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The Key To Unlocking The True Value Of Today's Programming

The selling process that transpires every year after the Upfronts is in full swing, illustrating a challenge that is proving more critical as the media landscape evolves. How can networks focused on selling advertising units on existing and new programs better collaborate with brands looking to get "beyond the spot" -- especially at a time when brands are increasingly reluctant to bet on unproven properties? At the end of the day, brands and networks both have a shared goal: to capitalize on engaging stories and capture consumers in the locations where they spend their time -- and ultimately, their money.

The shift in consumer viewing habits means the relationships with these properties have changed. With the proliferation of “off air” viewership through social and streaming media, networks and brands are seeing a decrease in traditional engagement -- and return on investment -- through traditional media channels. The opportunity created by this behavioral shift is a move toward more valuable integrations between brand and content. By making brands an organic part of the storytelling experience, the connection between brand and consumer exists regardless of the engagement platform -- be it TV, streaming, or something else all together.

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To accomplish this, brands need access to people who are directly creating these properties -- the “storytellers,” so to speak. Once a brand is connected with these influencers who share a common vision, they can work together to share ideas and create content with one cohesive voice -- content that is inherently authentic and uniquely compelling. AT&T used this model successfully when its marketing team interacted directly with Tim Kring, the creator of Heroes. AT&T wanted to increase visibility for its “Innovation” message, so the branding team introduced Tim to vast innovations inside AT&T Labs. Tim was so inspired by what he saw that he was enabled to tell a great story for his show Touch, and AT&T products were organically and relevantly integrated into the show. This worked well because Tim and AT&T were able to ideate without the thought of a transaction.

Some might argue that directly connecting brands with show creators will detract from programming quality, but as long as a common thread links the content creator with the brand and the network, this model will be uniquely positioned to work. This was the case with AT&T, Tim Kring, and Fox. All were committed to technological innovation, so it was a natural fit. AT&T, for its part, not only became a key partner for Tim’s program on Fox, but also provided support of a new content idea created by Tim for AT&T to increase its reach across the brand’s consumer base of more than 90 million people.

The key to creating this type of partnership is to make sure the process is disintermediated correctly -- to ensure that all parties move beyond a mere transaction in order to create long-term value through deep partnerships. It is about understanding the business of entertainment. Spending time with brands, creators, and networks to help them understand each other’s needs to reveal  the mutually shared goal is the first step. This leads to the opportunity to have a business discussion based on true value.

 

 

 

 

 

1 comment about " The Key To Unlocking The True Value Of Today's Programming".
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  1. Mike Einstein from the Brothers Einstein, June 13, 2013 at 9:08 a.m.

    About time advertisers started looking to get "beyond the spot", because consumers have already moved on.

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