Web TV and Social Media
One essential trend of the past five to seven years is the increase of video content on the web. With people’s viewing and consumption patterns shifting toward spending more time surfing the web than watching TV, this trend is not a flash in the pan.
Web TV has already become a central content format on the web and should, therefore, be a part of any company’s communications mix. The field of application extends beyond mere reports or video feeds covering events. Some organizations already started producing specifically for the web channel. The application of video in banner ads has become an effective and popular measure.
Web TV often builds the bridge into the social media sphere, where viral content grows and blooms. Companies only cautiously use these possibilities, if at all. The time to think seriously about this medium has come!
Fields of application for Web TV
Depending on the industry sector, commercial environment and the target group, Web TV offers different fields of application. A company TV channel provided via internet or intranet and offered to clients and employees, can have the positive effect to lend additional weight to specific topics and concerns, raise their profile or give the subject a more emotional touch. Promotional videos and commercials gain more circulation on the web, without incurring the high costs charged by TV networks.
The superior impact of video content is used in ad materials today as well. Video display ads have a higher CTR (click-through-rate) than ordinary display banners. This is partly due to the fact that these formats are relatively new, but also because of the strong attention videos get.
Even though enterprises can’t or won’t produce videos specifically for the web, it is definitely good practice to offer existing video material via some kind of media library on the website.
Use of social media
Social media covers a wide spectrum of tools and offerings – from blogs and forums to communities and social/personal communication media (like Twitter). But still not every option is useful for every company and applicable to the topics at hand.
Enterprises may use social platforms for their recruiting and general job offerings. Companies can find an accessible group of recipients that doesn’t necessarily use social media platforms for the recruiting issues, but that is mostly open and interested. However, close attention to the netiquette is required.
Social media should not be misunderstood as another media channel. Social networks qualify only for specific measures as an ad platform. The network-connections between the participants and the viral mechanisms within these networks are not (in the usual sense) controllable, so this feature needs to be taken into account when preparing the concept for the measures.
Services
We provide consulting, concept and production of web TV solutions and content starting from the content design to technical aspects of the offering. We offer solutions and concepts for viral marketing and social media usage in conjunction with professional partners.
Special areas are covered through established partnerships, e.g. in the area of youth marketing for extreme and trend sports with our partner Sport2.de, one of Germany’s biggest extreme sports portals with the widest reach.