The inaugural Digital Content NewFront in April was a big success in exposing marketers to high quality programming and integration opportunities for advertisers. Now that we have the content right, it’s time to tackle how we create “tune-in” habits for consumers.
There are two aspects; first is where does one go to tune-in? Certainly the content can be pushed out through social channels but there should be a place to pull us in as well. Here’s where you go for Aol, Yahoo!, and YouTube:
These “tune-in” pages will need to be engaging and learn the interests and habits of consumers to assemble the most relevant slate when they visit.
The second aspect is creating routines or moments of tune-in. While certainly not the same as Thursday night Must See TV, we should borrow from the networks’ promotional machine. Perhaps it’s Tune-in to watch at commuting standard time to align with commuting time; or a lunchtime look at x show.
Building tune-in habits – or appointment moments – will help drive consumption and offers marketers a unique consumer mindset. We’re captive during commutes and seek an escape from a stressful day during lunch providing unique creative opportunities.