The 30-second TVC isn't dead, but it is not the only option out there
With viewers becoming more aware of being sold to, advertisers have to find other ways to reach audiences beyond the 30-second ads.
Television sponsorship is nothing new, although it is relatively young in this market. A recent rise in the number of TV sponsorships, however, indicates a stronger interest in this type of brand or product advertising.
One of the most prominent sponsorships spilling over into 2006 is Ford Middle East's work with Superstar. The deal is part of the brand's youth-driven communications strategy, which features the new Mustang, Focus, Fiesta models, along with the Mondeo ST220.
Based on Fremantle Media's worldwide format success - Idols, Superstar is a music talent competition that sees thousands of contestants from Arab countries audition for the chance to become a solo mega music star in the Arab world. Superstar is produced and aired by Lebanese station, Future TV.
"We wanted to create a youthful yet still conservative channel to target the youth. Music is the common language around the world so we will continue to play on that theme," says Hussein S. Murad, director, marketing and sales, Ford Middle East. The Superstar show has had three seasons since September 2005 will end next month.
This is not the only TV sponsorship Ford ME is doing. It also has an ongoing deal with CNBC on its daily stock market reports, Aswaq Almal, for the Lincoln brand.
This year, Ford will be pushing its new SUV line-up, including its Explorer and Expedition models. Ford is still planning the campaign and prospects of similar deal are not discounted.
"Endurance and durability will be the focus of the re-launch. In any case, product placement for any of our brands would be natural instead of blatant branding around the show," says Murad.
"Lack of transparency in media and research make it more difficult for advertisers to decide where to take TV sponsorship and advertising," he continues. "There must be value in the programming and in sponsoring shows, the advertisers will have partial influence on the development of the show."
Another advertiser who has broken new ground in TV sponsorship is Aujan Industries. The distributor of Barbican, a malt-based non-alcoholic beverage, last year took its 'Hada Hayati' (This is my Life) campaign to a new industry level by actively sponsoring Sylvester Stallone's boxing show, The Contender.
Aujan helped recruit a number of young adult Arab males (the target market for Barbican), to take part in the show.
"The three focuses we have are availability, visibility and connection," says Alex J. Andarakis, CEO, Aujan. "Ultimately, these will goals lead to brand buying and loyalty."
Through the sponsorship, Barbican becomes associated with the way of life that most of its target market leads, creating affinity between viewer and product.
"It's not about the show or the game but about what we are getting off the platform of the players and the loyalty that gets built because of the sponsorship connection with the activity," says Tolga Sezer, head of marketing. Barbican has also sponsored Soccerstars, a reality show that trains soccer fans into professional soccer players.
"It's about consumer immersion and free-flowing communication between the brand and the consumers," says Andarakis. Aujan has yet to release this year's plans for any campaigns or TV sponsorships.
TV sponsorship has become increasingly popular, with the advent of Tivo and similar technologies that allow viewers to skip advertisements and customise the content they are watching.
But technology can play a role on both sides. Interactivite technology along with the consumer's need for spontaneity and real time media response have created alternatives for advertisers to connect with its audience.
Web advertising has become the extension of TV advertising. Interactive programmes require viewers to log online, exposing them to branding and promotions on the website.
Other media include the simplest systems such as the Interactive Voice Response (IVR), where viewers are encouraged to call and participate. Advertisers can control the IVR and run a record promoting their brand or products to a captive audience.
Another medium is the SMS feedback system. With SMS as the most basic and widely used form of interactivity, TV stations can create a return message whenever viewers send an SMS. The message may include a 'thank you' note and names of the different sponsors for a particular show.
The next trend for the industry to monitor is the improvement of product placement. "Product placement is too 'in your face' here," says Manoj A. Mathew, VP, Marketing and Corporate Communications, Zee TV. "The slow evolution of TV sponsorship may be brought on by the lack of agencies that focus or specialise on developing product placement strategies."
The maturity of the advertising market dictates whether or not they have the capabilities to create sophisticated product placement within a marketing campaign. These agencies must learn to cooperate and accept the influence of production houses to create a seamless product placement within content-rich programming.
Product placement will be a challenge for advertisers and agencies, as they have to push the creative envelope harder.
"Audiences have learned to easily detect when they are being sold a product within a programme and the minute they realise it, that's when they product placement backfires," adds Mathew.
© Gulf Marketing Review 2006
