Ad Age writes:
Google’s entry into the online content business will allow users to buy or rent programming on a pay-per-video basis from CBS and the National Basketball Association. With the introduction, Google pits itself against TV networks, Internet portals and any company that produces or distributes video content for an online audience.
'Monetize as they wish'
Some of the content is download-to-own, some download-to-rent and some is free. “What we’re doing is allowing content providers to distribute and monetize as they wish,” .
The Google Store represents the most dramatic attempt by Google since it began indexing text to achieve its oft-stated model of organizing the world’s information. (Read more)
Reading this, I was forced to do some blue sky thinking as to what kind of customer experience can brands create in such a new environment?
Traditional advertising is seemingly looking like out-of-context, when consumers access this service or similar such subscription services. Because as a consumer, I am downloading video content, information etc. and I might tend to have an apathy to anything that disrupts my time - uninterrupted entertainment is what I want( for which I have paid for too).
So, would an in-serial product placement get more attention from marketers? Or will there be a differential pricing between content with advertising vs content without advertising? Or will scrollers, promo websites, sms contests gain more attention inside the video content?
Personally, I believe it could be a new era of "intermercials" ( interactivity + commercials) across multiple devices - Marketers need to learn how to connect the devices.
For example, when I download a video program, it could include a free limited period ring tone download on my mobile phone which will be included as a part of the download package. An SMS message could then invite me to the promowebsite URL or a Mobile TVC campaign could be downloaded as a next step on to my phone. The downloaded video content could have scrollers and contests running inviting responses thro' mobile phones and internet. Also, exclusive pricing for next episode could be made available, if one watches the TV commercial!
All this makes me think that most communication and customer experience in the future has to be treated like "drip irrigation" by marketers. You just need to give " drip messages" for consumers by specific media of their choice.
The brand message has to unfold in drips! You can't give more or less.