2022年10月11日
By 米卡Saulitis 创意策略总监，Trollbäck+Company
博客

什么是旧的是新的:回顾过去，利用一个快速的未来

宽松牛仔裤很流行. 腰包流行起来了. 线性电视正在兴起. 不，你不是在重演1993年. 虽然我不是前两种趋势的专家, the rise of FAST channels indicates that the future of entertainment will feel more familiar than we ever thought.

有线电视和SVOD的引爆点

Cord cutting is by no means a new phenomenon, so the fact that “big cable” lost 1.5 million subscribers from Q1 2021 to Q1 2022 — a number that rose 31% year-over-year — should come as no surprise. But what is surprising is how quickly SVOD services shifted from being the darling of entertainment to facing a major growth crisis in their own right.

仅在2021年的最后一个季度，就有4.500万消费者取消了流媒体订阅, 说明我们已经达到了饱和点. 但是，当观众选择保留或取消哪些SVOD服务时, 流媒体领域出现了一个新的领导者, 而且确实感觉很熟悉.

流媒体账单上涨的解药

冥王星电视等服务, Tubi, 丛, 三星电视+, 和Roku频道正在为消费者提供无限制的免费流媒体服务, either through ad-supported video on demand (AVOD) or via free ad-supported TV channels (FAST channels).

如果你不熟悉这些, 让自己回到90年代或00年代翻阅频道指南的时代. 现在，添加数百个特定于类型和标题的新频道 美国角斗士 频道是我个人最喜欢的)，你有快速频道. It’s old school TV, but with more choice, more niches, and more audience control.

The era of ad-supported TV is back, and it doesn’t look like it’s going anywhere. 而消费者正在削减他们的有线电视和SVOD服务, FAST频道总数在2021年增长了99%, 未来三年，该公司的收入预计将增长50%.

当我们准备一个快速的未来, there are some branding and marketing learnings that can be gleaned from this old-yet-new entertainment model.

快速频道:什么是旧的?

功能通道命名

While modern channel branding and naming has become increasingly abstract — networks like Magnolia, 自由的, and Comet tell you very little about the type of content available — there’s an opportunity to look to trends from the ’90s and early ‘00s to stand apart in the rapidly expanding FAST landscape.

在TLC之前是90天未婚妻宇宙的家, 那是学习频道, 这很明显, 简明扼要地阐述了它的核心承诺. AMC代表美国经典电影. A&E是艺术 & 娱乐. 这些名称优先考虑的是清晰度而不是创造力, and in a FAST landscape with literally hundreds of channels to scroll through — there are now over 260 FAST movie channels alone— establishing a specialty, 焦点, 或者说利基是最重要的.

混乱的频道阵容

每个有线电视提供商为频道分配不同的号码. 为观众, 这很好——他们只订阅了一种有线电视服务——但对品牌来说是这样, 这可能会导致营销复杂化. 例如, FXX电视台正在宣传最新一季的《亚特兰大, 他们不清楚如何或在哪里观看直播, 因为FXX是DirecTV上的另一个频道号, 光谱, 和菜.

同样的障碍也存在于FAST领域, 冥王星电视台, 丛, 和Tubi各自提供独特的频道阵容. 然而, 如果一个渠道创建营销内容运行在一个特定的服务(即, 如果它专门在, 说, 冥王星电视) there’s an opportunity to clearly state how and where to find a channel or title. 稍后会详细介绍.

老学校宣传片

SVOD格局已经改变了娱乐营销. We’ve all seen “Here’s What’s Coming in October” promos from streaming services like Netflix or Disney+, 因为为下周即将到来的游戏创造兴奋感, 下个月, 或者明年就能带来长期的订阅忠诚度. 但在过去, a crucially important promotional asset was the in-program “Now/Next/Later” graphic and short :10 “Up Next” promos.

类似的, it’s important for FAST channels to maintain the audiences they have on-channel by informing them of immediately upcoming titles. Promos that tease content in the distant future aren’t as valuable in generating and maintaining audiences in the FAST space as assets that keep people streaming in the moment. 像这样, FAST channels can—and should—prioritize building compelling in-program and “Up Next” promotional messaging.

快速频道:最新动态?

成为“最爱”

It used to be nearly impossible for channels to stand apart in a program guide. 但是今天, some services like Tubi and 三星电视+ offer users the ability to “Favorite” FAST channels. This ability to create a custom lineup makes navigating the landscape easier for audiences, 并给品牌一个明确的奋斗目标.

在营销和传播方面, FAST频道有机会不仅仅是推动收视, 而是鼓励观众“喜欢”这个频道, 反过来, 从数百个频道中选择一个, 五个或六个中的一个. 这样做有助于品牌在消费者心中保持领先地位, 在竞争中脱颖而出, 建立更深层次的关系.

为小屏幕而建

59%的人.S. 消费者报告说，他们使用非电视设备进行日常视频使用(例如.e. 手机、平板电脑和电脑). 与过去相比，这是一个巨大的转变, 机顶盒电视在哪里占主导地位, 因此, 信息和图像占据了更多的空间.

Audiences today may scroll through a 200+ channel lineup on a 5-inch phone screen, 品牌有一个20x20像素的空间来展示他们的标志，以吸引人们的注意. 像这样, it’s important for FAST channel visual identities to be simplified; intricate notches or detailed patterns in a logo or on a graphics package will get lost. 大胆、简单、干净的设计是品牌脱颖而出的途径.

营销的多层次

FAST频道可以在自己的频道上推广即将推出的内容. 例如，他们可以在服务中做广告, 他们可以花钱在Tubi主页上做广告, 或者把这个频道列在冥王星电视指南的顶部. And they can develop social and digital campaigns outside of the streaming ecosystem.

This brings up a conundrum for FAST channels: Do they commit top-of-funnel marketing dollars to target the biggest audience, but run the risk of losing consumers as they attempt to navigate the complexities of finding their channel? 或者他们会做低漏斗, 平台营销资金，因为他们的用户较少, 但可以很容易地引导人们到他们的频道?

虽然没有硬性规定, 我建议将平台内营销和平台外营销分成75/25. 这样做可以确保你优先转换忠实用户, while still reaching audiences who may not be active in—or aware of—the FAST space.

未来正在快速逼近

流媒体服务(Tubi), 冥王星电视), 老牌媒体公司(福克斯), 派拉蒙), 和新贵(电影公司), 电影公司都在争夺快速电影这块蛋糕. 现在是狂野的西部, 随着越来越多的玩家进入这个领域，目前还没有明确的赢家. But as some channels start to win the hearts and minds of audiences, others will fall by the wayside.

Now is the time to plant a flag in the FAST landscape and set foundations for long-term success—and the best way to do that may just be to look to the past for inspiration. 别把遮阳板拿回来就行了.

[编者注:这是来自 Trollback +公司. 流媒体 accepts vendor bylines based solely on their value to our readers.]