Content differentiation is key for web video marketers

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KBC-AdYoutube’s successful Comedy Week has opened up the debate about web video channels versus TV once again. There is no doubt that the web has become an alternative for the television audience to move away from appointment based content consumption on TV to a free style web based consumption pattern. Marketers should not only be clued into these changing consumption patterns but also create differentiated content for each medium in order to be effective.

With consumer preference changing rapidly, web based videos may or may not replace TV. According to Kunal Kishore Sinha, Founder, Smartube Entertainment, “When someone is consuming videos on web, he prefers a short compact video. Video formats similar to the videos on television are not the need of the hour for web based video marketers, differentiation of content is what will determine a website’s success.”

According to a report from Sonyliv.com, maximum number of video content is consumed on mobile phones, out of all videos consumed online; it is learnt that 53 per cent of viewers watch videos on their mobile phones, 32 per cent view them online and 15 percent, on their tablets. The report also makes it clear that viewers increasingly prefer short content formats on digital platforms. As per the report, 64 percent of viewers watch catch-up episodes, whereas more than one-third of viewers consume shorter crunched episodes, or “Quickisodes”.

In an effort to cater to the web audience, Multi Screen Media Pvt Ltd recently announced the launch of flagship ‘KBC Play Along’ mobile application. This unique and interactive application allows users to play along with the live game being telecast on air and the top scorers stand a chance to win Idea cellular smart phones. MSM has partnered with Idea Cellular and French company, Visiware for its social TV platform to create a unique and interactive Play Along experience. Speaking about the application Nitesh Kripalani, Executive Vice-President New Media, Business Development and Digital/Syndication at Sony Entertainment Network, commented, “This is a first of its kind LIVE Play Along application that has been especially designed to give all Idea mobile users much more than what they can get from the television sets – a whole new immersive second screen experience right at the finger tips.”

Smartube Entertainment, the company which has recently launched India’s first and only online digital channel, Trendspotters.tv, is now set to embark on other exciting ventures. While Trendspotters.tv focuses on trends in fashion, entertainment and music, the other online ventures will take the sighting of global fads to an all new level with emphasis on food, DIY recipes, interesting travel destinations, health, fitness and other diverse subjects that most concern the new generation. Adding to this Sinha said, “We are focusing on producing content which can easily be consumed on mobile devices, since the consumption pattern on mobile devices suggests that the videos of short duration are viewed more, we are producing content of 2-5 minutes.” Talking about the genre of content he is producing, Sinha added, “We have observed that fashion, health and food are the three trending genres consumed on the web. We are focusing on shows pertaining to these genres.”

When asked about the brands which are leveraging this segment of audience Preetesh Chouhan, VP-APAC, Vdopia Inc. explained, “Brands from telecom, mobile and consumer durable sectors are the ones that are leveraging this segment of audience. This is a big consumption area from the point of view of videos. With all the DTH video recorders, video-on-demand is gaining popularity. Mobile video on demand is slowly catching up via various apps that have come up and this trend will only grow. 40 percent of smartphone users who come from top eight metros in India watch videos on a weekly basis on their phones. This, as a trend, is very encouraging because more consumption translates into more opportunities for marketers.”

India’s Cellular Company Idea has partnered with this application and this experience is exclusive for Idea consumers. Shashi Shankar, Chief Marketing Officer, Idea Cellular commented, “Kaun Banega Crorepati, powered by Idea, is undeniably one of the most loved shows from the Sony stable. Every season, millions of Indians yearn to be on the hot seat but don’t get a chance to experience the thrill. With the new PlayAlong app, Idea users can now play along the hot seat contestant in as many rounds as they want. We are confident that this new initiative will delight over 125 million Idea users across the country.”

Mobile is also being seen as the second TV at home. Initially, anything new faces resistance before people give in and adapt to it. Mobile video advertising has been accepted quite swiftly. Instead of competing with Television, video marketers need to rely on content differentiation to find the visibility and reach they are looking out for.

By Ankur Gaurav

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