Buying online advertising alongside TV

Over the last few months, I’ve visited a lot of media agencies (nearly all of the bigger ones) with my presentation on online video on demand.

The overwhelming theme that has emerged from the presentations is that there is very little information on VOD out in the market, and that agencies are desperate for knowledge on the format.

Today’s announcement doesn’t help matters.

With such a new format, uncertainty is inevitable. Even in agency structure, it is apparent that no consensus has yet emerged. In some companies, VOD is bought by TV people; in some it is bought by digital people; in others a new team has been created specifically for the format.

Different structures lead to different conversations and different outlooks.

My number one recommendation – no matter what the set up – is for digital, TV and VOD guys (they may be the same people; they may not be) to be in continual conversation with one another.

This is because TV and VOD complement one another.

In simplistic terms, online catch-up increases reach and additional made for broadband content increases frequency/immersion/engagement.

Online doesn’t work against TV; it isn’t independent. It is positively correlated.

Furthermore, as different platforms, the advertising is consumed differently. TV is about mutual viewing and simultaneous consumption and conversation. Online is about opt-in and a high level of involvement. Reach and attention.

Therefore, those that are booking TV well in advance should look to online as a means of adding to the campaign – either incrementally or through deeper engagement.

Whichever the aim, money shouldn’t be redirected from TV to online. Campaigns shouldn’t be spread thinner. Incremental spend is required to accumulate the benefit.

Buy catch-up to increase reach. Buy made for broadband content to increase frequency and tap into the most engaged advocates of a show.

Not all agencies have this overarching level of communication across their buying teams. They should.

sk

Image credit: http://www.flickr.com/photos/davidclow/

PS I’m here this weekend, so there won’t be a link update.

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