Written by Futurescape
Posted Monday, 19 May 2008 at 11:41 AM
Our letter to Marketing magazine: how Internet television shows are leading the way in branded content.
Don't be left behind in the online TV stakes (Marketing 7 May 08, p26)
Your features on the importance of branded content (Advertisers starting to fund and distribute content, 15 April) and online television (Web lowers cost of brand-funded content, 22 April) are very timely.
Internet television shows are now at the cutting edge of advertiser-funded or sponsored content. Car makers, including Chrysler, Volvo and Toyota have been quick to support online shows. Ford is particularly active, backing Bite on Channel4.com, Where Are The Joneses? and other US productions.
Mindshare is already instrumental in matching Unilever brands with several programmes, including 24-spin off The Rookie and Sofia’s Diary. The Mindshare re-organisation, which has created a powerful content division, is likely to permeate this enthusiasm and expertise throughout the whole agency.
The point about TV ads signposting online branded content is well made and anticipated in the USA last year by the HamptonHighRevealed.com campaign for Acuvue contact lenses in which the broadcast commercials were trailers for Internet episodes.
As shown by the Sofia’s Diary deal to broadcast the show on Fiver, online television is now thoroughly integrated into the whole television business.
Marketers and agencies that ignore online TV opportunities now will find it hard to catch up later.
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