From e-Marketer.Com: US Internet Users are Glued to Video.
In this study by BURST Media on January 1, 2008, it shows that more and more people in the US are watching the internet online. Leading the pack are the Males 18-24 year olds, who from memory are the most difficult groups to reach. More than 1/3 of this demographic actually watch a video online at least once a day.
Women 18-24 are not too far behind: At least 55% will have seen at watched one video online in one week.
What does this say about traditional media planning?
Traditional media planners still look up to TV (mostly in Southeast Asia) as the best way to reach consumers for "motherhood statements": "Audio visual properties have been proven to be the most effective way of delivering messages to consumers; it has the highest reach and GRPs to be delivered in one week; it creates the best awareness levels and therefore return on investments."
But that is changing, isn't it?
I believe that the time has come to revamp how we think about media planning or even "touch-points" or channel planning. We are no longer planning how brands are seen - or even interacted with - by consumers. We should be planning how we are going to be entertaining audiences with our brand.
Their choices of media no longer are no longer the "critical dealbreaker or dealmaker" - it's how entertained they are and how - gasp - engaged they are with the media and the content that they are watching or consuming.
The challenge now is to create entertaining interaction points between brands and consumers.
That is easier said than done, but I am sure that in some small digital, creative shop in this side of the world, a strategic planner and a creative director are huddled and brainstorming how to create the best experience for consumers of a brand of detergent, soft-drinks, shampoos, and PCs.
And that sooner or later, we will be measuring not just GRPs and reach and frequency and CPMs - but how much we have entertained our consumers, and how much did that create sales for brands.
