TV and Web Convergence The Third.
The topic of web and TV convergence is becoming something of an obsession with me. My choices to watch long-form programming on my home computer are increasing rapidly, and I wish I had time to watch everything I want to. I’m not just an early adopter – just about 74% of the online audience tunes into some sort of online video every month, averaging to over 235 minutes each!
While I have not had the pleasure of placing during the top TV networks on-demand programming online, I’ve been closely following the possibilities. There are different tactics used by the big three to keep people coming back including community features and mobile applications. These are the most attractive to me for many of the same reasons that TV is attractive to advertisers – great monitored content with large, loyal audiences. Now all we have to do is convince the clients. Breaking into advertising on the big three online isn’t extremely cheap, and targeting capabilities are fairly limited. One study shows that the Internet brings in 50% more GRPs than TV. Despite this, only 7% of ad dollars are allocated to web even though online usage accounts for 17% of time spent for the average person. The article referenced mentions that this must be because TV budgets are brand dollars and marketers have been trained to think online advertising as a direct response vehicle. I’ve been hard at work in hopes to shape my fellow advertising professionals and clients to stop focusing on CTR and start seeing all the great branding that can happen from a well-planned online campaign.
I’m crossing my fingers that some of the broadcast buyers at our agency will be offered make-goods online, as ABC recently announced they will be experimenting with. I just have to hope that they embrace online video professionally as much as they most likely do personally. Am I, Interactive Planner/Buyer and they, experienced Broadcast Buyers ready for the convergence that seems to be coming down the pipes? What does this mean for our jobs? Will I need to re-immerse myself in GRPs? Will they need to learn about impressions, ad serving, and behavioral targeting? All I know is I’m going to keep obsessing, researching and predicting. Think of this series that never ends…
Now I’m off to watch my ninth episode of Dexter online this week!