Revision3 Advertiser Integration - Part 2 of 2

Wait! Check out part 1 of this 2-part blog post here.

Consider This…

What if match.com sponsored an episode of The Tyra Banks show and all of Tyra’s viewers were single and lonely? And what if Tyra was also single and lonely, used match.com herself, and highly recommended it? And what if Tyra's viewers could instantly browse to match.com from their television? And finally, what if Warner Bros. could measure the viewers who subsequently did go to match.com?

Well, that would be a solid marriage of advertiser, programming, product and viewer.

And that's the unique position Revision3 (an Internet television network) is in, albeit with different sponsors, more targeted programming and a homogenous population of hosts and viewers. For a quick glance at what Revision3 is all about, check out their website or their Wikipedia entry. Their marketing partnerships are called "advertiser integrations"

I'm really impressed; as both a fan of their programs and as a marketing professional.

This is part 2 of 2 about Revision3’s advertiser integration strategy, and how it results in an enhanced brand experience for viewers, with very few “wasted eyeballs” for their marketing partners.

In my previous post, I discussed how television advertising has adapted and improved over the years in response to changing demands and markets. Brand experience placement, and other intersections of advertising in entertainment, actually adds value to the programming and for the viewer. Internet television can take brand experience further.

Internet Television Shortens the Transaction Waiting Period

Television and video is connected to the Web now. Whereas most traditional television ad messages are meant to be recalled at the time and place of transaction, brands that advertise on hulu.com, abc.com and others have an advantage – consumers can connect instantly. There is no wait time. They can interact with the brand right now, within the browser, and the programming itself can underscore the brand message.

Unlike the network sites and hulu.com, Revision3 Internet television is an actual TV network for the Web, with a highly targeted viewer base, broadcast-quality shows and original content. But, we all know that without a profitable advertising model, the fun won't last long. And Revision3's advertiser integrations are the perfect solution.

The Connection between Programming, Hosts and Advertiser

The video below illustrates exactly how well the advertising is integrated into the content, and it hopefully shows how well the show knows its audience. This Revision3 show is called Scam School and is about playing tricks on people to win a drink, or win a couple bucks from somebody at the bar. They created a fun trick called domain smacking, which is when you buy a funny domain and redirect it to another site in order to get some laughs. Watch how seamlessly the host of the show pitches the sponsors' messages. The domain smacking segment starts at 5:57 and is strategically sponsored by Go Daddy, a company that sells cheap domains and offers redirecting for free!



This other Scam School show is sponsored by Neflix...telling us to rent Matchstick Men, which is a movie that is about a con man, much like the host of Scam School, and somebody that the viewers probably want to be like. It’s genius! It starts at 6:07