Television and Online Content Are Continuing to Collide: How to Leverage the Trend
Do you ever feel like television is beginning to fade into obscurity? Maybe not completely, but it’s inarguable that TV doesn’t have the clout it used to. The internet is slowing killing the television star.
TV and online content are continuing to collide as more and more eyeballs vector to online entertainment. This trend will likely continue until the two eventually merge into a single product.
We see examples of this via television shows expanding their lore with webisodes, silver screen stars start making their way to YouTube, and even YouTube celebrities creating their own running content on YouTube Red.
As it currently stands, however, much of the content published online is one-off topic videos, how-to guides, review videos, and similar standalone content.
But there is an emerging theme where more and more creators are beginning to experiment with web TV shows, episodic content, and similar connected content series. Even famed comedian Louis C.K. has gotten in on the action with his website-exclusive show Horace and Pete.
If your brand is ready to deviate from the standard course and dive into largely uncharted creative territory by creating an epic web TV show, check out these proven steps.
Influencers are a hot commodity right now. These folks are capable of engaging audiences in trusted ways that other advertising modalities fail to accomplish.
By way of example, Ericsson created a web documentary series entitled Capturing the Networked Society which makes a case for the beneficial effects of internet connectivity. The most viewed episode in the series, Case #27: @TunaMeltsMyHeart, starred an Instagram-famous dog with a prominent overbite named Tuna who boasts more than 1.8 million followers.
But the dog’s popularity is not the sole reason that the episode was so widely popular.
Built in Distribution Strategies
In order for a web series to perform as well as its creators hope, distribution is a must. This is another reason why influencers are key figures in episodic content; they have built-in distribution.
In Tuna’s case, when the dog’s owner, Courtney Dasher, shared a link to the episode on Tuna’s Instagram, it was quickly followed by more than 64,000 likes, over 2,200 comments, and scads of views for the video.
All in all, Tuna’s episode garnered three times more views than any other video in the series.
This is not a one-off case either. In Dunkin’ Donuts’ 2015 #Dunksgivingseries, the pastry chain recruited New England Patriots tight end, Rob Gronkowski, to cook a turkey inside one of their locations. In similar fashion, that particular episode attracted five times the number of views than the average video for the series.
Cross Promote Relentlessly
Social media cross promotion is an essential strategy for giving any worthy piece of connect its moment in the sun.
In the case of Marriott International’s subsidiary brand, Moxy Hotel, the company created its Do Not Disturb series (which also leveraged a bevy of influencers) to target millennial audiences.
Knowing full well that a staggering percent of the younger generations occupy social media websites, the hotel chain launched a series of Instagram and other paid social ads.
Their PPC advertising paid off as their mentions on Twitter, Facebook, and Instagram increased by a stunning 167%.
Moreover, the ads increased their total views by 244,000 and brought their average time on their YouTube channel from 43 seconds to 2 minutes and 54 seconds, totaling a 270% boost.
Episodic content and web TV shows can serve a greater purpose for a brand when leveraged correctly and when the right steps are implemented. As television and digital properties continue to meld, it is likely that this type of related content will continue to become more widespread and commonplace. Start mastering this craft now so that when the time comes, your company is already proficient at producing killer web TV shows.
Top Picks in Asset Allocation
Written b: John Bilton, Head of Global Multi-Asset Strategy, Multi-Asset Solutions
As global growth broadens out and the reflation theme gains traction, the outlook brightens for risky assets
Four times a year, our Multi-Asset Solutions team holds a two-day-long Strategy Summit where senior portfolio managers and strategists discuss the economic and market outlook. After a rigorous examination of a wide range of quantitative and qualitative measures and some spirited debate, the team establishes key themes and determines its current views on asset allocation. Those views will be reflected across multi-asset portfolios managed by the team.
From our most recent summit, held in early March, here are key themes and their macro and asset class implications:
Key themes and their implications
Asset allocation views
For the first time in seven years, we see growing evidence that we may get a more familiar end to this business cycle. After feeling our way through a brave new world of negative rates and “lower for longer,” we’re dusting off the late-cycle playbook and familiarizing ourselves once again with the old normal. That is not to say that we see an imminent lurch toward the tail end of the cycle and the inevitable events that follow. Crucially, with growth broadening out and policy tightening only glacially, we see a gradual transition to late cycle and a steady rise in yields that, recent price action suggests, should not scare the horses in the equity markets.
If it all sounds a bit too Goldilocks, it’s worth reflecting that, in the end, this is what policymakers are paid to deliver. While there are persistent event risks in Europe and the policies of the Trump administration remain rather fluid, the underlying pace of economic growth is reassuring and the trajectory of U.S. rate hikes is relatively accommodative by any reasonable measure. So even if stock markets, which have performed robustly so far this year, are perhaps due a pause, our conviction is firming that risk asset markets can continue to deliver throughout 2017.
Economic data so far this year have surprised to the upside in both their level and their breadth. Forward-looking indicators suggest that this period of trend-like global growth can persist through 2017, and risks are more skewed to the upside. The U.S. economy’s mid-cycle phase will likely morph toward late cycle during the year, but there are few signs yet of the late-cycle exuberance that tends to precede a recession. This is keeping the Federal Reserve (Fed) rather restrained, and with three rate hikes on the cards for this year and three more in 2018, it remains plausible that this cycle could set records for its length.
Our asset allocation reflects a growing confidence that economic momentum will broaden out further over the year. We increase conviction in our equity overweight (OW), and while equities may be due a period of consolidation, we see stock markets performing well over 2017. We remain OW U.S. and emerging market equity, and increase our OW to Japanese stocks, which have attractive earnings momentum; we also upgrade Asia Pacific ex-Japan equity to OW given the better data from China. European equity, while cheap, is exposed to risks around the French election, so for now we keep our neutral stance. UK stocks are our sole underweight (UW), as we expect support from the weak pound to be increasingly dominated by the economic challenges of Brexit. On balance, diversification broadly across regions is our favored way to reflect an equity OW in today’s more upbeat global environment.
With Fed hikes on the horizon, we are hardening our UW stance on duration, but, to be clear, we think that fears of a sharp rise in yields are wide of the mark. Instead, a grind higher in global yields, roughly in line with forwards, reasonably reflects the gradually shifting policy environment. In these circumstances, we expect credit to outperform duration, and although high valuations across credit markets are prompting a greater tone of caution, we maintain our OW to credit.
For the U.S. dollar, the offsetting forces of rising U.S. rates and better global growth probably leave the greenback range-bound. Event risks in Europe could see the dollar rise modestly in the short term, but repeating the sharp and broad-based rally of 2014-15 looks unlikely. A more stable dollar and trend-like global growth create a benign backdrop for emerging markets and commodities alike, leading us to close our EM debt UW and maintain a neutral on the commodity complex.
Our portfolio reflects a world of better growth that is progressing toward later cycle. The biggest threats to this would be a sharp rise in the dollar or a political crisis in Europe, while a further increase in corporate confidence or bigger-than-expected fiscal stimulus are upside risks. As we move toward a more “normal” late-cycle phase than we dared hope for a year back, fears over excessive policy tightening snuffing out the cycle will grow. But after several years of coaxing the economy back to health, the Fed, in its current form, will be nothing if not measured..
Learn how to effectively allocate your client’s portfolio here.
This document is a general communication being provided for informational purposes only. It is educational in nature and not designed to be a recommendation for any specific investment product, strategy, plan feature or other purpose. Any examples used are generic, hypothetical and for illustration purposes only. Prior to making any investment or financial decisions, an investor should seek individualized advice from a personal financial, legal, tax and other professional advisors that take into account all of the particular facts and circumstances of an investor’s own situation.
J.P. Morgan Asset Management is the marketing name for the asset management business of JPMorgan Chase & Co and its affiliates worldwide. Copyright 2017 JPMorgan Chase & Co. All rights reserved.
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