The Evolution Of TV Turns Advertising Into Entertainment

As TiVo and other DVR technologies begin to change the way television advertising is used, more and more product-oriented companies are beginning to develop online TV series' in order to connect with the younger demographic more likely to fast-forward through the commercials on traditional TV.

The newest web series to air is Crescent Heights, developed by Procter & Gamble's Tide division. If you recall (if you're in the demographic the company is targeting with this series you probably don't), Proctor & Gamble was the originator of the soap opera. For those of you who watch Guiding Light, it started out 70 years ago on the radio and first aired in 1955, created by P&G. According to the New York Times, the "light" emphasizes one of P&G's first products the candle; the other being soap, hence the "soap opera".

Crescent Heights focuses on a young college graduate named Ashley who is starting a career in public relation in Los Angeles after moving all the way from Wisconsin. It has the typical "soapy" flair of friendship and romantic relationship drama that forms the basis of all soaps.

Ten 3-minute segments have been taped initially as part of a broad strategy by P&G to assess the impact of online entertainment on product sales with this test emphasizing Tide. While the detergent does make the odd appearance, the company has chosen to focus on clothing in the series as their method of advertising. Kevin Crociata, Tide’s associate marketing director says that the series intends to "speak to people about more than just laundry" as Tide " provides benefits to the fabrics she (Ashley) wears on a daily basis". Not surprisingly, Ashley's first romantic relationship kicks off as a result of being noticed because of the brightness of her yellow dress. This reminds me of the Axe commercials that more than discreetly promise sex in exchange for purchasing their deodorant brand.

Marketers and retailers are finding that in order to reach the younger demographic these days, advertising has to be contextually-based and subtle; basically mixed in with forms of entertainment that young people will view. Procter & Gamble's web initiative follows those of brands and companies such as American Eagle Outfitters, Unilever, and I Can't Believe It's Not Butter!

Via The New York Times

October 15, 2007

The Evolution Of TV Turns Advertising Into Entertainment