5 Reasons TV Brand Integrations are Trending
Read adaptation of this story on RollingStone.com here.
Television brand integrations—the paradigm of paying a TV show, station or network to book airtime—is about seamlessly establishing the brand into the show through a timely, relevant and compelling storyline—one that becomes a newsworthy part of the program’s info-tainment experience. The target audience is already there, ready to be entertained, enthralled or otherwise consume information of interest. TV integrations allow corporate and personal brands to become part of the experience that viewers have already shown up for. So powerful, effective and accessible has this strategy become, TV brand integrations have gone mainstream and are trending now more than ever—driving visibility, creating positive impressions and building brand equity through credible and authoritative outlets chosen by viewers.
In this era of adless streaming, ad blockers and on-demand content through multiple devices and channels, broadcast television programs—and the public relations professionals and brand strategists that book into them—have jumped on the TV brand integration bandwagon … and with good reason. The most obvious motivations for TV shows and stations are revenue generation, in combination with viewer-attractive content. From the perspective of brand promotion, awareness and image building, TV integrations offer distinct advantages over traditional PR and advertising approaches, now emerging as an essential and effective tool for risk averse, innovation-minded agencies, companies and experts, alike.
Here are 5 key reasons TV brand integrations are trending among publicity-seekers.
1. Guaranteed PR Placement
As any seasoned publicity professional knows, no matter how strategic, well-planned and aptly written a press release or pitch letter may be, securing actual media coverage is subject to many factors beyond the control of the publicist. Breaking news, internal editorial calendars and priorities and an array of other dynamics are at hand when attempting to influence media outlets—no matter how well-crafted a media campaign. However, a pre-vetted and approved paid integration secures a broadcast commitment with a show or station. As long as the content is overtly targeted to the program’s audience and compelling enough to justify the airtime, it can be well-executed in collaboration with show producers for a result that everyone is pleased with. Producers will help ensure the segment unfolds with demonstrable value, which viewers have come to trust and expect from their chosen show.
2. Extreme Control
An integration-based TV approach gives the expert or company paying for the placement far more control over their media message than can be achieved through traditional PR processes. Strategic paid placement involves not only carefully choosing the outlet, the show and coverage format, but it also gives the sponsor primary control over the timing, topic and content as well. Timing relative to taping date, if not live, airdate and the amount of airtime to be proffered is pre-agreed upfront. The narrative, including the overarching topic and questioning, messaging, positioning and any call to action, is equally pre-managed along with imagery. Visual content elements the sponsor can request include video or images for b-roll, on-set props and demonstrations all arranged in advance. The actual broadcast may not follow the specific language provided verbatim, but the carefully chosen show and its producers have built-in incentives to showcase the brand as the sponsor desires as long as newsworthiness standards and journalistic integrity can be upheld in the process.
3. Extraordinary Affordability for Better Results
Today, TV brand integrations are available at a fraction of the cost of traditional public relations campaigns, which are often executed without any placement or pickup guarantees or significant content controls for bookings secured, and often less expensive producing and placing commercial advertising spots during show breaks. This ease of entry and reduced investment not only reduces marketing line item costs, but simultaneously assures highly effective publicity wins that help drive brand awareness and value—especially when the brand continues to leverage the video asset post-airing in its social media and other marketing strategies. In some cases, TV integration placement costs can be just a few hundred dollars, rather than the thousands associated with strategic ad placements in the same media venue—or traditional PR pursuits attempting to secure an equal amount of airtime on the same or other synergistic show.
4. Re-take Potential
Many of today’s TV integration opportunities are pre-taped, which can be a comfort for many over live TV. If all does not go as planned in the initial shoot, there is often the possibility of re-taping to get the information right or recover from a flub. In live TV segments, this is not the case. Of course, re-shoots create more work for everyone, so care must be taken to ensure the guest and all else is airtime ready when that camera starts rolling, especially for those hoping to continue doing business with the media outlet. All parties involved in a TV brand integration effort have incentives to produce the best possible product for the audience, so a reasonable request for a re-taping will most likely be honored and probably even anticipated (if not suggested) by seasoned producers.
5. Resulting Assets
Nearly every TV brand integration placement has the added advantage of becoming a marketing tool in perpetuity. Rights to use segment clips can be obtained and these video assets can then be leveraged in a multitude of ways: In social media, online press rooms, emails, newsletters, blogs, sizzle reels, webinars and such. The “as seen on” declaration, even without the actual clip, also provides a means of demonstrating third-party verification and credibility. Unlike traditional advertising, the value of this multi-purpose marketing asset increases with every use.
These are just a few of the many benefits of TV brand integrations prompting the growth of this publicity strategy. Then there’s the added benefit of placement beyond TV, oft including the station’s own website and social platforms, extending the coverage into the digital realm and vastly expending prospective reach. If the brand story is executed well within the context of the show, viewer value and effective brand building will follow no matter how, or where, it’s consumed.
As Seth Godin famously said, “Marketing is no longer about the stuff that you make, but about the stories you tell.”
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***Some or all of the accommodations(s), experience(s), item(s) and/or service(s) detailed above may have been provided at no cost and/or arranged to accommodate this review, but all opinions expressed are entirely those of Merilee Kern and have not been influenced in any way as per the disclosure policy on our “Legal” page***
