Brands debate the video and content challenge

Marketers debate how brands connect TV and video advertising
Marketers debate how brands connect TV and video advertising

Brands need to make the most of the online video challenge and re-evaluate consumer relationships if they are to succeed with their TV and video advertising, according to Google's UK and Ireland MD Dan Cobley.

Marketers from LOCOG, MasterCard, Nestle, KFC, Match.com, Mars, Twinings, BBC Worldwide and Unilever, recently joined Marketing, in association with Google, for a roundtable discussion on video and content challenges for brands.

As devices and platforms proliferate, this pressure will only become more important. As Dan Cobley, managing director, UK and Ireland, Google, said: "We're seeing all the different device options proliferating right now. There was a 26% increase in the seach queries on a 24 hour period on Christmas Day (2011) and that was with only one tablet option.

"This year the video consumption on tablets will sky-rocket. Couple that with 4G and people's behaviour on in-hone wi-fi and out-of-home on mobile networks won't differ greatly from each other."

Robert Lowe, marketing director, BBC Worldwide, explained: "As marketers, we need to understand how technology is feeding that change. Whether consumers are watching the TV on their own or a tablet on their own, you need to be advertising in an appropriate way."

This is an evolution of thinking and techniques, aruged Greg Nugent, former brand, marketing and culture director, LOCOG.

Nugent added: "Some of the technological shifts are really profound and incredible but all we have to do is try to navigate around it. For that reason we used a lot of traditional techniques in the way we marketed (London 2012); we spent all our time listening, we didn't do anything that glamorous, we just did the basics."

Cobley, Lowe and Nugent were joined in the discussion by marketers from Unilever, Twinings, Mars, Match.com, KFC and many more brands. To see exclusive video from the debate and to read a fuller version see Brands connect TV and video advertising on Marketing's web site.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers