Here’s my latest article from Feb’s AdMedia magazine:
There’s no question that building a brand is a far more diverse affair than it once was. Gone are the days when a big budget, an award winning TVC and a big wad of airtime was enough to build a brand. Locally TVNZ has its On-demand service and TV3 also runs catch-up programming. Both networks also share content with other portals and news sites, who also run short-form video content from a range of sources. Josh Borthwick asks what does this mean to the future of online brand advertising in New Zealand?
Almost every major brand has (at some point) invested and produced compelling video for an internet world. The delivery for this has in the past been viral email, then Youtube and now, more often than not, via publisher websites.
According to Mark Copplestone (GM Digital & Interactive Sales) of TVNZ, “Compelling online video offers an opportunity to get back to the fundamental building blocks of advertising campaigns – reach and frequency. TVNZ’s strategy is to have our content on all screens. We don’t see our programming always being strictly on-air or online but rather through multiple outputs. You may still view our content through a screen similar to a TV, but the delivery maybe very different in the back-end. Conversely you may watch some of our content through much smaller devices like the iphone.”
