Television and Online Content Are Continuing to Collide: How to Leverage the Trend

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.

Influencer Involvement


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.

 

Tina Courtney
Marketing
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Conscious online marketer, Web executive, and multi-faceted writer, Tina Courtney has been creating and fostering online innovations since 1996. She’s produced and marketed ... Click for full bio

Alternative Beta Strategies: Alpha/Beta Separation Comes to Hedge Funds

Alternative Beta Strategies: Alpha/Beta Separation Comes to Hedge Funds

Written by: Yazann Romahi, Chief Investment Officer of Quantitative Beta Strategies, J.P. Morgan Asset Management

A quiet revolution is taking place in the alternatives world. The idea of alpha/beta separation has finally made its way from traditional to alternative investing. This development brings with it a more transparent, liquid and cost-effective approach to accessing the “alternative beta” component of hedge fund return and a new means for benchmarking hedge fund managers.

The good news for investors is that the separation of hedge fund return into its components—rules-based alternative beta and active manager alpha—has the potential to shift investing as we know it. These advancements could democratize hedge funds and, at long last, make what are essentially hedge fund strategies available to all investors—even those who aren’t willing to hand over the hefty fees often associated with hedge fund investing.

A benchmark for alternatives


With respect to traditional equity investing, we have long accepted the idea that there is a market return, or beta—but this hasn’t always been the case. Investors used to assume that to make money in the stock markets, one needed to buy the right stocks and avoid the wrong ones. The idea of a market return independent of skilled stock selection seemed ridiculous to most market participants. Yet today, we would never invest in an active manager’s strategy without benchmarking it against its respective beta.

Interestingly, hedge fund managers have been held to a different standard. Investors have been much more willing to accept the notion that hedge fund strategy returns are pure alpha, and that their investment returns are based entirely on the skill of the fund manager. That notion explains why investors have been willing to accept a “two and twenty” fee structure just to access what has been perceived as one of the most sophisticated and powerful investment vehicles available.

In thinking about the concept of beta, consider its precise definition—the return achievable by taking on a systematic exposure to an economically compensated risk. In traditional long only equity investing, the traditional market beta has been further refined as a number of other risks have been identified that are commonly referred to as “strategic beta.” These include factors such as value, momentum, quality and size. But no one ever said that these risk factors must be long-only.

Over the past decade, as more hedge fund data became available, academics began to disaggregate hedge fund return into two components: compensation for a systematic exposure to a long/short type of risk (alternative beta), and an unexplained “manager alpha.” What they found is that a significant portion of hedge fund return can be attributed to alternative beta. That fact has turned the tables on how we look at hedge fund return. With the introduction of the alternative beta concept, hedge fund managers will have to state their results, not just in terms of total return, but also as excess return over an alternative beta benchmark.

Merger arbitrage—an alternative beta example


The merger arbitrage hedge fund style can be used to illustrate the alternative beta concept. In the case of merger arbitrage, the beta strategy would be the systematic process of going long every target company, while shorting its acquirer. There is an inherent return to this strategy because the target stock price typically does not immediately rise to the offer price upon the deal’s announcement. This creates an opportunity to purchase the stock at a discount prior to the deal’s completion. The premium that remains is compensation to the investor for bearing the risk that the deal may fail.

Active merger arbitrage managers can add value by choosing to invest in some deals while avoiding others. Therefore, their benchmark should be the “enter every deal” strategy, not cash. In fact, the beta strategy explains the majority of the return to the average merger arbitrage hedge fund. And it doesn’t stop there. Other hedge fund styles that can be explained using alternative beta include equity long/short, global macro, and event driven. Note that the beta strategy invests in the same securities, using the same long/short techniques as the hedge fund strategy. The difference is that the beta strategy is a rules-based version that can become the benchmark for the hedge fund strategy. After all, if a hedge fund strategy cannot beat its respective rules-based benchmark (net of fees), an investor may be wiser to stick to the beta strategy.

Implications for investors


What does all this mean for the end investor? Hedge funds have traditionally been the domain of sophisticated investors willing to pay high fees and sacrifice liquidity. Alpha/beta separation in the hedge fund world means that investors can finally choose whether to buy the active version of the hedge fund strategy or opt for the passive (beta) version. Hedge fund strategies can be effective portfolio diversifiers. Now, through alternative beta, virtually all investors can access what are essentially hedge fund strategies in a low cost, liquid, and fully transparent form. For investors who haven’t had prior access to hedge funds, this could be welcome news. Not only can investors look at an active hedge fund manager’s strategy and determine how it has done compared to the systematic beta equivalent, they can also invest in ETFs that encapsulate these systematic strategies.

When looking at one’s traditional balanced portfolio today, there are plenty of questions around whether the fixed income portion will achieve the same level of diversification it has provided in the past. After all, with yields still low, there is little income return. Additionally, the capital gains that came from interest rate declines are likely to reverse. With fixed income unlikely to adequately fulfill its traditional role in portfolios, there is a need to find an alternative source of diversification. This is where alternative strategies may help. For investors seeking to access diversifying strategies in liquid and low-cost vehicles, alternative beta strategies in ETF form are one option.

Looking for an alternative to enhance diversification in your portfolio?


For investors looking to further diversify their overall portfolio, JPMorgan Diversified Alternatives ETF (JPHF) seeks to increase diversification and reduce overall portfolio volatility through direct, diversified exposure to hedge fund strategies using a bottom-up, rules-based approach.

Learn more about JPHF and J.P. Morgan’s suite of ETFs here

DISCLOSURE

Call 1-844-4JPM-ETF or visit www.jpmorganetfs.com to obtain a prospectus. Carefully consider the investment objectives and risks as well as charges and expenses of the ETF before investing. The summary and full prospectuses contain this and other information about the ETF. Read them carefully before investing.
J.P. Morgan Asset Management
Empowering Better Decisions
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See how ETFs differ from other investment vehicles, learn how to evaluate them, and discover how ETFs can be used effectively to achieve a diversity of investment strategies. ... Click for full bio