Michael Kuss and hyperlinking across platforms

I have to say that I’m really happy to see this ‘internet’ thing really catching on in mainsteam media.  With every major media outlet seemingly intent on developing broadband players, bonus online content for their traditional offering, and generally expanding their digital presence to further engage their audiences, we’re finally seeing the world of media starting to create real cross-channel experiences.

What delights me even more is that we’re now seeing advertising beginning to push these online features.  A few years ago, it was difficult to find even a URL on a television broadcast, but now dedicated bumpers and even 30 second spots are being dedicated to promotion of companion online content.  This is a great thing not only for our industry, but for us as audiences as well, but we haven’t entered a utopic cross-media society just yet. While there are many areas we still need to improve in, there is one which still seems to be needlessly overlooked in some situations – and I’m sick of it.

This is a post which has been brewing for some time thanks to Michael Kuss.  For those of you who can’t place the name, Michael is the most recent man to bring me ‘Toronto’s Weather’ as the face of City TV’s meteorological empire.  While it often seems City would have better accuracy with the weather if they just stuck their heads out the window once in a while, they’re making a huge push to be seen as Toronto’s number one source for Toronto weather.  As a part of this push, they built a snazzy little portion of their website out to allow the audience to actually log on and, using Google Maps, see conditions from one of eleven weather stations across the GTA – it’s a pretty neat app.  Even more exciting are the 15 and 30 second spots which they pepper across their networks pumping this app, as well as Michael, his well-scripted down-to-Earth personality, and resilient hair styling.  While I’m happy these online spots exist, they’re really starting to tick me off.

Outside of a brief verbal-only mention of the URL off the top of the spot, they spend the entire time introducing the audience to this very helpful, well-designed site and enthusiastically describing its features – without affirming in the mind of the audience how to find it!!! I mean, come on?!?!?  No lower third?  No URL bug in the bottom corner of the screen??  No dedicated on-screen card following the spot???  Why invest the production resources and commercial time to drive someone to your website if you’re not going to make damn sure people know the address???
In the online world, when we want to drive traffic, we hyperlink.  In the print world, the URL is omnipresent or its not even possible for it to be part of the equation.  While this clearly isn’t Michael Kuss’ fault, he becomes the poster boy for a very slick ad that does an excellent job of promoting the online product but sadly, stops well short of achieving its objective.   Assuming that people can navigate your brand across platforms is just arrogant.  Brands often go to great lengths to put a memorable URL in the mind of their audience but it’s not going to stay their on its own.  While media outlets are making great strides to engage their audience on multiple platforms, it’s imperitive they remember how crucial it is for their audience to not only be attracted to their content – but able to find it.