Streaming Killed the Television Star

Youtube Viewer | Right Click Media

Television has been the holy-grail of video advertising since its release in South Africa way back in the late 70’s. Of course the rest of the world started taking advantage of this long before we did. However, over the last decade or so, the face of video broadcasting has changed substantially thanks to the functionality of the internet; and now we are seeing strategies such as YouTube advertising starting to take the foreground. But what does this mean for your marketing efforts?
The rise of viewer controlled video broadcasting
When television was still an exciting phenomenon, many media theorists built entire careers behind designing theories on how the technology would affect society and commerce, and what it would eventually evolve into. One such person, Marshal McLuhan felt that television, as it was during the time of his theories, was incredibly primitive. He had no concern for the quality of audio or visual connections or HD viewing, he predicted that television would become more interactive to cater better to the user: and while our television sets took their time in becoming smart in this way, the internet stole these plans out from right under it, in the form of video streaming sites such as YouTube.
Where television missed the boat
Television only started to take advantage of this by piggy-backing off of the success of YouTube, designing products that could stream such content as well as smart-phones, PCs and other similar devices. Though in keeping to its roots, television missed out on quite a few advantages posed by YouTube:
• Streaming sites such as YouTube make it possible to engage with content on the go by broadcasting from mobile devices; which means a wider audience, more of the time.
• No TV licences are necessary to engage with YouTube from devices other than televisions, making it easier for these users to engage with your content.
• Users have better gatekeeping privileges, which means that they are able to customise their viewing choices in a way that television cannot allow.
• The interactive nature of YouTube can be used to promote links to websites and other marketing material to keep prospective customers engaged.
• Targeted marketing on YouTube means that advertisers can use it to reach demographics with the highest potential for conversions, instead of generalising their audience on television networks.
• Sites such as YouTube allow marketers to produce effective campaigns at less of a cost than television advertising. This is because less stringent gate-keeping control is imposed on these channels, which ultimately leads to lowered production costs; while the actual cost of flying advertising on these mediums is generally lower than with television.
Contact Right Click Media for Details
If you would like to know more about how we can help you with YouTube video setup, contact a representative from Right Click Media today, or visit our website for further details on our various digital marketing services.