Media planning = Should company create content or buy online ads?
7.5 cent CPM for Facebook advertising, low efficiency. Interuption marketing using IAB (Internet Advertising Bureau) format like transparent flash one (with a hidden close button) that are overlaying the website content. Advertising click rate from 2 to 0.5% for traditional Internet advertising. Newsletter opening under 5%. That are stats we can see every day if companies were to display their Internet advertising efficiency rates. And that’s the main reason why there are so many media planning companies, telling companies they can change the world. And they can. Maybe. But some companies are starting another way to generate advertising aiming at being the content and not the attached advertising people don’t even notice.
Google Adsense has been changing the rule of Internet advertising enabling companies to get along user searches and generate a higher click rate, but the rise of user generated content as partially restored the status quo giving more interest in search results than in Google Adsense. Which has highlighted a new challenge: pushing advertising in the search results with the creation of search engine marketing (SEM) and search engine optimization (SEO) business field. But still not enough due to the arrival of Social Media platform providing consumers information hub without using search engines. Noticing that status, some companies are trying to be a step ahead of the battle and get inserted in both Social Media platforms and search results by turning into media companies. That’s the case of Red Bull and Nike, as Influx Insight is explaining in its post.
Instead of interupting people while they’re reading contents, those companies have created content channels to broadcast branded content and gather their consumers users. Red Bull by generating Joost channel (Red bull Air Races) and other broadcasts (see the website) and Nike through their different websites (for example here). Red Bull is more engaged with content creating than Nike but these are interesting contents aiming at inviting people to share points of interest and passion with the brand. One first step to customer community engagement, though it’s just the start point of it. I hope we soon see companies with so much influence than Nike, Adidas, Toyota, or other huge CPG companies create their content channel, as BlendTech does with Will it Blend show (speaking of which we did never know wheter that has increased sales).
Photo Credit: Suttonhoo
