This post was written by Chris Copeland and published on Media Post Search Insider, Friday, October 31, 2008.
Last month I wrote a column about integration in media. Everyone loves the concept of integration. Advertisers love to tout an integrated effort, agencies love to sell the integrated model to those same advertisers and consumers theoretically love the cohesive nature of which their day is infused with oh so pertinent marketing.
Then, being the contrarian that I can be, I suggested that in fact integration was more hype than substance. I would suggest that integration today is more about making sure that when a TV spot runs, that the banners or search listings you have show the same creative. Almost two years ago, I wrote a column for Search Insider about search relevancy when viewed through the eyes of the television viewer who happens to be online while watching a sporting event. The results were not good to say the least. And yet, two years later, we are still touting that type of integration as a success.
A few weeks ago, one of our business units, Outrider, was recognized with two awards from the DMA as part of the International ECHO program. One of the awards was for Showtime Networks for Best Use of Digital Media. The campaign for their series, “The Tudors,” did a few unique things including offbeat keyword buys and drive to social experiences, amongst its many attributes. The campaign won its first award nearly 14 months ago so, for it to still be recognized and in such a prominent non-search category is a testament to its strategy and success.
However, it got me wondering about this notion of synchronicity. One of the hallmark elements of the campaign was the real-time management of the program during two key periods. One was naturally while the show was airing in real time. Keyword buys and creative were focused on those doing just what the NBC Olympic viewers I mentioned in my integration in media column were doing: watching TV and surfing the web at the same time. This segment of audience has a very different level of interest and intent because they are being primed by the most expensive selling tool an advertiser has, their brand owned content. Supplementing that experience and continuing it with more brand-owned content is a fulfillment that extends beyond integration.
The second, more opportunistic area of success for the Showtime campaign was in the conquest nature around other shows and events which might be seen as both relevant and competitive. By targeting viewers who may be engaging in similar intent-induced searches created while watching a different TV show, Showtime’s search campaign produced a perceptual compliment. Clearly someone watching “The Sopranos,” a competitive show with a similar demographic audience, isn’t going to be confused when shown an ad for “The Tudors,” but will rather experience an Amazon.com correlation experience. In this case, the suggestion that “The Tudors” might fit their viewing interests is another means to synchronize beyond the search and even ignore the other ad mediums to get deeper into content as a connective force.
Synchronization can come in many forms. In the not too distant future of addressable TV, synchronization will reach new heights. The promise of a properly done single digital ad platform becomes the ability to target your TV, print, radio and digital buys to all align. For everyone’s sake, I hope that all parties involved don’t confuse integration of a buy within synchronization of message.
Image taken from usatoday.com article on olympic swimming by Marcio Jose.
