TV branding: Marketing drama

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Author Branding, Place Branding, Network Branding, Digital Product Placement

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TV branding: Marketing drama

  1. 1. “If you‟re not paying for television, you‟re not the customer, you‟re the product” Jeff Bewkes, CEO of Time Warner (mother company of HBO)
  2. 2. Before… Consumer Advertiser Network
  3. 3. “Shows are delivery vehicles for advertising” June Thomas, Slate.com
  4. 4. “The major networks all race to buy scripts and produce 10 to 20 pilots each on the same timeline, hustling to get pilots made in the weeks before big annual presentations to advertisers in the Spring, when they show off the ones they have picked up for airing” Amol Sharma and Keach Hagey, The Wall Street Journal
  5. 5. Now... Consumer Advertiser Network Subscriber Premium Cable Network Subscriber Hulu, Netflix, Ono TV… Network, cable network
  6. 6. What if service providers want to become producers?
  7. 7. Marketing TV shows Quality TV format Hill Street Blues (NBC, 1981-1987) The X files (Fox, 1993-2002) They lost interest in the family and aimed at:  1 hour long episodes  Target audience 18-49: “low rating + right viewers”  Niche markets, smart spectators  White collar workers willing to try new products
  8. 8. Marketing TV shows Quality TV format Oz (1997-2003) Sex and the city(1998-2004)  In the 1980s, with the advent of the VHS, HBO decided to produce its own content. By 2001, 30-40% of their programs were self-produced  28.7 million subscriber in the USA. 60 million worldwide  Premium Cable. Funded via subscribers. No advertising  1) FCC Regulations do not apply to them, 2) Advertisers cannot interfere  Sex, male frontal nudity, violence, bad language… HBO “It‟s not TV, it‟s HBO” The Sopranos (1999-2007)
  9. 9. The social Buzz: the control of the cultural conversation
  10. 10. Marketing TV shows Content Branding 1. Author branding 2. Place branding 3. Network branding
  11. 11. Marketing TV shows Content Branding Author Branding David Simon Joss Whedon Alan Ball
  12. 12. Marketing TV shows Content Branding Place Branding Nordic countries UK
  13. 13. Marketing TV shows Content Branding Network Branding Violence Women Sex Social criticism
  14. 14. Marketing TV shows Advertising Campaigns True Blood http://yokedesign.com.au/blog/online-marketing-done-right-the-case-of-hbo-true-blood/ Phase 1. Generating intrigue “The marketing campaign was set up as a prequel to the actual TV series and was started off by targeting some of the top horror bloggers in the U.S. They all received anonymous packages by mail with „blood‟ samples in them, accompanied by a cryptic message and a URL pointing to BloodCopy.com”
  15. 15. Marketing TV shows Advertising Campaigns True Blood Phase 2. Expanding the campaign “Passers by on the streets might have noticed the posters advertising a synthetic blood drink Tru Blood, only these advertisements were aimed at vampires, not humans”
  16. 16. Marketing TV shows Advertising Campaigns True Blood Phase 3. Revealing the purpose “traditional marketing campaign that exposed the real purpose behind all the buzz”
  17. 17. Marketing TV shows Advertising Campaigns True Blood Phase 4. Maintaining interest “Specifically, HBO, with the help of True Blood fans, created a full vampire universe around the show. The main element in their strategy has been a very active online presence, with special emphasis on encouraging fan-generated content”
  18. 18. Marketing TV shows Advertising Campaigns Game of Thrones http://www.slate.com/articles/arts/culturebox/2012/03/game_of_thrones_how_hbo_and_showtime_make_money_despite_low_ratings_.2.html
  19. 19. Marketing TV shows Advertising Campaigns Girls
  20. 20. Marketing TV shows Advertising Campaigns Girls
  21. 21. Marketing TV shows Advertising Campaigns Girls
  22. 22. Marketing TV shows Advertising Campaigns Girls
  23. 23. Marketing TV shows Advertising Campaigns Girls
  24. 24. Marketing TV shows New horizons Digital Product Placement Estrella Galicia – ABC deal
  25. 25. Marketing TV shows New horizons Digital Product Placement Pros: 1. The advertiser can pre-visualize the narrative and the scene in order to select the most convenient spot 2. The TV show can vary its product placement depending on the country or target group 3. The negotiation process between the advertiser and the network can be prolonged until the airing of the episode
  26. 26. Marketing TV shows New horizons Celebrities, bloggers and second screens

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