Are You Making TV Adverts No One Is Watching?
Traditional TV Viewing is in Decline
The staple diet of our entertainment viewing for the last 5 decades is in decline. Peak TV viewing times are now attracting smaller audiences than even five years ago. Which is prior to the launch of streaming services like Stan, Presto and Netflix in Australia this year. 2015 is pegged to be the year that the internet overtakes TV as our preferred entertainment source in Australia. This is the prediction from a recent study conducted by the Deloitte Institute. In fact, the study shows that this has already happened for those under 30. In fact the latest report from Deloitte was published recently and the trends have only continued. But asides from that, even for those of us that are watching TV, did you know that around 80% of us are usually second-screening.
What is Second-screening?
If you haven’t heard the term before, Second-screening is exactly what it sounds like, using a second screen whilst we’re in front of another one. Australians predominantly second-screen with our mobile phones. We spend our time browsing online and checking up on social media. So even though the TV program might have high ratings, it’s very likely that audience attention will be significantly divided between the program and their devices.
Second-screening is a Great Opportunity for Smart Brands
This provides a tremendous opportunity for smart brands using online video content. You don’t have to spend on a TV advertising campaign. You can instead engage your target market on their devices instead.
The thing is that people just love good online video content. They’re actually wanting to watch content that is relevant to them and their needs, which engages them in the moment. And every time a program gets a little dull, or breaks for advertising, the likelihood of people being on their devices increases.
Strategic Online Video Lives Where the People are.
And as people jump on devices, they’re looking for something more engaging than what’s being served up on the telly. And this is the strength in strategic online video marketing. You can target the right people, at the right time, and if you’re using the right content then people will happily engage with your brand.
Creating the right online video content to engage and inspire your audience needs to be a critical part of your marketing, and having the right strategy in place to ensure your content is actually going to be seen is the crucial first step.
If you’re not moving into online video marketing, then you may just be making content no one is watching. I’d love to know what you think in the comments below.