7) Brand-inspired programming. BMW films are probably the best-known example of this kind of programming. We're looking for more of it in the future. Particularly from youth oriented brands. In fact, very soon TiVo will be downloading brand-inspired programming at the request of the customer. Will you be ready?
8) Lead-in and wholly owned sponsorships. Recently Bravo ran "The Big Kahuna" commercial-free, sponsored by Starbucks. Starbucks ran an announcement at the introduction of the film, binding the brand not only with the film and the enriched experience of a commercial-free viewing, but also with the network itself. This example is a very savvy move in our mind, even though as a marketing initiative, standing on its own, it's exceptionally hard to measure.
Summary
Fundamentally, any idea that provides impression delivery around the constraints of PVR's works in today's shortened attention span environment. These are but a few of the ways your message can thrive in a "time-shifted" environment.
Of course, the ferocity around the adoption of ad-blocking technology suggests that marketers find a new way of fostering demand, just as media needs new revenue models to support programming. It is obvious that the effectiveness of the old models is waning, but bridge tactics are required in the near term.
Finally, what's been said repeatedly - but still deserves reiteration - is the heightened value commercial skipping puts on creativity. Announcers yelling annoying taglines repeatedly behind dubious graphics for 30 seconds may have worked fine in the past, but it is less likely to be noticed in a world where your favorite show is only seconds away. Creative focus must strip the binds of messaging alone and move to the medium itself.
Feed Your Head
