After a week off for R&R, I'm pleased to be joined once again by Colin Dixon, senior partner at The Diffusion Group, for the 146th edition of the VideoNuze-TDG Report podcast. Colin is at the IBC conference in Amsterdam this week, so his audio isn't quite as good as usual. There, he attended a fascinating presentation by a Unilever executive on how the company is adapting its advertising to the realities of a multi-screen world. Colin shares his reactions, particularly to how Unilever is creating its own online content in order to engage its audience in ways not possible with traditional TV advertising.
Shifting gears, we then discuss Amazon's aggressive content licensing blitz that I wrote about earlier this week. Having spent hundreds of millions of dollars licensing premium content over the past 15 months in support of its Prime Instant Videos, I think it's pretty clear that Amazon has emerged as the strongest new competitor to Netflix. Colin agrees, but reminds us that although content parity is critical to competitiveness, user experience matter as well. On this front, we agree Amazon still has a lot of work to do to match Netflix. Listen in to learn more!
Click here to listen to the podcast (23 minutes, 41 seconds)
Question: What do Frito-Lay, Unilever, Neiman Marcus, Heinz, Toyota, Smirnoff and MGM have in common?
Answer: In just the last month each of these companies has announced plans to launch some type of broadband video marketing program. Beginning of a trend? You betcha.
Premier brands from one industry to another are recognizing the importance of using video to reach out to and engage better with their customers. Yet I read with interest this piece in yesterday'sWSJ, discussing a big marketers' conference that sold out for the first time ever this year. Adapting to the digital world is a top concern. A Booz Allen survey found that most marketers allocate only 5-10% of their ad budgets to digital media, while online usage continues to soar.
So kudos to the companies mentioned above and the others which are taking their first steps into the broadband world, trying to figure out what tactics work in this new era. Their efforts are varied and reflect the sense of experimentation pervading the market. Consider - Frito, Heinz and MGM are all using some type of content to incent UGC activity. Unilever's Dove soap and Smirnoff are posting original video on YouTube, trying to catch a viral wave. Meanwhile Toyota has devised a new Xbox game called "Yaris" after one of its cars.
As the Super Bowl season approaches, we can expect a lot more broadband video activity from the marketers. Almost 2 years ago I wrote, "The $10 Million Super Bowl Ad". It's worth a peek, I think we're heading in that direction as marketers realize how broadband tie-ins can breathe huge additional life into 30 second Super Bowl spots.