NBC’s Cross-Platform offering created by NBCU’s Linda Yaccarino dubbed “Symphony” is delivering.
Tonight on Will & Grace, a two minute ad pod is replaced with a 90 second integrated Honda skit written by the show’s creators, Max Mutchnick and David Kohan.
Character Jack drives his Honda Accord while speaking to Karen via Bluetooth; talking about the lack of good of commercial acting gigs he’s getting. He gets a call from his agent while on with Karen, switches over and gets the news she just landed him an audition for a Honda commercial.
It’s done fairly well, and it now has people talking about Jack & Honda before it airs.
It’s got MIRP.
Media Impressions beyond Rating Points (MIRP), coined by CEO of C3 Metrics advertising attribution data cloud Mark Hughes in his book Buzzmarketing (Penguin/Portfolio).
MIRP goes beyond generating awareness through targeted GRPs in a linear TV commercial which may be forgotten as soon as the next commercial begins (that depends on strength of creative). MIRP moves towards creating a buzz by making it talked about in the future…producing media Impressions that last.
Creative = Key
Creative is key.
Branded content isn’t new (it’s how Soap Opera’s began with P&G before ad pods were invented).
Branded content done well looks like organic content. Branded content that looks like a square peg in a round hole looks more like commercial p*rn (a little uncomfortable).
This isn’t new for NBC. GE began branded content with Jimmy Fallon on NBC’s Tonight Show in its skit “Fallonventions” several years ago.
According to Chief Research Officer at CBS Television David Poltrack, TV creative + messaging = 70% of the impact of TV advertising. Bad ads = bad for advertisers, and also bad for TV.
This year, Turner, NBC, NatGeo, and Hallmark have been experimenting with cutting TV ad load, which sometimes results in channel zapping affecting ratings, taking viewers away from programming.
Whether it’s quality of creative in branded content or quality of creative in regular linear TV advertising: creative = 70% of TV ad performance.
Radio Killed the Video Star?
Not exactly, but efforts from NBC and other TV media sellers are aimed at combating the mountain of performance data that digital offers (compared to lagging performance data from TV) evidenced by a new initiative called Thor.
As TV execs from Comcast to Charter to AT&T have been discussing Thor, Westwood One radio came out and said: we’ll guarantee the ROI of buys on radio right now.
The caveat? Advertisers must submit radio creative for pre-testing and benchmarking in order to qualify.
Translation: put an awful spot into TV (or radio), and you’ll get an awful result.
As TV squirms a bit, seeking to fill the black hole of performance data which digital enjoys (even though most digital performance data is fraught with fraud, lacks cross-device joining, doesn’t incorporate viewability, and is siloed last-click)…we should expect to see more NBCU + Honda efforts.
More TV partnership, more TV creativity, and more attributed performance data.