Very interesting vision of the Head of Global digital at Pepsi, Shiv Singh, with which I largely agree, regarding the role that TV will take in an ever evolving digital world.
Interesting that he heads up ‘paid, earned and social media’ for Pepsi. No silos here - some brands still see social media as being a separate silo – they shouldn’t. It is simply media that is engaging and multi-directional, rather than the traditional one-way push.
He says that the 6 biggest changes to TV are going to be:
- Creatively, the narrative will change for TV as we consider the TV spot to be only the trailer for the whole story eg the doorway to deeper engagement
Digital allows the brand to have a deeper relationship with consumers because of its very nature – so benefit from the low engagement high reach of TV and then the high engagement of digital.Obviously this ratio can be tweaked according to how digital savvy your target is. Creatives could perhaps tease more with the TV spots, inciting a deeper dive into digital , and then digital provides the engaging infrastructure for consumers to have fun with the brand.
The TV spot is becoming the trailer for a deeper interactive experience.
- Fewer and fewer advertisers will start their strategic marketing planning with a television advertisement in mind.
Ceate an engagement strategy first and then see how we can creatively exploit it to the max.
- Engagement metrics shall heavily influence the planning and buying of TV spots
We currently use GRPs as the electronic buying currency but this is likely to move more towards a GRPE where the engagement aspect of TV shows is taken into consideration when buying and planning. Companies like Seevibes are already reporting how engaging TV shows are.
- The ability to target by location will force a format that has historically been passive and impersonal eg static Television ads, to be much more engaging
Can tie in digital and TV in a more local way and measure the efficiency of each initiative – Google is seeing lots of potential in the local business market and they are obviously able to target and measure pretty much everything!
- Plan for real time digital participation
The closer that marketers can get to real time participation to consumers conversation, the deeper engagement that they shall have with them. A good model for the ad industry is that of ‘political lobbying’ where small teams are able to react quickly to breaking news, comments and engage quickly in the conversation. Old Spice did it really well.
- Reflecting digital culture through television will become a priority for brands
Many consumers care most about what’s trending in pop culture - music, entertainment, sports or celebrities. All this typically breaks online today. Reflecting that and sharing it with wider audiences in ways that correlate to the brand’s objective, is going to become a new role for TV advertising. It’s going to give street credibility to the brands. It’s going to start with those 15-second spots but soon all advertising will cover this.
With the proposed launch of Apple TV sets this Fall, let’s see what is included, how much it costs and how quickly it will be consumed by the masses. Eventually video content(shows, movies) will come and find us according to our interests and our previous behaviour in a similar way to how Amazon currently works.
And quite frankly, I can’t wait!!