THE NFL GOES ALL IN ON STREAMING: We’ve officially hit “priiime tiime” (using your inner-Chris Berman voice) for live sports streaming with yesterday’s announcement that the NFL and Verizon have reached a five year distribution agreement. According to the attached CBS Sports link Verizon will pay $2.25B for the rights to stream all NFL games for the next five years, beginning with the 2018 postseason in January. This is a major step forward for the NFL who initially dipped their toe in the streaming waters with Twitter at $1M/game in 2016, and then with Amazon this year at $50M to stream 10 Thursday night games. Besides the whopping price increase (at $450M per season), the deal increases the scope of NFL streaming by carrying all games on any device with a 7 inch or smaller screen – the previous deals were for smartphones only. Verizon customers will be able to access the NFL through their go90 platform and non-Verizon customers can go through Yahoo Sports. It’ll be interesting to see how this deal impacts the bid prices from the traditional networks in the next round of TV broadcast contracts, which start coming up in 2020. Conventional wisdom says with viewership migrating from living room TVs to connected devices the cost for TV rights will start to come down. But then again this is the NFL we’re talking about. If anyone can have their licensing cake and eat it too it will be King Football.
VISA GETS INTO THE SONIC LOGO GAME: As we enter the Age of Voice, when we’ll spend more and more time on connected devices which don’t have a screen, the concept of the Sonic Logo will become more important than ever. Sonic Logos are simply audio identities, like a jingle but much shorter and without lyrics. It’s the three-note chime to let you know you’re watching NBC or even the one note ding to tell you when it’s time to buckle up for that Southwest flight. Sonic Logos are all around us, but have you ever wondered how they’re created? The attached WSJ link chronicles the year long process Visa’s marketing team just underwent to come up with their own Sonic Logo. The final product is HERE . . . it’s really short so click and pay attention. Visa will begin tagging all of their video and audio creative pieces in 2018 with their new Sonic Logo, with the goal of establishing an audio-based brand identity over time. This seems like a smart proactive move for a brand which is looking to stay relevant in tomorrow’s audio-first landscape.
LEARNING FROM OUR MISTAKES: Everyone makes mistakes, no matter if you’re a person, business or consumer-facing brand. In fact mistakes are so common that it’s not really about making the mistake in the first place. It’s what we learn from our mistakes which defines our character. And yes, this rule applies to marketers too. Every year brands make advertising mistakes they must learn from, and which also serve as cautionary examples for other advertisers to avoid. AdWeek has highlighted the top (bottom?) five from this past year, along with the lessons each one teaches, in the attached link. Some of these seem like non-starters. No, it’s never a good idea to feature Kendall Jenner solving race relations with a can of Pepsi, or a Mark Zuckerberg avatar showing off FB’s new VR app by touring hurricane devastation in a virtual Puerto Rico (I can’t make this stuff up). But there were also more subtle errors of context which befell Dove with its race-changing creative or McDs with its deceased father TV ad. These examples didn’t start as bad ideas, they just came across as tone deaf and unseemly. And perhaps most interesting of all is the case of Uber. It wasn’t one piece of bad creative that did Uber in during 2017. Instead it was the entire corporate bad guy image earned through a series of self-inflicted mistakes and an internal culture of misbehavior. Each of us should pay attention to these missteps – we’ll all be better for it in 2018.
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