Blogging Out Loud

Connecting You with the Latest Marketing Tips and Trends.

You Can’t Do That On Television.

Apple, Google help marketers envision the future of television. Forrester Research estimates that by 2016 half of all households will have web-enabled devices on their televisions, so it’s no wonder techies were abuzz last week when a certain Apple product mysteriously ran out of stock on several online outposts. Amazon, BestBuy and Wal-Mart stopped selling the Apple TV, sparking rumors that the brand’s highly anticipated reveal of a newer and better Apple TV is fast approaching. The folks over at Google certainly appear to be anticipating a move from Apple; last Monday they announced a YouTube update for their Google TV (Google owns YouTube), and let us not forget YouTube’s ambitious 96-specialty channel rollout that launched in December. This posturing makes sense; 25% of televisions made this year will feature web capabilities, and not just those made by Apple and Google. LG, Philips, Samsung and Sony are in on the game, so now, the focus has naturally turned to content. Televisions that can easily stream online content may pose a threat to traditional programming, but they also indicate a clear shift in the way consumers experience the online world. The Online has become so ubiquitous that it’s taking over the heart of the American home, the television. The question is: how can marketers use this to their advantage?

Maybe I’m just blogging out loud, but it seems like television has never looked so good. Web-enabled devices offer another medium for brands and consumers to connect. Siri, pass the remote.

YouTube’s new channels are attracting plenty of hits, and they’re making the same point cable TV made 30 years ago: there’s power in niche programming. This is great for brands, as it expands the ways in which they can sell themselves. Should every brand hire writers and directors to compete in this expanding universe? Not necessarily. But it’s important — and valuable — to consider ways to incorporate online video content into your digital strategy, not just because Google’s betting on it, but because consumers are buying into it. Last week, Adweek reported that a mommy-themed channel called The Moms View has attracted 60,000 subscribers and 2.1 million views in two months time (as of this post that number has jumped to 2.3 million views, and 60,500 subscribers). A Hispanic-themed channel called Tutele has 25,000 subscribers, and another science-themed channel called SciShow has 100,000 subscribers. The channels are as diverse as the public viewing them. Best of all: they’re free to watch and easily shared. My Vertical Marketing Network colleagues and I see the most compelling challenge as deciding The How and The When. That is, how can online video content engage consumers in meaningful and useful ways? And when is it appropriate? The answers to these questions will surely reveal themselves in good time.

And be assured, we’ll be watching.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo:  Stock photo

About JJ Nelson

Freelance blogger for Vertical Marketing Network; food writer; bartender.

11 comments on “You Can’t Do That On Television.

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  6. Paul D
    February 24, 2012

    This new technology opens seemingly endless doors for marketing opportunities. I still rock a 21″ tube television, but I look forward to buying a “smart tv” so that I can pa rouse the internet and utilize several of the application being put forth by Apple and Google. My biggest question, is how will marketers utilize this technology. Ad space is limited, and the viewer has the option to skip ads after a 5 second interval. My feeling is that interactive activities would be a step in the right direction. Be it, cooking channels with links to specific products boasting coupon based promotions, or full length ads with promotional code activities leading users to external brand based url’s. Whammy!


  7. Tonja Hughes
    February 22, 2012

    Multi-screen viewing is definitely here to stay. How much large screen and small screen viewing occurs depends upon the generation. Here is an overall report for your viewing pleasure…


    February 22, 2012

    We also have a TV that connects to the internet … and I thought it was just a convenient way to access movies! This opens up a whole new avenue which I’ll now have to get savvy on.


  9. Addie Van Gessel
    February 21, 2012

    We’ll be watching the evolution for sure. Found this article on REEL SEO that gives some interesting stats of video ad usage in Jan.


  10. Tiffany
    February 21, 2012

    Like Alice, we also have a tv that connects to the internet. My husband always uses it to surf the web instead of using our laptop. It is great to have access to the internet via the television as it makes for better viewing pleasure. I cannot wait until prices drop so we can get an Apple or Google TV.


  11. Alice
    February 21, 2012

    I think its great that TV’s are moving into the internet age. I have a TV at home that we’ve had for a few years that could connect to the internet and its made all the difference. I love how the remote is like a sliding keyboard so you can type to search for whatever you want. Even Blu-ray players are moving into that direction as well, which actually may be a cheaper bet than purchasing a new TV. It’d be a great bet to hire someone to handle marketing your brand for that specific genre. If we’re doing it anyways for social media, why not branch out to TV media as well? just a thought.


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