|
PayMedia Consulting Group
Tel: +44 (0) 207 231 1244
[
ABOUT US
] [
SERVICES ] [
CLIENTS
] [ CONTACTS ]
[ PROFILES ] [
MONITORING & CASE STUDIES ]
PayMedia Pay TV Marketing Monitor
PayMedia operates a subscription
tracking service 'Marketing Monitor' providing our clients and
consulting partners with the latest and most innovative examples of
Marketing, Communications, Pricing, Packaging and New Products from
the Digital TV and Pay TV sectors.
PayMedia tracks the latest TV and Radio
advertising, on-air marketing, customer magazines, newspaper
advertising, direct mail and other promotions and communications
from around the world.
The purpose of the service is to provide
best-practice examples from marketing in the Pay TV and Triple-Play
(Broadband / Telephony ) space, deconstructing and interpreting the
strategies behind each campaign.
The service focuses on:
-
How operators are marketing advanced
products like HD & PVR to their customers
-
Providing examples of all
communications: TV, Print, Outdoor, Radio & Direct Mail
-
Identifying clever use of creative
and language
-
Tracking brand messages, brand
evolution and broadcast design
-
Understanding new pricing and
packaging models
-
Enabling operators to stay in touch
with the evolution Pay TV marketing campaigns as the develop and
identifying seasonal trends and promotions through regular
weekly updates
-
Identifying new trends and business
strategies
PayMedia also provides bespoke
consulting where we help operators to define, enhance and
differentiate their product offerings (particularly advanced guide
products and user-interfaces, VOD, remote PVR recording etc.)
Sample TV & Print Advertising &
Marketing Case-Studies
|
Sky’s HD November 2007
1.06 Mb
You can play or download this file
by right-clicking and choosing the save file as... option.
|
This promo running across Sky’s own channels helps to educate
viewers about the benefits of HD and that they will need an HD
set-top-box as well as an HD Ready LCD or Plasma TV. It also
reminds viewers that the Sky HD box is also a PVR, a message
that has perhaps been lost amongst many Sky subscribers.
Sky’s HD channels occupy traditional channel numbers.
Subscribers with a standard (non-HD) Sky box get a blue screen
when they tune to an HD channel telling them they need to have
an HD set-top-box and subscribe to the HD service to access the
channels.
|
Virgin Media, Mail on Sunday
2nd December 2007
Ref: PM 10-1529
 336kb
Keywords & Phrases: UK, Cable, Virgin Media, NTL, Telewest,
VOD, Triple-Play, Quad-Play, Seasonal, 500+ films, one thousand
shows and music videos, 40 free digital TV channels when you take
our phone service for £11
per month
|
This full page
advert from Virgin Media has a simple message. That with cable’s
VOD library, you can pick your own programmes for Christmas Day
from more than 500+ films and thousands of TV shows and music
videos, meaning that the terrible TV traditionally associated
with Christmas Day (TV Turkeys) can be avoided.
How far
Virgin’s campaigns reach into the minds of consumers, helping
them to understand and differentiate VOD is yet to be seen, but
as Virgin’s marketing becomes more content-centric, BSkyB will
have to find other ways of differentiating their offer.
|
Sky+ PVR
ITV, September 22, 2007
1.56 Mb
You can play or download this file by right-clicking and choosing
the save file as... option. |
With more than
a passing resemblance to Woody Allen’s 1972 film ‘Everything
you wanted to know about Sex…’ ( See a clip at
http://www.youtube.com/watch?v=v80pBBYKRYs ) this recently
launched TV campaign from Sky shows the benefits of Sky’s Remote
Record facility on the Sky Plus PVR.
Like many of
the more compelling PVR marketing campaigns, this execution
shows the benefits of remote-record in the context of everyday
lives and personal dilemmas. But it also stands totally apart
from other TV campaigns at the moment in terms of its style,
visual grammar and energy.
Part of a new
approach by BSkyB, the campaign ends with Sky’s new tagline:
‘Believe in Better’.
|
Sky Sports
The Guardian
Ref: PM 10-1533
29 November 2007
275kb
Keywords & Phrases: UK, BSkyB,
Sky, Satellite, Sky Sports, An Epic
December, Soccer, Cricket, Rugby, NFL, Motorsport, Tennis
Sky Sports
The Telegraph
30 November 2007
Ref: PM 10-1534
1Mb
Keywords & Phrases: UK, BSkyB,
Sky, Satellite, Sky Sports, Cricket,
Soccer, Join or Upgrade |
In December 2007, Sky ran a series of
print campaigns throughout the sports sections of UK newspapers to
drive take-up and awareness of Sky Sports amongst both prospective
and existing subscribers.
What is interesting about the campaigns is how they use the imagery
and the language of tradition.
The first example of this creative on the 29th November in The
Guardian and other newspapers is resonant of traditional European
battle and crusade scenes and with metaphors such as national flags,
introduces not only the concept of ‘patriotism’ but also that of
‘divine right’ – particularly if we take into consideration the
portrayal of the skyline and light in the background of each advert.
The use of a traditional, rather than a contemporary style helps to
show Sky Sports as part of the establishment, as the original and
best sports provider, but it also encourages the viewer participate
in, and share in the passion for sport that Sky is portraying.
Negative concepts of aggression and hooliganism are not reflected in
fine art, and so the image is desensitised and upholds the more
virtuous characteristics of sport and nationalistic loyalties.
Most importantly, the creative immediately stands out as distinct
from other photographic images in the sports sections of newspapers,
once again, putting Sky in a completely different category or
environment to its competitors.
The same creative is then carried through in the sports sections of
each newspaper on an almost daily basis, focussing on key viewing
‘appointments’ with all campaigns referring to ‘An Epic December on
Sky Sports’. Each of these banners can be placed at the bottom of
the page in half, third or quarter-page versions, reminding both
existing and prospective subscribers of the range of programming
coming up, and in stark contrast to fixtures banners employed by BT
and Setanta which appear brash, cheap and fail to address some of
the quality fears (from both technical and production perspectives)
that already exist in the market.
|
Dish Network DVR, LA Times
30th October 2007
Ref: PM 10-1515
2Mb
Keywords & Phrases: USA, Dish,
Dish Network, Echostar, Dish Network DVR, PVR, Never miss a
comeback, never miss a
twist, Never miss anything, Never miss your favorite shows, Better
than TiVo, America's Top 100, Lowest All-Digital Price Nationwide,
The best HD DVR on the planet, Store up to 500 hours. View all
recorded shows from 2 rooms, Pause, record, replay your favorite
shows. Fox, Back to You. Prison Break |
This campaign from Dish across major
titles like the LA Times, leverages viewer interest in the new TV
season, the return of top-rating shows and the launch of new
programmes.
Dish’s creative here is clear, bold, resonates with its brand and
runs over several pages. (although not all are full-page).
The ad reinforces the DISH DVR brand, which although not as well
known as TiVO, is core to the Dish product offer these days.
In order to increase PVR adoption and the adoption of other advanced
products, we think it is critical to create a series of strong
product brands, ideally with iconic product design, that can be
introduced to the market and then supported by ongoing marketing
campaigns which illustrate and contextualise the benefits of each
product.
Audiences need to be equipped with the language to talk about and
make value judgements about advanced products. Operators that don’t
commit to a long-term marketing campaign across all major touch
points will not be able to achieve the kind of levels of penetration
seen in the US and the UK.
Of course, the essence of this campaign is a product feature: the
ability to record entire series with one key-press and never miss an
episode of your favourite shows. And it delivers the right message
at exactly the right time.
Its also interesting to note the specification of the product, with
the ability to store more than 500 hours, this is significantly more
than PVR’s in deployment in the European market.
|
|
BSkyB Outdoor Advertising
22 November 2007
Ref: PM 10-1532
898kb
Keywords & Phrases: UK, BSkyB,
Sky, Satellite, Outdoor, Believe in
Better, Premier League, Sky Sports, Sky Sports HD, HD, HDTV, No
Better
Way, Sky Arts, Not available on Freeview or Virgin Media |
In this update we are reviewing Sky’s
current outdoor advertising campaign which is driving the push for
Xmas and New Year sales.
The enclosed examples are largely an evolution of the Autumn
campaigns of 2005 and 2006 when the ‘glassmark’ version of the Sky
logo was introduced.
Recently the tagline ‘What do you want to watch?’ of the last 2
years has been replaced by ‘Believe in Better’ . This was introduced
in September with a short-lived TV, print and outdoor campaign that
highlighted some of the key features that differentiate the Sky
offer (e.g. Access to International Channels, Crystal Clear HD,
Discounted Telephony and 24 Hour Customer Service) . Since then
‘Believe in Better’ has been integrated across all of Sky’s
communications.
Visually, this Autumn’s outdoor campaign follows the trends of
previous years. It features iconic imagery from events or
programming that either form the cornerstone of Sky’s sports and
movie offer, or otherwise they feature programming that is visually
stunning, iconic and that may perhaps surprise the viewer,
particularly if it is not traditionally associated with Sky.
In 2005 the glassmark logo was placed in front of the content,
allowing it to ‘shine through’ a metaphor for Sky sharing a passion
about content, rather than being a platform gatekeeper. In 2006, the
glassmark logo was still used, but Sky felt confident enough to use
just part of the logo – so campaigns would feature just an ‘S’ of
the Sky logo, or just the ‘K’. Despite this, it was instantly
recognisable.
This year, the content has moved primarily into the foreground, with
content sometimes in front of and sometimes behind the action,
giving the feeling of additional perspective and depth. Certainly
the viewer may get the feeling that the image is three dimensional
and leaping out at the viewer and this may reinforce Sky’s message
regarding its HD services which at least offer more ‘depth of
vision’ and realism than traditional SD pictures.
From a language perspective, reviewing all these examples, we see
that the copy refers to there being ‘No better place’ to watch this
type of programming than Sky. This fits nicely with the ‘Believe in
Better’ tagline and reinforces Sky’s leadership in the marketplace.
It unites a multitude of reasons why Sky is better than its
competitors, but the use of language here isn’t sales focussed or
aggressive, and therefore more acceptable.
Of course, this positioning campaign is taking place at the same
time as extensive print, leaflet, direct mail and some outdoor
advertising which is focussing on the triple-play See, Speak, Surf
offer which is playing on affordable price points, the ability to
customise a diverse package of programming mixes to your budget and
interests, and the benefit of having all services bundled into a
single, discounted offer.
Together the two reach across multiple segments, those looking for
value, and those passionate about programming.
Its fair to say, that we don’t see many similar multi-level
campaigns around the world, and certainly not with the same level of
commitment and momentum as the Sky campaign.
|
PayMedia YouTube Archive
As well as providing selected marketing examples for
download via this site, PayMedia has also uploaded a number
of relevant examples of TV Advertising and On-Air Marketing
promos from a number of key Pay TV platforms and digital
broadcasters. If you have some relevant promos or
advertising examples from Pay TV operators around the world
that you would like to share with the industry either on
this site, or via our YouTube library, we would love to hear
from you. Please email
justin@paymedia.co.uk |
 |
PayMedia Broadcast Monitoring
PayMedia also independently tracks the
broadcast output of digital, on-demand and terrestrial TV services
throughout Europe, The Middle East and Africa via our own satellite based
digital monitoring centre and works with local broadcast monitoring agents in the US,
Australia and Asia to keep our client up-to-date on the latest
trends in content, formats and branding.
PayMedia's London-based facility, which
includes an extensive dish-farm, provides exclusive access to a number of key European and Middle
Eastern digital TV platforms including:
BSkyB UK & Republic of Ireland Services,
including the Sky+ PVR
Tiscali /
Homechoice (IPTV)
Canalsat (Canal Satellite) France, including the Pilotime PVR
TPS France
Canal Digital Scandinavia
Digital + Spain
Digiturk Turkey
Canal Digitaal Netherlands
Premiere Germany
Showtime Middle East
Nova Greece
Sky Italia
Multichoice Africa
Freeview
BT Vision
For more information about these
services, please contact
Justin Hewelt, Director, PayMedia Consulting Group on +44 207
231 1244
[
ABOUT US
] [
SERVICES ] [
CLIENTS
] [ CONTACTS ]
[ PROFILES ] [
MONITORING & CASE STUDIES ] |