In a world where there are an incredible number of potential content opportunities, marketers have limited means to actually discover and evaluate them. In fact, among the content industry, it's
all the rage to name your favorite "over-looked" Web series that a brand should be sponsoring. So why aren't we seeing more marketers make the smart move into original Web series? What's
holding them back?
There's a number of factors at play here. Let's start first with the brand's content strategy. To effectively implement content that maximizes paid, owned and
earned media, brands and marketers need a comprehensive game plan. This strategy becomes your program foundation and directs the planning for original, co-created, curated and user generated
content.
Unfortunately, many marketers can't even get started because they confuse original and co-created content. The telltale symptom of their confusion is this: "We love your series
idea but we want to make a few changes." I've seen marketers and agencies alike make this mistake. For instance, they start with an original scripted comedy for parents. But after all the "feedback,"
they end up with an unscripted show about moms, all centered on the brand. Close but no cigar.
In order to truly create a thorough content strategy, brands need to step back and look at the
big picture. For instance, in the last example, instead of "making a few changes", the brand would be better served through a strategy where it leaves the scripted series be, produces its own
unscripted series and then connects the two through sponsorship and integration. That way, the brand can create its own content but still benefit from an already established web series. It can be as
simple as airing an online ad during one series for the other, having a character from the established series cross over, and so forth. By creating a solid, comprehensive content strategy, brands and
marketers are able to maximize paid, owned, and earned media.
I've Never Heard of That Show
Once a complete content strategy is in place, the next hurdle marketers
and agencies face is characterized by the oft-said statement, "I have never heard of that show." Feel free to change out the word "show" with either series, YouTuber, etc.
This objection
is a lot tougher to handle than it first may seem. You have to start by realizing that that statement is really a few questions rolled up into one: how do I know the show is good? Where do I find it?
How big is their audience? How do we make a deal with them?
Media agency partners have become the main source for information regarding content opportunities. Unfortunately, very few agencies
are actually equipped to successfully navigate and interpret the world of original online content. And to complicate matters, there are no standard measurements to evaluate the popularity of content.
How does one define a view of content? Every platform measures a view differently. And how do you differentiate between a user-initiated view and an auto play view? Right now there is a huge variance
in engagement (though it should be said: the International Academy of Web TV (IAWTV) is actually working with various web video publishers and metrics providers to provide clarity on this
issue).
It comes down to this: everyone, including marketers and agencies, like to work with what they know. But with the explosion of original web series, it's become impossible for
someone to stay informed about it all. And considering partnering with a web series that you've never heard of is like buying a product that you haven't heard of: very uncomfortable. In this case,
YouTube and blip.tv have become the first places to look for new content. But even then you don't have all the information you need.
So here's the fix. What brands really need is a
marketplace for original web video: a trusted service that can help you evaluate a web series in terms of audience composition and size, distribution methods, publishing model, context, and media
value. Something that can assign an overall "good housekeeping" seal of approval to web series. A service where you can make media buys and plan program sponsorship. It would be a welcome addition to
the execution of any marketer's content strategy-and the key to helping more marketers move into original online video. We'll be there waiting.
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