This document discusses several emerging trends in broadcast marketing. It outlines how broadcast marketing has expanded from traditional television and radio to include new platforms like online video, social media, and mobile devices. It highlights key trends in on-demand streaming, multi-screen viewing, and over-the-top services. The document also examines how broadcast marketers can leverage social media, user data, and mobile technologies to engage audiences in real-time and deliver personalized advertising across multiple devices. An effective broadcast marketing director must understand these new trends and how to strategically utilize different media platforms to reach target demographics.

1. Broadcast Marketing Trend Report
Jeff Fantuzzi
BCA 499
Broadcast marketing has come a long way from just simply selling time slots to major
television corporations and radio stations. The amount of resources and opportunities to advertise
are endless. Broadcast marketing now deals with media outlets such as game consoles, social
media and mobile devices. Marketing broadcast directors must be aware of these new trends in
addition to using marketing skills and helping creative agencies develop brands, campaigns and
broadcast strategies. Skills and knowledge necessary include promotions, advertisement and a
general knowledge of broadcast technologies. As a broadcast marketing director, responsibilities
can include managing broadcast agencies in creative development of a communication strategy
from conceptualization thru execution and approval of all broadcast and Omni channel
advertising (Simplyhired.com). A director must also execute big media ideas for advertising,
which includes emerging online and mobile advertising. Broadcast market directors must also
review all broadcast copy to ensure accuracy and consistency with the brand. Some other duties
that a broadcast marketing director must perform are to develop creative briefs that give direction
of creative marketing objectives, manage the broadcast production process, and develop budgets
for broadcast advertisement. Perhaps one of the most important duties of a broadcast marketing
director is to collaborate with market research in the development of copy testing and
methodology. These actions are based on research results to ensure advertising effectiveness
(Simplyhired.com). Since broadcast marketing is based upon the trends of the consumer, the
director needs to find ways to reach potential customers easily. The best way to do this is to find
new trends in marketing. While it is important to focus on the current trend, it is equally
important to be prepared for the new opportunities and challenges that will come from the latest

2. trends. This report will cover some of the top upcoming trends in broadcasting marketing. There
are three core drivers of change to be reviewed. First, the focus will be on digital and the content
it drives. New trends in television and how video on demand is going to dominate the future of
advertisement and marketing, along with the social media aspect will be reviewed. New trends
by using Real Time social media to help build a brand will be reviewed. Finally ,the power this
tool can have on advertisement and marketing, along with mobile devices and how they make
everything connected will be discussed.
According to the 2013 Market Research Report, trends to watch in media and
broadcasting over the last year, the value of the premium video industry has continued to be in
linear video services; however, the growth will be in multi-screen services. Linear video can
best be defined as television service where the viewer has to watch a scheduled TV program at
the particular time it’s offered, and on the particular channel it's presented on. Opposite of this
would be incorporating the use of DVRs, VCRs or Video on Demand (itvdictionary.com). Multi-
Screen video is defined as video content transformed into multiple formats, bit rates and
resolutions for display on devices such as television, mobile phone, tablet computer and
computer. Additional devices may include video game consoles such as the Xbox 360, or
internet enabled television (itvdictionary.com). While linear video is still a major source of
income for broadcast marketing and advertisement, consumer viewing patterns are shifting
dramatically. They are enough to give linear broadcasting and the so called cash cow video
service providers a scare (ineoquest.com). Over-the-Top (OTT) video services are now the trend
of the future. With the growing popularity of mobile devices, people want everything on the go
and on demand. Over-the-top is a general term for service that you utilize over a network that is

3. not offered by that network operator. It's often referred to as "over-the-top" because these
services ride on top of the service you already get and don't require any business or technology
affiliations with your network operator. Sprint is an "over-the-top long distance service" as they
primarily offer long distance over other phone company's phone lines. Often there are
similarities to the service your network operator offers and the over-the-top provider offers
(itvdictionary.com). Over-The-Top Home Entertainment Media - Electronic device
manufacturers are providing DVD players, video game consoles and TVs with built-in wireless
connectivity. These devices piggy back on an existing wireless network, pull content from the
Internet and deliver it to the TV set. Typically, these devices need no additional wires, hardware
or advanced knowledge on how to operate. Content suited for TV can be delivered via the
Internet. These OTT applications include Facebook and YouTube. Also, included are Internet-
connected TVs (itvdictionary.com). Some other services that could be described as OTT video is
Hulu, Netflix and YouTube. The devices that OTT applications can reach are endless from DVD
players, gaming systems and your TV itself. Going with the trends, broadcast marketers have to
now figure out the best and most effective way to reach their target audience while using OTT
and multi-screen video. According to the 2013 Trends to Watch Market research report,
broadcasters need to now enable their data warehouse, analytics, media asset management and
web content delivery architecture to move from the first experimental phase of multi-screen to an
operational model where they are able to deliver differentiated personalized services across a
range of screens in scale(Market Research Report 2013). This will offer a better chance to reach
a specific demographic of consumers better than ever before. A good example of this is if you
are working with a company like Harley Davison motorcycles. Harley-Davidson sells more
motorcycles to young adults 18-34 (Investor.harley-davidson.com). Using the new trends of OTT

4. and multi-screen video, a marketing director might want to run commercials and advertisements
on popular shows on Netflix like Sons of Anarchy or on popular YouTube videos that might
reach a certain age demographic. Finding the correct demographic for a specific target audience
is important but even if the audience is targeted right, the marketing needs to find a way to make
the consumer need the product. A trend that follows that and one that broadcast marketing
directors need to be aware of is delivering a high-quality, personalized and differentiated
customer experience. This will enable both channel programmer and pay TV to combat the
fragmentation effect of the convergence of the web and traditional broadcast. This will also
enable a deeper audience relationship and ultimately, for broadcast marketing, the transition to a
customer relationship (Market Research Report 2013). This will serve as a way to make the
customer feel like they are in control and make them more likely to purchase your product. To
increase more audience engagement, broadcast market directors must know new customer
interaction points for both broadcast and pay TV. Both broadcast and pay TV are creating new
sources of users and asset-level consumer behavior and performance data. Broadcast marketers
must not read the lack of change in the currencies of broadcast advertising measurement as a
single and that these new sources of business intelligence have now value in enabling smarter
acquisition, programming, marketing, and service development decisions. New sources of
audience data, if exposed to an organizational structure and workflow empowered to make
decisions using this data, can enable broadcast to make smarter programming decisions, increase
margins, respond to evolving viewer behavior in an agile manner, and tactically exploit spikes in
audience engagement across platforms (Market Research Report 2013). This could be very
valuable for broadcast marketing and a great way to increase profit sizes. As mentioned before,
linear video services will be the premium way to advertise, but the growth will be in multi-screen

5. services. Along with continued investment in web-delivered content services and helping to
develop the role of multi-screen, development will dominate the evolution of the broadcast
marketing in the future.
Being connected and having shared experience is defining a new and attractive digital
lifestyle that is highly addicting and contagious. With social media reaching popularity
across the world, broadcast marketing directors have to be educated on all the trends that
follow social media. A new trend is the fact that social media is everywhere. The web is
becoming part of us and we’re bringing it to everything we experience in the real world
and now, also on TV (briansolis.com). Today Smart TV’s offer networking capabilities
that allow people to connect to favorite social media site’s right from a living room.
While this new technology trend has many possibilities, it also offers new challenges for
broadcast marketers such as reaching your target audience even when they are steaming
live coverage of an event on social media via their Smart TV. The key is for companies to
develop relationships directly with consumers using web and social media. A great way
for broadcast marketers to tap into this is by using blog sites and online forums. These
provide an opportunity to marketers to learn what their customers are saying about their
products. It is also important to participate in these forums as this helps to build
credibility for a company and enables a quick response to any problems that may surface
(New Rules of Marketing). This brings me to the next trend that social media brings and
that is marketing and advertising in real time. The internet has changed the pace of
business for marketing directors, which means creating initiative in real time requiring
the ability to operate quickly (New Rules of Marketing). Real time means instant

6. customer service and product revision based on feedback from event in the marketplace.
There is a huge advantage to being first in this kind of setting and, as a result, speed and
agility are now more important than the size of a company (New Rules of Marketing).
There are many new trends and strategies to use social media to help advertisement and
broadcast marketing. Some of these include the use of Twitter to comment on broadcasts
as they take place and make them available to a market to read as they watch. Another
strategy is to comment on regulatory change in an industry with news releases and links
to journalist publications about a product (New Rules of Marketing). Twitter is a new,
very powerful tool because of crowd sourced support. Crowdsourcing can be defined as
outsourcing to a crowd usually via social media in real time. All it takes is one person
with internet connection and a Twitter feed to start a movement by communicating in real
time (New Rules of Marketing). With the rise of social media broadcast marketing,
directors need to be aware of the power these tools can have. The gap between social
media and the business brand will get ever smaller. And the user or the customer will
take center stage with the rise of the brand advocate in recommending, recruiting
customers and connecting with companies in 2013 (Jeffbullas.com).
Mobile marketing is a new trend that can be found in just about everyone pocket.
According to EPiserver.com, a third of smartphone power have used their mobile device to buy a
product online. Many broadcast marketers are changing their marketing approach for the mobile
way in 2013 (Jeffbullas.com). With 59% of US consumers now in possession of a smartphone
and 18% owning a tablet device, mobile marketing is a trend that businesses can’t afford to
ignore (Source: EPiServer). Multi-platform content or mobile delivery is clearly the dominant

7. trend as broadcasters and content owners continue to refine their business models for the
generation of new revenue streams through the monetization of video and audio assets
(Devoncroft). A major advantage of mobile broadcast marketing is the buyers can look for
products and services while on the road. A great way to reach a market is through mobile
devices. With new location applications that can track customers by where they have been and
where they are, it is very easy to reach a target audience as a broadcast marketer. A new trend
with mobile devices that can increase customer loyalty is to build an audience via mobile device.
By reaching mobile buyers at the moment they are ready to buy, you can also move them
to being a long-term customer. You have to give the buyer a reason to want to have a
relationship in the future. One technique is to set up SMS (Short Message Service) codes
whereby the customer sends their email address to an SMS address and gets a benefit on
their next purchase. The seller has the contact for a buyer who already knows the
products. Companies can also enroll someone on their customer mailing list by
leveraging other apps like Facebook, where your contact information and other data are
already stored. This makes the sign-up capture process quick and error-free.” (David M
Scott 2012)
The trend of mobile marketing is just at the beginning of where it could reach. A broadcast
market director has to be aware of the power of this new technology and use it to its advantage.
This report went over the new trends that can affect the broadcast marketing world. Some
of the topics discussed were the advantages that smart TV’s and on demand streaming can have
in advertising to a target market. Then, I discussed the power of social media and how easy it can
be to reach a large group easily and fast. And lastly, I went over the importance of mobile
devices and how they are so important because people always have their devices on them and
can access them anytime. Technology has offered a new challenge for broadcast market
directors. The good thing about all the new trends of 2013 is that once someone figures out how
to use these tools, they can really help a market. These tools, as discussed in this report, can

8. make it easy for a marketing director to reach a certain demographic in matter of seconds. They
also allow companies to interact with their customers immediately and in real time while
working on a long term loyalty. Although it is good to plan ahead, broadcast marketing directors
must focus on the trends of today and be ready to react and adapt to the new technologies and
trends of the future.

9. Works Cited:
Brain solis, future of broadcast media is social March 2010
http://www.briansolis.com/2010/03/the-future-of-broadcast-media-is-social
Broadcast Television: Trends and Information , June 2012, Micheal Bystry, Mid- Atlantic
Marketing Reserch Association http://www.slideshare.net/capitalmale/broadcast-tv-bia
Global Information, Premium Market Research Reports, October 29, 2012 , 2012 trends To
Watch: Media & Broadcast Technology
Ineo-Quest , February 2011, Linear Broadcast services assurance
http://www.ineoquest.com/linear-broadcast-service-assurance
Market Research and Strategic Analysis for digital media, Joe Zaller, April 5th
2012http://blog.devoncroft.com/2012/04/05/largest-ever-study-of-broadcast-market-reveals-
top-industry-trends-of-2012/
New marketing share & demographics, January 2011, Harley Davidson
http://investor.harley-davidson.com/phoenix.zhtml?c=87981&p=irol-demographics
The New Rules of Marketing Third Edition, David Meerman Scott , April 2012, Copyright Penn
Foster
Top marketing trend of 2013, Sookie Shuen,
http://www.jeffbullas.com/2012/01/18/top-10-marketing-trends-of-2012/