I have an approximately 20‐minute commute to and from work. Every morning I listen to my favorite radio station, as I am sure you do. One morning last week, the radio crew was discussing how TV networks are talking about cutting commercial time to compete with Netflix and Hulu. The Fox Network announced its goal by 2020 is to reduce commercial time to 2 minutes per hour!
Now the marketing side of me thought, “Wow! If you want to buy ad time on Fox, marketers are going to have a whole range of things to consider.” I would assume the spots would increase in price. Ads are probably going to need to be further shortened to allow several different ads per two‐minute segment. I also thought, “Boy, I’m not going to have all that time amongst commercials to do household chores and munch”. Also, TV shows will need to come up with more content to replace the lack of commercial time.
Then the mailing side of me, which, after 28 plus years tends to sneak into most thoughts, wondered if this would have an effect on direct mail. My bet is it will, especially if all the bigger networks jump on board to reduce commercial time. Over the past few years, direct mail and digital campaigns have been pushing into the forefront of nearly all marketing discussions. It seems like every year there is some new buzzword to refer to the integrated use of direct mail, digital and social media to promote and brand your company. Will the lack of commercial time boost these channels to new heights?
I’m curious, what success have you found in “Omni‐channel Marketing”?; I think that it’s the latest buzzword. Have you found things that work better than others? And if you’re trying to learn more, you might check out our recent PressLines’ feature, “Do Your Marketing Campaigns Drip with Success?”
I’m also wondering if I’m the only person who thinks of such things on the way to work.