Advertisers could push live streaming into its golden age, according to an article on Venture Beat. Does this mean we’re going to witness more, spontaneous, corporate bloopers? Probably not…
You’re about to witness a sharp increase in the number of advertisements and marketing campaigns that use live, interactive broadcast platforms.For example, look no further than the hidden webcams Honest Tea pointed at bottles of tea it left out in the open in various cities, a marketing stunt disguised as test of citizens’ honesty.
Once reserved for “live from the red carpet!” entertainment events like the Oscars and sporting events like the Tour de France, suddenly live streaming is becoming popular with events not shown on television — partly because of the high cost-per-thousand (CPM) ad rates and high levels of interactivity it can command.
“Advertising is now our primary growth opportunity,” said Ustream founder and CEO John Ham. We spoke with him at the live streaming company’s hip HQ in San Francisco’s SOMA district. “Live content has always had some of the highest levels of engagement in traditional media like television. Some of the highest CPM is during the Super Bowl, American Idol and other live TV events. The reason for that level of engagement is simultaneous reach.”Honest Tea is wrapping up a live social experiment today with unmanned pop-up tea stores in major U.S. cities. The campaign demonstrates how streaming video production company can play an important role in modern marketing campaigns.
Honest Tea placed bottles in prominent locations, unattended, and let passers-by purchase them on the honor system. The San Francisco location, near the historic Ferry Building, is pictured to the right. Each bottle cost one dollar, and it was up to each individual to decide if they would pay for their drinks. Honest Tea used hidden cameras and Ustream’s live interactive broadcast platform to see how honest folks were.
The campaign found Chicago was the most honest city, with 99 percent of visitors to the pop up paying for their tea. New York came in last with 86 percent paying. San Francisco was 8th with 93 percent.
To find out how we can help you use the powerful tool of video production company for your business, call or email us today!Video Production Chicago