Advertising Week is in full force in New York City. Tuesday I attended The Drum’s Found Remote panel – “How Brands Can Participate in the Future of TV.” The panelists included Marc DeBevoise, Executive Vice President and General Manager of CBS Digital Media; Chad Parizman, Director of Covergent Media at Scripps Networks Interactive; Jim Mollica, Vice President of Digital at Under Armour; and Jessica Sheehan, VP & Head of Social at JPMorgan Chase.
Some takeaways from the event:
– “Live experiences are the greatest opportunity to feature brand integration” said Marc and the others agreed. Sports and award shows were the events that offered the greatest opportunity. CBS said they’re very open to working with brands to integrate them into a program and talked about Stephen Colbert’s new Late Night talk show where he has featured several brands such as Sabra hummus. That’s not completely live but it’s a short window whereas a syndicated show offers its challenges. Chad talked about some ways Scripps Network is working around those challenges. One example is partnering with Wayfair to feature “Shop the Look” where viewers can shop similar items featured on their shows. Viewers always want to know where to buy one of the items featured on the shows but truth be told many of the items are 1 of 6 tables ever created at a small boutique so Scripps tries to feature similar items so viewers can recreate the look in their own homes.
– “Don’t be more noise.” Jessica pointed out that sponsorships with Chase can be tricky because it can be so unnatural looking to have a character on a show pull out a Chase card. She talked about their involvement in live events such as the Emmys where they can offer exclusive access reminding users that with Chase they get these type of perks. Long gone are the days of slapping your logo on the red carpet.
– Under Armour is setting the example. Jim talked about Under Armour’s partnership with the upcoming feature film, The Martian starring Matt Damon. Damon plays an astronaut trapped in space. It was the perfect collaboration says Jim because “astronauts are super human” and we want consumers to feel a similar way when wearing Under Armour. It was the right movie to align with the image of our brand. It’s an excellent example of going beyond branded sponsored content. Jim did say it may take longer and be more work but the reward is so much greater and longer lasting for the consumer. Brands should be keeping their eyes out for similar opportunities as the sponsored content space becomes too noisy.
– What measurements matter. There was a lot of discussion about what metrics each company used to measure their audience and ROI. Nielsen just announced they’ll be measuring audiences across platforms by the end of the year but many networks have opted to do their own measurements. CBS has several platforms – CBS All Access, CBS Digital, CBS Sports – so they have relied more heavily on their own in-house metrics versus third party. They all agreed that “impressions” was a metric they would like to see go away. It’s such a vague term that can be just more noise than provide helpful insights. What they want to know is how to funnel those views into actual actions.
– What’s next. As Natan told Cynopsis Media, “Even as social media and technology have matured over the last five years, brands still had few options to reach viewers. With programmatic television in the near future, TV Everywhere apps across all devices becoming the norm, OTT platforms popping up every day, and social platforms maturing, there have never been more opportunities for brands to reach consumers in a trackable and customized way.”