Branded TV needs a major burst of creativity

I agree that companies are turning to own-branded TV channels to increase brand engagement and drive purchases (MW January 19). This is due to the demand for online content. Findings from Ofcom and YouGov show there are over 785 million visits to online video websites every month. In fact, 27% of internet users access TV content over the web every week and the appetite for online content is rising rapidly.

However, it is important to realise that consumers who watch your TV channel are already interested in your brand. Rather than needing to convert them, because they are already a brand fan, they are likely to be looking for more information about your products.

The challenge for marketers is to maintain this consumer interest. With such a wealth of online video content available, an own-branded TV channel must be interactive and engaging. As well as tutorial tips, as suggested in the article, brands could also use customer case studies, competitions, celebrity endorsement and music specials. Competition in creativity is hotting up in online video advertising and brands need to step up to the changes.

Sam Kayum, UK MD, Smartclip

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