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Advertising to Millennials

News is consumed in many ways including through social media. The younger age bracket, aka Millennials, ages 18-34, tend to skew towards YouTube and Facebook for their news consumption, while this age group only accounted for 8% of viewers on national broadcast television.

Digital Municipalities

That’s why NBC News is pivoting and serving their news from an innovative broadcast menu. Matt Danzico, head of NBC Left Field, a division of NBC that produces short documentaries for social media said, “it’s my belief that broadcaster need to begin viewing these hubs as digital cities. So in the same way that it’s clearly important for NBC [to] have local bureaus to serve news and information for, about and within the actual cities their audiences live, it’s now imperative that we exist within these digital municipalities.”

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Digital Advertising

While NBC Left Field videos will not have advertisements to start out, ads will not be far behind. NBC News will not rely solely on traditional commercials, but it will look to utilize the popularity of branded content and influencer marketing.

For brands looking to advertise to the 18-34 set, digital is the way to go. Between Johnson & Johnson funding YouTube, NBC launching Left Field, and CNN’s “Great Big Story,” the new way to advertise is upon us.
Concepts Video specializes in creating memorable branded content campaigns for television and the web.

Sources

NBC News Wants to Woo Millennials With Its Own Digital Video Service. Fortune. June 13, 2017.

http://fortune.com/2017/06/13/nbc-news-left-field/

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Online Video Flourishes in China

China has one of the most flourishing markets in our global economy and now, the Asian country is penetrating the online video sector. China’s population is estimated at over 1.3 billion people (about 4x as many people as The United States). That population number reveals an opportunity in various markets and online video is feeding that need.

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SVOD on the Rise

According to JPMorgan Chase & Co. as quoted in eMarketer, “the number of SVOD subscribers will hit 144 million this year, accounting for more than one-quarter (26.9%) of total digital video viewers.” At a time when cable TV subscribers are dropping from 252 million this year to 248 million, it seems like subscription video-on-demand is on the rise.

While China’s video content used to include pirated materials and user-generated content, the country is now signing licensing deals with major content studios. This is the perfect time for marketers to get in front of a highly influential population. The main SVOD player in China is iQiyi with nearly 100 million subscribers. While Netflix withdrew its SVOD services from China in 2016, they have recently inked a deal with iQiyi.

Concepts Video creates award-winning content for international players around the globe. Call us today!

Sources

China’s Online Video Subscribers Are Closing the Gap with Cable TV. eMarketer. June 14, 2017. https://www.emarketer.com/Article/Chinas-Online-Video-Subscribers-Closing-Gap-with-Cable-TV/1016005

Amazon Prescribed to Pharma

Amazon started with online shopping, moved into original programming, and now it’s looking to break into the 300 billion dollar pharmaceuticals sector. Having already sold medical equipment on its U.S. website, it’s no stranger to the medical industry. The health care industry accounts for nearly 18% of the U.S. GDP so this could be a big move in extending their business.

Regulatory Issues

While Amazon has cornered the online market, safety issues will play into factor when it comes to selling Pharmaceutical products. Amazon will have to deal with FDA clearance, doctor authorizations, prescriptions, insurance, and deductibles. According to Fortune, “given the company’s need to continue its sales growth, improve profit margins, and justify its stock price, pharmaceutical distribution may be just what the doctor ordered.

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We’ve Got Company

Amazon isn’t the only company that’s looking to diversify itself with Pharma. In fact, Johnson & Johnson is investing in online video giant YouTube for their new foray into original programming. Since Pharma plays such a huge role in the U.S. health care industry, it’s no wonder that they are getting involved with the profitable video market.

Sources

http://www.thedrum.com/news/2017/05/30/amazon-eyes-lucrative-pharmacy-push-latest-diversification-drive?utm_content=amazon%2Cretail&utm_campaign=social&utm_source=twitter

http://fortune.com/2017/05/18/amazon-pharmacy-stock-price-prescription-drugs/

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The TV Renaissance

As Geoffrey A. Fowler of the Wall Street Journal said, we are going through a television renaissance right now. Channels are blurred, shows are binge-watched, and streaming is king. Hulu has been around for a few years now, but they’re about to shake up the market again with their Live TV.

Too Many Choices

In the digital age, choosing a TV station is a lot like trying to find a quality piece of clothing in H&M; it’s in there, but you may not have the patience to find it. Fowler continues, “Hulu isn’t the only service to recognize we need fewer choices, not more. YouTube TV, the Google live service that launched last month, puts search, trending shows and personalized suggestions front and center. Sling TV’s home screen has evolved to include the stuff you watch most. Even Comcast is leading traditional cable companies to adapt with a new X1 cable box that offers ‘for you’ recommendations, plus a voice-commanded remote.”

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Advertising During the Renaissance

With the shift to streaming and digital content, advertisers have an opportunity: adapt and advertise on various platforms. For example, big brands like Johnson & Johnson and AT&T have advertised on YouTube. If a brand is looking to advertise on Hulu, they can opt into choice-based ads where the viewer has the choice of what type of ads to see. If you’re a pharmaceutical company or car company, this is key for targeted marketing. Another benefit of advertising on Hulu is the direct click through for users to purchase a product instantly. Unlike the days of traditional TV commercials, this gives customers and advertisers the ability for instant transactions.

Sources

https://www.wsj.com/articles/the-new-hulu-looks-a-lot-like-the-future-of-tv-1494433910