The Sunnier Side of the Office – April 26, 2016
NBC To Roll Out Largest Olympic Marketing Campaign Ever
With the 2016 Summer Olympics approaching, NBC is hedging its bets and aiming to set record viewership for the games in Rio. NBC Universal is planning on spending $100 million on marketing the summer games, 33% more than the 2012 Olympics in London.
Since 2011, NBC has invested $12 billion to retain the rights to the Olympic games, which it has broadcasted since the year the Soviet Union beat Team USA in basketball. Currently those rights extend through 2032, at around $1.2 billion per event. More often than not, the Olympics contribute a net loss of revenue for NBC, so the jump in marketing spend is clearly an attempt to reverse the trend. NBC is already charging premium prices for ad time during the games, with 30 seconds costing up to $1 million during primetime, and has sold $1 billion worth of time. Be ready for the marketing push to kick fully into gear, because, despite what some people will tell you, summer is coming.
YouTube Launches New 6 Second Ad Format
Today, YouTube announced a new ad unit called ‘bumper ads.’ The new ads, which were formatted to be mobile, will be six seconds and unskippable. The new format will address the rising trend of ‘viewability’ as a metric for success. Nick Bell of Snapchat addressed the issue recently, saying, “Just because I created a 30-second TV spot doesn’t mean it’s the optimum amount of time to view that content … Research shows attention span on mobile is much lower, getting a message across in two, three, four, five seconds is often more powerful than trying to stretch out a message and build a load of context.”
A few brands have already begun formatting their ads to the unit, including Audi and Atlantic.
MTV to Start Playing Music Videos Again
Some said it would never happen, and yet here we are; the Music Television network announced that it will prominently feature music. Only in a world full of Kardashians and Jersey shores would that or should that be news, and yet here we are.
MTV announced it would be making music the focal point of its programming again, beginning with live music shows like the new show Wonderland and the much beloved MTV Unplugged. In the 90’s, Unplugged featured now legendary performances from artists like Nirvana, Lauryn Hill, and this writer’s all-time favorite Jay Z performance. MTV also announced they would be reviving Cribsexclusively on Snapchat, because this is the 21st century.
Trying to reach the younger generations is the ultimate goal for MTV, who lost a great deal of their relevance in the past decade. MTV News is also in the middle of a major rebranding, hiring much of the ex-Grantland staff after their lauded website was shut down. Additionally, Dwayne Johnson, John Legend, Pitbull, Zac Efron, and Drew Barrymore all supposedly have shows in the works for the network.
Media Partner of the Week: Samba TV
Starting in 2008, Samba TV was created with one goal in mind: To improve the TV experience for the people who watch, broadcast and advertise on TV. Samba TV has created solutions for advertisers with their groundbreaking Content ID technology based on video fingerprinting and can detect any content on TV.
Seventy seven percent of TV viewers use another device while watching TV; such as mobile apps, mobile web, tablets, and desktops. Samba TV can immediately and effortlessly synchronize all those devices to deliver the most valuable TV context for brands. They can also target your audience based on exposure to a show, commercial or viewing history by reinforcing your brands’ messaging on every other device in the household.
This Week in Social
Post-election day reports of Sub-Saharan countries issuing a 48-hour Twitter block – by limiting mobile internet access at large, continue to surface. The most recent offender is The Republic of Congo. While governments cannot block specific sites, they can order mobile internet providers to suspend service all together. Congolese officials claim they wanted to prevent the “illegal publication of results.”
BBC asserts that mobile phones have, “enabled local observer groups to collate the results from individual polling stations around the country and add them up to see if the results were being rigged.” Adding, “if mobile phones don’t work, this can no longer be done.”
In 2014, Twitter was blocked for 2 weeks in Turkey and eventually resumed service after a constitutional ruling declared it an affront to free speech. The first major international attention to a Twitter block was in Egypt’s Tahir Square protests which later became known as Arab Spring. Protesters used #Jan25 to coordinate.
If these tactics seem far-fetched, heavy-handed and out of step with something that could happen in the US, let us not forget BART, the bay area’s public transit service, disabling all cell service in its stations in late 2011 to thwart a demonstration. Not to mention certain members of the GOP discussing “shutting down the internet,”to maintain national security.
While some may question the value of Twitter while they struggle to appease investors and seem like they might never catch up to Snapchat’s recent growth and Facebook’s seemingly never-ending rollout of new features, the role the social network has played in key revolutions and uprisings cannot be downplayed.