November, 2014

How Digital Television can Benefit Your Brand

Digital TV

 

A Nielsen report, Shifts in Viewing: The Cross Platform Report Q2 2014, reported an undeniable shift in television viewing habits amongst American consumers.  Although viewership on traditional television is reporting a decrease, the consumption of multimedia content continues to rise.  Millennials, generation x and baby boomers alike are increasing their viewing time on digital devices.  Digital viewership has also increased by two percent among Hispanics, eight percent among Blacks and ten percent among Asians.  This shift in television viewing habits gives brands a unique opportunity to connect with consumers on multiple platforms.

Digital advertising gives brands the ability to direct consumers to its landing page from an ad.   Brands can also engage in pop culture conversations online and share video links on online platforms.  For example, DiGiorno Pizza’s witty tweets during NBC’s Sound of Music Live garnered the brand publicity in a way unheard of over five years ago. Also, brands can create their own digital television programs for their audience’s enjoyment.  Chipotle developed a web series, Farmed and Dangerous, which stresses the importance of Chipotle’s stance on food safety and sustainable farming without placing a burrito in the show.  Denny’s recently launched a web series, “The Grand Slams” which will feature its favorite breakfast items and their stories.  According to Restaurant News, “the series targets millennials designed for viral social media play.”  Just like social media, brands that are innovators and early adopters in the digital television space will reap the benefits in the future.