In a possible world first, Audi has launched its own TV channel in the UK. The move comes as companies try to shift their marketing budget away from traditional media, and in particular the 30 second TV spot. With the arrival of PVRs, such as Tivo and Sky+, and the threat that the Internet has on TV programme distribution, people are increasingly time-shifting their favourite programmes and skipping through ads.
Audi and their global ad agency, BBH, have made a concerted effort to diversify away from traditional media and launch their very own branded content.
Audi’s UK marketing director, Gary Savage explained this to the LA Times:
"The marketing budgets we have are considerable. We are enjoying tangible sales success in the UK. And we have much to be proud of. But in terms of advertising and marketing we have been very much following the conventional route," he said. "So we took a decision to take control of our own destiny. It was just a nice idea at first, but when we looked into it we realized that under a new type of broadcast license from Ofcom [the British media regulator] we really could become a media owner."
Expect more of the same from all industry sectors over the coming years as brands innovate to stay ahead of new media.
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