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There are 17 comments at the moment, we would love to hear your opinion too.

  1. Al King 25 Jan 2017

    HNY Mark. Enjoyed this one immensely and agree broadly. Some thoughts on it though.
    Twitch (a live streaming video platform for games) works well for us in the eSports world where it has effectively become what Sky Sports is to football. It works because its content i.e. tournaments, personal streams and tuition based talk shows, is genuinely interesting, entertaining or useful to its male 18-34 audience.
    To your point though, on launch Twitch rapidly eclipsed its general-interest counterpart, so I think this is about specialising, niching AND being useful. Being generalist and disposable clearly wont cut it.
    P.S. I was spent some time in a dimly lit warehouse in Nuneaton and it scarred me for life.

  2. Andrew Richardson 25 Jan 2017

    Mark … you bastard ! You made me watch that bloody Dunkin Donuts video and now I gotta run for the crapper !! What a load of garbage. How can they or anyone else that I have unfortunately seen streaming vids from of late – possibly think that their markets will be turned on by such uninteresting uninspiring ill-conceived self-flatulating crap ? Spot on piece again – showing it to my marketing team today as a warning … not to !!

  3. I expect there’ll be a few standout brand pieces a la Red Bull & Felix Baumgartner and then, well the other 99%. Although Al King makes a good point on sports broadcasting.

    I can also see that because it was ‘free’ (filmed by the Live Streaming Strategist on their phone) the resulting small amount of reach and engagement will be seen as a triumph.

  4. Sanj Surati 25 Jan 2017

    I did a live stream of a Burberry show in Beijing back in 2011 which was live streamed to over 120 millions viewers.

  5. Although it made me laugh and it certainly resonates, I wouldn’t be so quick to dismiss the technology. Like any platform, surely it comes down to content? I was at a late-night show at Ronnie Scott’s the other night which was being live-streamed. There were 150 people in the room and 68,000 people tuned in to watch it on Facebook. Totally agree about the Dunkin’ Donuts though.

  6. Stark 25 Jan 2017

    Live streaming is STILL VIDEO. If video marketing works, then so does live streaming video. People don’t do it if it does not work. It works when done right just like anything else.

  7. Amod Munga 27 Jan 2017

    Didn’t we just have the same discussion about social media marketing not so long ago? The truth is that advertising has no quantifiable impact or reach. There’s no formula. There’s no checklist for success. If there was, then we’d be able formalise advertising into a science – and the consumer experience with the product/service wouldn’t matter as much as it does. When it comes to advertising, there’s just the human condition and dumb luck. On balance though, if you delight someone with your brand in any way they’ll tell someone else about it, which makes a live stream about as valid as any other marketing activity. It’s never been about the tools; it’s always been about what you do with the tools.

  8. Steve Jex 29 Jan 2017

    One thing that marketers have today, to a much greater extent than ever before, is choice. There is a vast arsenal of marketing weapons available of which live streaming is but one.
    It isn’t right for every campaign but it will be right for some. How many times have I heard such opinions as “Facebook Ads don’t work” or “no one ever clicks on banner ads” etc, etc. Well, I’ve had massive success with both of those despite the wise-men of “proper” marketing telling me they don’t work – they didn’t work for them because they either did it wrong or they used them for the wrong campaign. Live streaming, as someone else pointed out, is still video marketing and we know, because we’ve actually done it, that video marketing works – if you know how to do it properly, and thereby hangs a tale!

  9. TishTash 29 Jan 2017

    Fun post but I disagree with your point of view on this one… in my experience Facebook Live has worked brilliantly compared to the standard video posts. The organic reach is better and providing the content is designed to engage the engagement is also better and continues after the video is no longer live. Oh and lets not forget it can also legitimately be hacked to create super engaging polls.

  10. Jim McNiven 29 Jan 2017

    This is just the classic content marketing rant though. This situation happens repeatedly and the lifetime cycle usually follows this path:

    A new medium for advertising exists. The agency wants to be pitching cutting edge ideas and regardless of the product/client they will sell it in and be too full of hubris to appreciate that they are perhaps better versed in creating more traditional adverts rather than content that actually people want to watch. They will attempt to spin a dull advertising concept as must-see viewing. And when nobody gives a shit – the industry will blame the format rather than its lack of ability to choose the right client/product for this kind of approach or turn out the kind of content that people are actually likely to want to sit and watch.

  11. When Facebook first introduced live streaming one of my favourite bands started doing it by accident. It appeared on my timeline and was a video of them in their hotel room questioning what was going on and why so many people were watching it, in the language appropriate for a hungover metal band. It made me smile for approximately 5 seconds, then I went and checked to see if they had any gigs coming up, turns out they did, so I bought a ticket.

  12. Shanghai61 30 Jan 2017

    Perhaps companies should appoint a CSNOO – a Chief Shiny New Objects Officer.

    Instead of having to add new ‘experts’ for each new thing, one individual could simply switch his attention to the latest fad.

  13. howard kosky 30 Jan 2017

    Entertaining read, but really? Like most things, if its done properly and all factors considered, Live Streaming can be extremely effective and successful on many levels. Yes, I have a vested interest, but objectively it sounds like you’ve never been involved in a successful streaming campaign. The technology and platforms are there, so whether a live TV style debate on Linkedin for an indexed B2B audience, or a reveal for an excited audience (think Star Wars toys for real fans!!), if you give the audience something they want to watch, and the ability to engage with, you see the results….and by way of results, measurable and tracked including purchase!

  14. Mike White 30 Jan 2017

    Mark at least the purpose of your statement has achieved some engagement which I presume is the purpose of your article. However I am surprised that a man of your calibre and responsibility has released such an article. While I agree with some of you writing I think your article should be aimed at ‘content’ not live streaming. There is plenty of research to show that future generations, starting with Millennial’s, consume live content. Also there are a number of exceptionally large business’s and brands that have updated their products to cater for this such as Twitter, Facebook and Instagram. So my feedback would be to address your frustrations at the content that is out there not the platform or deliver mechanism.

  15. Ichabod Appleyard 30 Jan 2017

    If the streaming of e-sports is the only valid example of successful live streaming, it kind of proves Mr Ritson’s point.

    If the only good example is the one that most closely copies TV’s sports broadcasting model, isn’t it really demonstrating the value of good TV broadcasting?

  16. Mark Ritson 30 Jan 2017

    Great pushback everyone.

    Just waiting for….. examples of brands getting it to do the business. In my extensive research (two glasses of red wine and ok one more) I found almost all the best examples were sub-100,000 likes for brands with millions of consumers. Hmmm.

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