A fundamental shift has taken place in the broadcast and overall media landscape. Audiences are now more elusive than ever for advertisers to reach.
The old-fashioned ‘interruption’ advertising model on television no longer has the impact it once did as viewers take more and more control of how, when and where they watch all forms of programming.
Far fewer people watch ‘appointment’ television than in the recent past; and only a few shows remain that have a major pull for ‘appointment’ audiences, such as The X-Factor or live sports. Yet marketers still need to reach audiences to build both brands and business.
Libertine Social works with brands to help them reach their customers through an online conversation built around community in the Social Utilities (Facebook, Twitter, YouTube) and elsewhere, and the need to create branded content which will earn attention and help build audiences itself by offering value to viewers.