We work with clients by turning them into brand broadcasters, capturing the opportunity of broadcasting to their target audiences across multiple digital platforms.
Our services divide into a number of areas:
- Educating and informing through meetings and workshops
- Strategic planning - rationale, content, distribution
- Creation of new video content and re-purposing of existing
- Channel build and development - user interface design, technical build
- Launch and post launch activity to generate viewers
- On-going functionality and content development
- Measurement - which boils down to return on investment
Why should brands consider broadcasting, especially given the current economic climate?
If we first look at the bigger picture. There has been a steady erosion of viewers from traditional scheduled TV. This doesn't mean spot advertising is dead, far from it; but its ability to deliver reliably large audiences is diminishing. Consequently, more media budget than ever is now devoted to web advertising. There are two good reasons for this - the ability to target niche, more relevant audiences and absolute accountability, you pay for what you get.
Arguably, there's a third reason which has been adopted quickly by internet advertisers. Brands are reducing their dependency on a pure interruptive approach replacing this with permission or inbound marketing communication in order to build a different type of relationship with the consumer.
But let's not throw the baby out with the bath water just yet. TV or video is still the single most compelling, persuasive medium available to any marketer. And video is already an integral part of most people's web experience - 74% of internet users watch video online and 62% favour those that are professionally produced.
Well produced, relevant video messages where viewers choose to watch is extremely valuable to any brand.
And right now, given the economic struggle that all business faces the need for brands to broadcast has never been more relevant. But in order to appreciate why, we have to think beyond building channels simply for acquisition and brand awareness. A branded channel could save you money if used for other forms of communication. Think about trade communication, for instance. Why not excite and inform your salesforce, provide timely information for dealers and resellers; deliver training modules or even tactical messages communicated clearly and effectively to trade partners and potential customers alike.