"Everyone is on the same journey, the challenge is who decides to up the stakes and who gets there first!"
Like the TV, Print and Radio space, web too is evolving into a mainstream medium where Brands will begin owing content space, rather than just owing inventory on them!
Its like saying, rather than just posing with the top notch car on the track if a brand were a looking to pose as a top notch sports driver, overtime it would eventually own the car rather than just posing with it.
Its about taking up the challenge, making that investment and starting out in that direction.
Brands unlike people or bloggers are the rich guys in digital space. So they don't have to bother with lack of investments or building from scratch. They have an offline presence and are recognized by people and various demographic audiences they choose to cater them selves to.
So far the trend has been seen in offline space where Brands have begun buying out year long sponsorship's of popular TV shows and serials. Begun becoming title sponsors and co-sponsors of on ground events and begun associating them selves with certain artists, activities, and associations. This apart from buying the regular plain Jane share of voice in ad placement across channels and mediums.
In digital space however, not many brands and companies have been too forth coming to make such long term deals, or really integrating their product with popular content the audiences go online to consume.
This has given a rise to a lot of positives and negatives.
We often hear brands say 'Oh, digital is a risky medium, negative WOM and bad publicity lives on in Digital forever', should that really mean we stir clear of them? What about the integrations and brand initiatives that on the contrary have worked?
Like the TV, Print and Radio space, web too is evolving into a mainstream medium where Brands will begin owing content space, rather than just owing inventory on them!
Its like saying, rather than just posing with the top notch car on the track if a brand were a looking to pose as a top notch sports driver, overtime it would eventually own the car rather than just posing with it.
Its about taking up the challenge, making that investment and starting out in that direction.
Brands unlike people or bloggers are the rich guys in digital space. So they don't have to bother with lack of investments or building from scratch. They have an offline presence and are recognized by people and various demographic audiences they choose to cater them selves to.
So far the trend has been seen in offline space where Brands have begun buying out year long sponsorship's of popular TV shows and serials. Begun becoming title sponsors and co-sponsors of on ground events and begun associating them selves with certain artists, activities, and associations. This apart from buying the regular plain Jane share of voice in ad placement across channels and mediums.
In digital space however, not many brands and companies have been too forth coming to make such long term deals, or really integrating their product with popular content the audiences go online to consume.
This has given a rise to a lot of positives and negatives.
We often hear brands say 'Oh, digital is a risky medium, negative WOM and bad publicity lives on in Digital forever', should that really mean we stir clear of them? What about the integrations and brand initiatives that on the contrary have worked?
Sure Brands can make the processes of getting their audience to consume a brand asset can be synthetically induced, but why is that being seem as a negative rather than a positive? Especially if owns and agrees to own a content space other public forums and web sites alresdy have built or owned?
I feek this sentiment is more of a threat identification rather than a problem identification from the point of view of web publishers, but its also the matter of user retention and continously engaging with audiences that brands may be able to better fund than editors be able to better manage if it's why a user prefers to consume one platform over the other in a sea of platforms to begin with?
(TBC, this weekend)
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