Source: BigDatr Binge It's Unturnoffable Campaign
With an increase in us spending more time at home, proximity to (and a reliance on screens) is at an all-time high. Streaming services and Catch-Up TV brands have capitalised on this behaviour by promoting heavily in June and July. With almost a 100% Branding approach, often using their own channels, brands are eating up advertising space across our TV and computer screens to try and harness more of that coveted screen time.
Let's run through how some brands are distinguishing themselves:
Binge have taken to the broadcast channels with their Unturnoffable message, including multiple Radio appearances to push a high frequency. Additional site buyouts encouraging people to 'Binge On' appear across major news URL mastheads.
Amazon Prime have chosen to focus on two programmes in their content: The Very Excellent Mr Dundee and Amazon Original Last One Laughing which includes some Radio advertising skewed to younger audiences across fox, hit, KIIS, Mix and Nova.
Lesser-known brand Acorn TV promote their streaming service with a Retail ad capturing their $6.99 price point across secondary metro TV channels.
Source: BigDatr, Binge, It's Unturnoffable, FTA TV Metro, 10, 10 Bold, 10 Peach, 7mate, 7TWO, GEM, GO!, Nine Digital, SBS, Seven Digital, NSW, QLD, SA, VIC, WA, Jun 5 - Jul 30
ARN's digital audio streaming service iHeart Radio as taken to its owned airways to promote connectivity. Now That's Smart nudges listeners with how easy it is to stream their favoured channel (Mix 1023 in SA in this case) using the iHeart Radio app. The brand is also name-dropped on Gold 105.3 in VIC as ARN battles to retain attention in a market where podcasts and audiobooks are gaining popularity.