How brands can leverage the social qualities of TV becoming social (again). - Presentation given on "over the top TV" symposium of the Belgian Broadband Platform about opportunities for brands and consumers. For more info, go to : http://blog.boondoggle.eu/2008/03/watching-apart.html

1. Watching apart together.
How brands can leverage the social qualities of TV (again).
Dominique Poncin / Boondoggle Leuven

2. TV,
(still) the holy grail
of advertising.

3. TV in the 50s

4. TV Today

5. Orthodox marketing LOVES TV

6. Evidence : media spendings
€ 80.651.000 € 759.259.000 € 1.161.223.000
2007 media investments in Belgium
Source : CIM MDB

7. Evidence : on screen
programming 40:30
commercials 13:49
promos 5:45
Source : Ad glut turns off viewers
http://www.usatoday.com/life/television/news/2005-10-11-ad-glut_x.htm

8. Meanwhile in the living room...
Initiative BVA study NL 2005
Observation of 100 people during 100 everings

9. Five observations
which challenge
conventional brand
thinking.

10. 1. Media explosion vs limited attention.
The audience isn’t listening anymore, multitasking instead.
Graph courtesy by Millward Brown / Richard Huntington

11. 2. Consumers do more than consuming.
“Digital thinking” reaches beyond the internet.

12. 3. Transparancy
tyranny
Brand promise doesn’t equal brand
reputation.
Picture : Trendwatching.com

13. 4. The end of traditional brand building.
3 times more € spent on price cutting as on ‘brand building’ in FMCG.
Picture : Andreas Gursky

14. 5. Brands becoming too big for advertising.
In 2006, Nike spent just 33 percent of its $678 million US comms budget in traditional media.

15. Over-the-top TV & brands :
new delivery, same recipe?

16. Difference #1 : less but better targeted advertising
“Less commercial time. Like, 90
percent less -- as little as one minute
per hour of viewing, if projections pan
out.”
“At present, Hulu is running traditional
30-second ads in long-form video --
albeit with only 25% of the ads one
might have to sit through while watching
TV.”

17. Difference #2 : more choice

23. But... is there more to internet TV than
“less advertising and more choice”?

24. Online TV is still very much a CC of traditional TV
Gimmick
Mirror
Art

25. Social Nature
Internet TV as
of + TV = an Artform
the Internet

26. Top 3 uses of the Internet are social

28. “we want to create the digital version
of the shopping mall, a place where
fans can celebrate their brands.”
Case 1 : Honeyshed

32. Case 2 : channl.tv

33. channl.tv walkthrough on :
http://www.channl.tv/

34. Case 3 : Bebo

36. first in audience engagement

37. • 155 daily episodes of 4 mins
• 35 million views
• Sponsored by Microsoft, P&G, Warner Music, Orange
• Paid each approx. € 375.000

38. the gap year trailer :
http://www.youtube.com/watch?v=-ms2IidglU4

39. conclusion?

40. Online TV will reach its full potential when :
people and content gains the paradox :
brands meet usage-value when tv
in a natural and social becomes
environment currency social again

41. Dominique Poncin / Boondoggle
dominique.poncin@boondoggle.eu
+32 486 59 00 20