not the most efficient one. You may want to start with a study of the media consumption habits of your audience and a research on the content they find valuable. This will help to explore the fit between your brand, the content, and the media channel. The tie-up between AT&T and American Idol is one of my favorite examples of a brand understanding its target audience (young music lovers), their needs (to enjoy good music), and creating a connection through the brand to allow them to participate in the show. No wonder the show has been immensely popular for the last 10 seasons in the U.S. and abroad.
  2. Create the link. For people looking to learn about new things and places, a credible source of information is important. This is a great opportunity for a brand to associate the content provider and let the viewers infer the connection. A great example of this is the Japan Hour, a TV show about Japanese culture and tourism that has aired in Singapore for the last two decades. Although the show is purely educational, it is sponsored by iconic Japanese brands like ANA and Daikin. The association with the show helps them to increase salience about their association with Japanese culture of innovation and quality. Although the show is not available online, it has a great opportunity to engage a lot more users by establishing an online presence.
  3. Power to the user. As DVR penetration increases and Internet speeds become faster, media consumption will become fragmented. Users will decide when and how to consume content and interact with advertising. For example, the CBS networks now put the latest episodes of their shows online, allowing consumers to watch content at their convenience. During the show, consumers are given an option to choose between two commercials. Love the collaboration between a content provider and advertisers to shift the power to consumers.

As online video approaches ubiquity and mobile video continues to grow, especially in Asia, the challenge for marketers is to think "platform neutral" and "customer-centric." This change in mindset will be important as consumers gain more power.

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!


Mandeep Grover

Mandeep has over thirteen years experience of building brands with blue-chip organizations like Johnson & Johnson and Pfizer across FMCG & Medical Device categories. His latest assignment is to launch a newly acquired medical technology start-up business across Asia-Pacific.

Mandeep is a recognized expert in integrating emerging media to drive business results. In 2007, he led the launch of one of the first branded apps on Facebook. The app was a finalist at Cannes and won the highest recognition for marketing excellence in J&J. In 2009, he pioneered the launch of the first iPhone app in J&J, which was featured in the Sydney Morning Herald as an example of innovation.

Mandeep has spoken widely on social media, mobile marketing & multichannel marketing at conferences across Asia-Pacific. He writes regularly for ClickZ and has been a judge for the Australian Marketing Institute (AMI) Awards for Marketing Excellence.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!



Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.


    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...