• Part 4 of 8: Video Blurs the Boundaries Between Online and TV

    When it comes to consuming information, users are turning to multiple sources – including their computers, mobile devices and TVs. Research from Deloitte’s latest State of the Media Democracy survey shows TV reigns supreme: 71 percent of Americans rate watching TV on any device among their favorite media activities. However, there search also shows that Internet, mobile and social media channels enhance the overall TV viewer experience; and nearly three-quarters of American consumers are multitasking while watching TV.

    As users continue to “media multitask,” it will become imperative that marketers concentrate on value-added, cross-platform campaigns. For example, by advertising a product or service during highly watched TV programming and launching an interactive online campaign, brands are more likely to reach, appeal to and engage consumers.

    Google’s Steib believes in the right media mix to reach target consumers. “Google research shows that one-third of people who see an ad on YouTube have not seen it on television,” he explains. “Light TV users and younger audiences are engaging with content and brands online.” If marketers invested in YouTube promotions rather than additional cable exposure, for example, Steib says they’d see a much bigger bump in reach and value for their marketing dollars.

    As video content becomes more prominent – both online and off – collaboration skills for marketers will become indispensable. Just think about the many parties potentially involved in developing an ad that appears on TV and online: Perhaps a company contracts an agency to create the original TV spot. To make the ad interactive, they engage a different digital shop. Then an in-house media buyer works with different contacts to secure TV and digital airtime. Integrating traditional and digital media requires all of these teams – often times at multiple organizations – to get on the same page.

    Video Killed the Radio Star

    When asked to describe what new responsibilities creative professionals will have in the next three to five years, a number of AAF Ad Club members pointed to video-related tasks. Among the responses:

    • Video to support branding, marketing, sales and customer engagement

    • Writing and video production

    • Rough audio and video editing

    Businesses around the world want their voices to be heard – and by incorporating video into their media mix, smaller organizations can garner greater attention on the Internet. While a well-designed website has the potential to be overlooked, a one-minute video could reach corners of the market you didn’t even know existed. As such, employers are actively recruiting marketing professionals with experience producing and promoting video and leveraging platforms like YouTube.

    Donna Farrugia is Executive Director at The Creative Group, a division of specialized staffing leader Robert Half International Inc., which specializes in placing highly skilled creative, advertising, marketing, web and public relations professionals with a variety of firms. Read the entire white paper, “The Creative Group of the Future.”

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