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TV entertainment channels double online promo spending
At this week’s #entsm tweetchat we briefly discussed the budgets of online spending for entertainment content as it relates to traditional media spending. This article speaks to the topic, which we will address again in future #entsm tweetchats. Join us Tuesdays, 8PM PDT.
| TV entertainment channels double online promo spending |
| Upasana Kaur / Mumbai August 27, 2009, 1:08 IST |
Online promotion spending by general entertainment television channels (GECs) have risen by around five percentage points as compared to the previous year ? from 3-4 per cent to 8-10 per cent this year of the total marketing budget. Typically, this total amount for a GEC ranges between Rs 40 crore and Rs 90 crore, depending upon the channel.
?There has been more than a 100 per cent jump in the spends. All GECs are spending on the digital medium, as it is the only one from where you can get responses well and fast. It is a crucial strategy for creating brand awareness and reaching out to the young. It also has the advantage of becoming interactive. For channels like Colors and MTV, the online medium is playing a bigger role than it used to do earlier,? said Maneesh Mathur, Chief Operating Officer of P9 Integrated, a film entertainment marketing company.
?Although there are other established media like print and TV, there is a problem in terms of buying spots to promote a channel. For instance, Colors cannot buy a spot on STAR Plus to promote itself because they are competitors. So, they buy spots on AajTak and other news channels, where the basic reach is small. But to overcome this problem, the effectiveness of social networking sites have been realised, adds Mathur.
Viacom 18, for instance ? which is promoting its channels MTV, Colors, Nick and Vh1 on the web ? is spending almost 10 per cent of its marketing budget on online promotion. ?Along with this, we have tied up with Orkut and Facebook in a non-commercial agreement, wherein both sides see a certain mutual benefit and value in the association. There have been certain other tie-ups (with the likes of MSN, Ibibo) wherein we have parted with our content and/or offered them tremendous branding and visibility and hence earned revenues for that,? said Anuj Poddar, Senior Vice President.
?GECs seldom use online platforms for marketing fiction shows, but for non-fiction shows, 10 per cent of the spends could be towards online promotions. I believe there?s scope for more,? adds Poddar.
When asked if there has been an increase in the investments by GECs, Poddar says: ?Traditionally, GECs did not use the digital platforms much for their marketing activities, but we are starting to see this evolve. As shows themselves get hippier and the target group younger, marketing spends, too, will follow towards younger media. We have gone from zero to spending about 10-20 per cent for non-fiction shows.?
Channels like MTV, NDTV Imagine, Sony and Colors have also come with interesting content on the web like MTV?s Facebook Connect ? Facebook users can post who they think their Celebrity Look-Alike is. If the judges on MTV Connected feel so, you get a chance to be featured on the show. On Roadies Battleground 2, watch MTV, note down the tasks, go to the website MTVindia.in and upload the video of yourself performing the task. If you impress the judges, they?ll let you participate!
Also, recently for the show Rakhi Ka Swayamvar they came out with a game where you can kiss Rakhi online. Around 81 per cent of the online Indian population, according to a report by Hungama Digital Media, engages in some kind of social interactivity on the web, making it an ideal place for the GECs to draw young crowds.
?For us, we see the net as a core platform to engage and entertain our audiences. The only difference is that in India, entertainment through the internet has yet some distance to go before catching up with TV. However, this catch-up is happening much more rapidly amongst the youth. Hence, out of our four brands, MTV right now is the most evolved online and by default, we now have a multi-platform approach to most MTV shows. Similarly for Colors, we do things online more with the non-fiction shows than the fiction shows, due to the differing TG. Interestingly, kids? online presence is growing exponentially and hence we have created a very vibrant site for them at nickindia.com. Just like its TV avatar, nickindia.com now enjoys the highest time-spent per kid amongst all the kids? channel sites,? says Poddar.
The online promotion for Sony?s Bhaskar Bharti and Iss Jungle Se Mujhe Bachao is carried out by Ignitee Digital Solutions, a digital marketing company. Danish Khan, marketing head of Sony Entertainment, says: ?We are spending 8 per cent from our total marketing budget on online promotions.?
Atul Hegde, Chief Executive Officer of Ignitee Digital Solutions, is also not surprised by the increase in spending. ?I see a lot of viability for this trend to grow, as the target audience the GECs are targeting through social media are mostly in the age groups of 15-25 years and online is the best way to attract that target group.?
Brand Marketers Embrace Social Media – eMarketer
Brand Marketers Embrace Social Media
AUGUST 26, 2009
Measurement remains a challenge
The social media marketing bandwagon is filling up, according to the “2009 Marketing Industry Trends Report” from Equation Research. The survey of US brand marketers found the majority already using social media.
Some marketers were planning on adding social media activities over the next year, including 15% of respondents in businesses with fewer than 50 employees and 24% of those whose companies had at least 500 workers. But most brand marketers interested in social media were already using it.
via emarketer.com
Social media has changed (correction-is changing) the way we live, work and play. Therefore marketing strategies are also evolving… the difficulty is how, where, when, why.
The bottom line? FAST.
Thats what you need to know. Social media is changing fast… and statistics help us get a small grip on this massive/global communication surge.
Take a look at the full article and further graphs/stats at http://www.emarketer.com/Article.aspx?R=1007246#
John
Trend Topics Signal Twitter?s Turn Towards Entertainment
Most general purpose online services start as tech biased. After all, early adopters on the internet are the tech-savvy crowd, so sites such as Digg (
) or Twitter (
) inevitably start out overcrowded by tech-related topics, as well as detailed examinations of the site?s own technical intricacies and issues.
If a site breaks it to the mainstream, things change. Digg admins have put in a lot of effort to remove the tech bias, and now Digg is truly a general purpose news site. On Twitter, however, things seem to be moving in a different direction.
The average Twitter user doesn?t seem to be obsessed with Twitter?s server failures or the latest gadgetry (topics such as these overwhelmed the early days of Twitter). Nope, the majority of Twitter users are talking about the latest cinema/TV premiere or sporting event.
One can easily notice this by following the recurring Twitter trends. At this moment, some of the trends are District 9, Inglorious Basterds (movie premieres) and True Blood, Miss Venezuela, and Miss Universe 2009 (TV series & events). This trend has been increasingly noticeable in the last couple of months: with Twitter truly hitting the mainstream, it reflects the views and interests of a very broad audience; an audience that is primarily interested in entertainment (at least in the absence of a major news event).
It is also noticeable in the list of top Twitter users on Twitterholic. Once populated solely by tech figures, today it?s the A-list of Hollywood celebrities. On Twitter, real-world fame has overtaken online fame, and no techie will be able to overtake Ashton Kutcher when it comes to number of followers.
Is this a bad thing? Not really; with such a wide audience, it?s only logical that Twitter?s trending topics reflect the topics seen on, for example, the front page of Yahoo.com or the cover of Entertainment Weekly. But, as its audience grows, Twitter will need to somehow make sure that all topics are equally represented in the trends, otherwise it?ll always alienate a portion of its users.
via mashable.com
In this great piece by Stan Schroeder for Mashable… the tipping point is quite evident. Twitter is now a true force in entertainment. Watch this #entsm (entertainment social media) momentum pick up as we enter the holiday season, as the economy eventually kicks in, as social media matures and as the masses take to the twitter (and all social media) community.
Discuss the Twitter Effect and other key topics at the weekly #entsm Tweetchat, Tuesdays, 8PM PDT
Follow @johnayers #entsm
‘Terrorist Facebook’ ? the new weapon against al-Qa’ida -World Politics, World – The Independent
I tend to focus my blog, research and interests around marketing, creative, strategy, entertainment, but because of my immersion into social media, I was intrigued when this story from the Independent came across my screen. A bit heavy, no doubt… but it speaks to the power of social media.
See full story here http://tinyurl.com/mcgrkz
John
Top sites, who visits them, what is their age, what’s their salary and more amazing info.
While tripping through my google alerts, Twitter accounts, Facebook pages and Linked-in contacts; somewhere (I frankly don’t recall) I came across “Quantcast.”Like Alexa, they’ve been around a while, I’ve heard of them, but have not checked ’em out until now. Probably, because I am not an analytics guy. In fact, I kinda hate the stuff.
Being more of a creative, strategy minded marketer… I tend to work from a common sense, instinctual, visceral place. However, I am well aware of the importance of knowing your audience, competition, market share and the like. Quantcast, is a user friendly web site that allows you to drill down into a company’s site, it’s visitors and more.
I hold a weekly #entsm (entertainment social media) Tweetchat ( http://pitch.pe/21628 ) so with that in mind… I thought I would take it to the test.
I went to http://www.quantcast.com
Typed in hulu.com. and clicked enter.
In the Summary tab here is what I found.
NOTE: (This took me about 3.8 seconds to execute)
There is so much information here that is really valuable.
As you can see, you can drill down to the details of geographic, demographic, lifestyle and other.
See other sites this Hulu audience also likes, on the right-hand side.
I really don’t like giving free advertising for a company that isn’t paying me… but Quantcast is a tool I will be looking at in greater detail.
Powerful stuff.
John
6 Gorgeous Facebook Visualizations
via mashable.com
In my June 30th blog, ( http://johnayers.posterous.com/are-you-a-visual-thinker ) I asked the question: “Are you a visual thinker?” and shared some pretty interesting image based depictions of social media and the virtual communication world we live/work in. Stan Schroeder via @mashable has put together a nice range of Facebook visualizations. Check em out.
Channel Islands Marina, CA
Execs Build Fall Buzz Through Word of Mouth, Social Media
via mediaweek.com
How do you get other people to do your marketing and advertising for you?
That basic concept is what is driving networks to utilize social media tools to engage viewers with the hope of a word-of-mouth ROI.
MediaWeek discusses some case studies that are out in the market right now.
Look for more of this going forward, not only for TV, but all entertainment content.
Woofer | Macroblogging
via woofertime.com
You knew it was going to happen. 140 characters just wasn’t enough. We all thought it would turn into 200, or maybe even 280. NOPE!
140 turned into 1,400 characters.
To the unsharpened writers out there that have jumped into micro-blogging… get ready for macro blogging. I will keep a close eye on Woofer.
John
John Ayers 