2| Success factor: brand & marketing
Content must be clearly branded and emit a clear
promise
15
An expressive brand
The brand (of the exploitation channel or content) must give a clear
indication of the content
PREFERRED SOURCES/AIDS
FOR FINDING CONTENT
Full-text search 61%
Users must be addressed and monetised over all channels (e.g. TV show with accompanying
website and contest) – providers’ own primary channel is often not sufficient to produce and
offer content cost-effectively
Source: goetzpartners consumer survey 2015
Cross-media marketing
Recommendations and social media
The Generation Y obtains information almost just as often from
traditional programme guides (35%) as through recommendations (30%)
Content diversification
The success of special interest TV channels broadcast by private stations underscores
that it makes sense to pool and diversify content to reflect the target group
Paid content
On-demand paid offerings are mushrooming, above all in the moving image arena,
since 60% of the Generation Y already use SVoD or TVoD offerings; however, only 22% of
the others surveyed use SVoD and 31% TVoD
Categorisation by genre
Central access platform
Recommendations/ratings
by other users
Recommendations
based on previous use
Rankings of
most-used content
Recommendations/ratings
of editors
Editorial newsletter
56%
37%
35%
28%
26%
19%
13%