Traditional media are becoming more interesting thanks to real-time media. But does that – alone – make the prospect more valuable as a communications strategy?
A Communica client had the opportunity to participate in a high-profile television sponsorship, and was interested in knowing what type of return they could expect from an integrated communications approach to the sponsorship. “We were interested in learning the show’s ratings, demographics and network status,” said Communica’s Tricia Knight. “But we also wanted to explore the potential return of real-time media activity (content and participation) and how the brand perception would benefit from this exposure.”
In today’s television, active discussions take place during/after live broadcasts, with viewers sharing opinions at astounding rates and changing the way marketers approach advertising investments. But what’s most important is that brands can listen and respond to these conversations, learning more about what viewers want, how they communicate and to what they respond. And we can see our clients’ messages resonating across all communications channels.
“People want to participate while they are watching; they want to know what others think, and they expect programs to be listening,” explained Deanna Lawrence of Communica. “These programs are listening and responding. Many have created character Twitter accounts to extend the show experience and to interact in real-time with fans. Fans love the behind-the-scenes content and this, along with being heard, creates a lasting emotional connection. Responding is the important element.”
Communica looked for active and original content generated in connection to the program, along with good response levels and ongoing followers. A mix of content and interactions with other outlets can extend the brand experience within the program. “We looked first at Twitter, Facebook and YouTube, but we also needed to understand the program’s adoption of emerging platforms such as Pinterest, Instagram and Vine, each very important for consumer-focused brands,” Lawrence said.
Overall, Communica provided a comprehensive look at on and off-air information surrounding the program and its engagement with viewers. “We offered an overview of the competitive and network situations, which ultimately helped the client make an informed decision whether to participate or decline the opportunity,” Knight said. “They had a true understanding of the landscape before taking any action.
Consumers are not just watching television anymore – they’re participating. Behind-the-scenes programming, live discussions and other real-time interactions create lasting connections between viewers and the program. It also offers unique opportunities for advertisers.