Fairly amazing story coming out of Turner Broadcasting in the US which could/should change the face of traditional broadcasting advertising.
They're going to announce that they will be turning their TV network into one big native advertising platform. Channels include CNN, Cartoon Network, TNT and others (it's a big cable player) but what they're doing is actually to change commercial breaks.
Instead of your standard 30 or 60 second commercial, they'll replace it with digital video that will tell a brand story in a native way. Perhaps 2/3 minutes long, instead of say, 5 x 30 second commercials, and put them on TV breaks. Not unlike what they've done on CNN with Subaru creating 'CNN Heroes'.
It's actually far better for viewers who get to see long form engaging content, albeit sponsored and branded, rather than just Ads. And it's better for the broadcaster as they'll scoop up that digital video which Streamabout is so familiar with and creates.
It's the re-imagining of TV advertising and perhaps spells the end of TV commercials as we know them. Given that they're such a big player, it's hard for other traditional TV broadcasters not to take note.
It's also a very right move for a traditional TV broadcaster in the digital age and for once, we applaud TV.
Good thinking at Turner.
Very short blog, very interesting numbers.
Facebook, for April 2015, have now 4 Billion Video views A DAY.
And that's an increase of their 1 Billion video views a day only last September.
And an increase on their 3 Billion video views a day only last January.
So it's staggering growth and as they role out more video opportunities, that can only grow. But shows how video is well viewed.
It further highlights the need for Clients to get Video Ads and to utilise Facebook targeting. And Yes, we can help.
Google's YouTube have just announced that they've started to E Commerce enable YouTube video. It's a breakthrough in terms of video and sales as well as giving YouTube advertisers, direct response for their investment.
It is probably the biggest breakthrough since advertising started. You watch a commercial online and you can buy directly from it. We've waited a long time for this. A billion customers a month are on YouTube.
In partnership with Google Search, what happens is that you watch a video which shows some product and when you click on an aspect of it, you can buy the product online instantly. Or you can search retailers, product functionality etc.
And it's exclusively YouTube so the same video won't click thru elsewhere.... hence if you want advertising that sells....advertise on YouTube. Magnificent breakthrough.
The first product is Unilever's Tresemme in the hair/beauty category as a test and it'll be interesting to see the results. The audience they have, the technology they now have and it will just be up to doing good video that brings eyeballs in to watch. Streamabout are in that space thankfully.
So YouTube is now a shop. Presumably they'll take a margin on all online sales and possibly, start charging for the space to show your video.
It's a dream really and a terrific Advertising platform that will compete seriously with traditional media. You never really knew if your Advertising worked on delivering sales, as such. Now, you do.
