Tivo, Netflix and Hulu have revolutionized consumer viewing experiences. The iPad has taken the lead in the tablet arena, which will also drastically change how we read books, magazines and newspapers. What does this mean for brands advertising their products to consumers?
If I had to make a choice between traditional media (print, radio, television) and brand integration, I wouldn't think twice about it-brand integration is definitely the way to go! Now stay with me... I can explain. I'm talking about a comprehensive brand integration campaign versus a comprehensive traditional media campaign. The fact is, consumers are doing everything they can to avoid traditional media. Unless you are advertising during the Super Bowl (when the commercials have better viewership than the game), audiences are able to skip traditional advertising and get straight to their content. With brand integration, your product lives in the content forever: first run, second run, DVD, On Demand, Netflix etc. In addition, the "implied celebrity endorsement" from these integrations continue to move your brand forward in a way traditional media does not.
So if you are juggling your budget and trying to decide between the two mediums, go the entertainment marketing route, it will definitely pay dividends for years to come!
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