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SXSW Interactive 2016

Kill Your TV (spot)

It’s the biggest line item in most marketing budgets, it’s the thing that gets more attention, resources, scrutiny or praise than anything else a brand does, yet the end result for most campaigns is a measly couple of TV spots. That’s just :60 seconds of communication from brand to audience.

Human content consumption is not a monochannel endeavor, so why are campaigns still built around this one tiny chunk of content? It’s time to cut time, cost, and most of all expectations that brands are built on the TV spot, and start planning a model that connects brands to audiences in the moments that matter, and with a message that fits each moment.

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Takeaways

  1. How do we evolve from “spot” thinking to editorial thinking for brands?
  2. How can brands skirt traditional production models built for TV and work on storytelling vs. spot making?
  3. What if you removed every budget line item associated with “TV” and shifted those dollars into other vehicles that can connect brands to audiences?

Speakers

  • Craig Key, Senior Vice President of Media, space150

Organizer

Kristen Emmons, PR & Emerging Media Planner, space150

Meta Information:

  • Tags: advertising, digital, video
  • Event: Interactive
  • Format: Solo
  • Track: Branding and Marketing
  • Level: Intermediate
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