Better Technology For Better Brand Engagement
COW Library : : Manav Kapoor : Better Technology For Better Brand Engagement
Whisper Media Pte Ltd is a Singapore-based creative agency. We specialise in a new and powerful form of television advertising: inserting brand assets and social media messaging into existing material.
Being able to insert brand assets into existing productions opens up a tremendous number of opportunities to market products to different audiences in different regions. We also insert social TV tickers, appropriate to each market. Together this offers brands a novel way to harness the power of traditional television advertising with the growing requirement for digital engagement.
The difference between this and traditional product placement is that what we do isn't set up during pre-production. Our work takes place entirely in the window between when the final edit is completed, and when the program airs.
This, of course, often puts us under extreme time pressure.
The creative workflow itself is handled in Whisper Media's state of the art operations centre in Jakarta, Indonesia. The software that enables our efficient placements comes from our technology partner, MirriAd. They invented the advertising platform, which allows brands to engage with content through Whisper Media's creative services.
Starting in 2013, Astro, the leading pay TV operator in Malaysia, worked closely with Whisper Media to offer brand integration for several of its most popular shows. The workflow involves the production companies sending files to Whisper Media. For a 30 or 60 minute show, each file is measured in tens of gigabytes.
Our first deal was to integrate Unilever's skincare brand into the Indonesian romantic drama Saranghae, I Love You, on one of the country's largest free to air television stations, Indosiar. We inserted brand assets of Anchor butter and cream cheese into Astro's Masterchef All Stars. These are 60 minute programmes, so they involve Astro sending 60 GB files to us. We also worked on Astro's telemovies that aired during the Ramadhan period, where Peel Fresh fruit juice drinks were seamlessly integrated. These files typically ranged between 40 to 50 GB in size.
Johnson and Johnson's Clean & Clear Fruit Essentials face wash products will be superimposed on the billboard in the background
This is typical for us. Because we work with programs in their ready-to-air form, the files we receive are massive. We have to maintain the highest possible quality if the placement is to be accepted as part of the content, and not look like something stuck on afterwards. This means that we have to place the objects seamlessly into full resolution, high definition video - and then return those massive files to the client.
Using conventional FTP, moving files this size takes 24 hours or more, and drop-offs, necessitating restarting the transfer, were not uncommon. Television schedules are planned and published and would not wait for file transfer failures, so we had to find a way of moving very large files that was secure, fast, and simple to use.
In September 2013 we started using Signiant Media Shuttle to transfer files. Instantly we found we could move Masterchef All Stars files in 25 to 30 minutes That is a speed-up of 55 times - a remarkable benefit. Media Shuttle's send portal provides a simple, always-on way of sharing massive media files that are common in the video production industry, and are problematic to deliver reliably on an ad hoc basis.
We then went on to use a similar workflow for a separate project to insert Johnson and Johnson's Clean & Clear Fruit Essentials face wash products into the program Sahabat, which aired in October 2013 in Malaysia. We have also delivered product placements for broadcasters in Singapore and Indonesia. We have now implemented brand insertion in over 200 programmes.
Johnson and Johnson's Clean & Clear Fruit Essentials face wash products again to be placed on the billboard in the background.
Johnson and Johnson's Clean & Clear Fruit Essentials face wash products poster now in place.
The concept of brands engaging with content is not new. What we at Whisper Media do is take this highly effective form of advertising and make it more creative, scalable and accountable. For the first time, brands are able to seamlessly integrate multiple types of their brand assets into multiple exposures across media platforms. Our research indicates phenomenally high recall and affinity for the brand through this unique and innovative advertising solution.
By implementing the latest technologies, including Signiant Media Shuttle to move content, we are helping broadcasters stay on top as viewing habits change. Smart and nimble production executives who are backed by the right workflow technology can find new creative options for all brands to reach out to their markets through entertaining and popular content.