The Olympics are hitting the airwaves, and computer monitors
With the Olympics starting in a few days I found myself searching for Olympic related news over the weekend. I went to Google and searched on the keyword “Olympic coverage”. My search eventually led me to nbcolympics.com and I was pleasantly surprised to see how much coverage NBC is providing through online media. If their website is correct, you can watch over 1400 hours of Olympic coverage on TV and 2000 hours online! Yes, you read that correctly. NBC, the network TV giant, is planning to show more Olympic coverage online than on TV. Who would ever have guessed 10 years ago that you could watch more Olympic coverage on your computer than on your TV?
So, I decided to research this a little more and discovered that YouTube has a deal with the International Olympic Committee to televise, err I mean stream, about 3 hours a day of exclusive content. Wow, YouTube has come a long way from the days when it was perceived as a place to watch regular people post funny (and sometimes contrived) videos.
With this unprecedented increase in coverage of the Olympics through online media I can just imagine the shift in advertising dollars from traditional marketing channels to online marketing. Lehman Brothers Internet Analyst Doug Anmuth expects $100 million dollars spent on internet marketing this year for the Summer Olympics. While this is a fraction of the $1.5 billion dollars marketers will be spending overall in advertising for the global event, it represents the growing trend of major traditional ad spends moving over to the online world. So expect to see more banners ads, Pay-per-Click ads, and social media marketing this summer. The Olympics are right around the corner and the hottest sport this summer is extreme internet exposure.
Recently I was reading a blog that confirmed a concept I had believed on the subject of marketing, and how the channels of media have been interacting with each other. The article was geared toward teenagers and their behavior in utilizing various media channels.
Teenagers are still watching TV, but that isn’t the only thing they are doing. Approximately 65% of youth aged nine through seventeen are splitting their TV time with the internet. They are actively engaged in online polls, contests and posting opinions on their favorite TV shows in forums. One statistic I found very interesting in the Search Engine Watch blog was, “once a kid is online, the Internet begins to dominate their attention: 47 percent said that the Internet becomes the primary focus, while 42 percent said their attention is split equally between the Internet and TV.”
This conjures up another statistic I found a few months ago that addressed the transition of TV viewers watching their shows on the Internet rather than on the tube. More and more people are watching their shows on You Tube and the like. So, in some cases TV viewers have already made the switch from the old school tube to the new school tube- the internet. While they are there…bring them to your website!
The data is compelling. It is certainly advantageous for advertisers who use TV to reach your audience to further that engagement by driving your audience to your website. The longer you engage them the more likely will recognize your product or service versus someone else’s. So, add creative activities to website, whether it is a contest, or just a fun activity. Give your audience another way to interact with you.
There are other benefits to adding such features to your website. If the activities you create are innovative and fun enough, visitors to your website will talk about it, share it, and in turn drive even more visitors to your site.
The channels of marketing have been in a state of transition since the emergence of the internet and it is very important for advertisers to recognize and utilize the power of this blended media. By incorporating Internet Marketing into your advertising repertoire you’ll create a stronger image and capture an audience you might already be missing. This trend is going to continue as teenagers become adults with greater spending capabilities. No matter who your audience is… it’s time to look at the other tube!