Thursday, October 19, 2006

What Does It All Mean For Brands ?

7am in New York and I've just been speaking to a journalist on Marketing magazine in London about the impact of TV 2.0 on brand marketing.

It seems that we are about to return to the world of soap operas - they originated when the major soap powder companies found that TV wasn't delivering enough housewife viewers in the late fifties (and had origins much earlier on radio).

Now, rather than owning sponsored slots, brands can own whole channels.

This, of course, opens up a load more questions such as: what should the content be and where do I get it from; how do people know about our channel ?

I think the answer lies with the evolution of the internet. The first stage was to build and make relevant, the second stage was to promote and third third stage was optimization. Then fragmentation takes place, from one corporate internet site come many specific brand sites and microsites.

I have little doubt that five years from now every major brand and corporation will have at least one online channel. Most will have many more covering various brands and audiences (one for employees, one for distributors, many for customers).

Much of the communication that would have been undertaken through flat text (brochures and websites) will become more persuasive and emotive as it moves into the movie realm.

It's a good time to be a video production company.

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