This document is the supporting material for a lecture i gave at the Henley Business School in 2012. the document outlines the growth of the branded content economy and how brands and marketers are seeing a huge shift in the success of branded content over other marketing disciplines. You will see some incredible statistics in this presentation which will help to support any case for the argument that branded content exceeds expectation and delivers far better results than traditional forms of media.

1. Ian Irving
Co-Owner and Head of Strategy

2. b r a n d e d c o n t e n t. . .
just another marketing
buzz term?

3. 1
/3
o f s k y fALL’ S
P RODU C T I ON S C O S T S
WERE C OVERED
BY P RODU C T
P LA C EMENT
B r a n d e d c o n t e n t is a r e l at i v e ly n e w f o r m o f
a dv e r t isi n g m e d i u m t h at b l u r s c o n v e n t i o n a l
d is t i n c t i o n s b e t w e e n w h at c o n s t i t u t e s a dv e r t isi n g
a n d w h at c o n s t i t u t e s e n t e r ta i n m e n t.

4. Wh y is b r a n d e d c o n t e n t
s o i m p o r ta n t i n t o day ’ s
s o ci o - e c o n o m ic c l i m at e ?

5. T r a d i t i o n a l m a r k e t i n g v e hic l e s a r e b e c o m i n g l e ss
e f f e c t i v e i n c a p t u r i n g a n d e n g ag i n g t h e at t e n t i o n
o f t o day ’ s p e r p e t u a l ly c o n n e c t e d c o n s u m e r s .

6. C o n s u m e r s a r e fa s t
becoming media moguls
i n t h e i r ow n r i g h t.
T o day w e a r e a l l
influential.

7. “A b r a n d is n o l o n g e r
w h at w e t e l l t h e
c o n s u m e r i t is – i t is
w h at c o n s u m e r s t e l l
e ach o t h e r i t is . ”

8. 69 %
of people
m u lt i sc r e e n

9. there
has been A
3.3 %
drop in 16 to 34
y e a r o l d TV
v i e w e r s si n c e
2003
69 %
of people
m u lt i sc r e e n

10. there
has been A
3.3 %
drop in 16 to 34
y e a r o l d TV
v i e w e r s si n c e
2003
ov e r
69 %
of people
m u lt i sc r e e n
700
yo u t u b e v i d e o s
sh a r e d e v e r y
minute on
Twitter

11. OVER
8M
there
has been A
3.3 %
t u n e d i n t o wat ch
Bau m gartn e r
jump
drop in 16 to 34
y e a r o l d TV
v i e w e r s si n c e
2003
ov e r
69 %
of people
m u lt i sc r e e n
700
yo u t u b e v i d e o s
sh a r e d e v e r y
minute on
Twitter

12. S O C I AL MED I A S H AR I NG
S O C I AL
NETWORK S
EMA I L
I N S TANT
ME S S AGE
BLOG S
ME S S AGE
BOARD S
92%
89%
81%
85%
58%
77%
86%
67%
61%
36%
24%
26%
18%
22%
20%
FR I END S
FAM I LY
C OLLEAGUE S

13. A m o n g c o r p o r at e
marketers, brandedc o n t e n t i n i t i at i v e s
a r e c o n si d e r e d
more effective than
other leading forms
o f a dv e r t isi n g a n d
marketing…

14. 69 %
OF MARKETER S s ay
b r an de d conte nt
is m o r e e f f e c t i v e
t h a n p u b l ic
r e l at i o n s . . .

15. 69 %
OF MARKETER S s ay
b r an de d conte nt
is m o r e e f f e c t i v e
t h a n p u b l ic
r e l at i o n s . . .
69 %
s ay b r a n d e d c o n t e n t
is m o r e e f f e c t i v e
t h a n D I RE C T MA I L .

16. 69 %
OF MARKETER S s ay
b r an de d conte nt
is m o r e e f f e c t i v e
t h a n p u b l ic
r e l at i o n s . . .
72 %
s ay s ay i t ’ s m o r e
effective thaN
m aga z i n e a ds .
69 %
s ay b r a n d e d c o n t e n t
is m o r e e f f e c t i v e
t h a n D I RE C T MA I L .

17. Di g i ta l b r a n d e d
c o n t e n t is a s
g o o d at d r i v i n g
awa r e n e ss a n d
c o n s u m e r va l u e a s
TV sp o n s o r ship

18. Online branded
c o n t e n t is
47%
Di g i ta l b r a n d e d
c o n t e n t is a s
g o o d at d r i v i n g
awa r e n e ss a n d
c o n s u m e r va l u e a s
TV sp o n s o r ship
m o r e l i k e ly t o
de live r consu m e r
va l u e t h a n
s o ci a l m e d i a
si t e s .

19. Online branded
c o n t e n t is
47%
Di g i ta l b r a n d e d
c o n t e n t is a s
g o o d at d r i v i n g
awa r e n e ss a n d
c o n s u m e r va l u e a s
TV sp o n s o r ship
m o r e l i k e ly t o
de live r consu m e r
va l u e t h a n
s o ci a l m e d i a
si t e s .
30%
o f c o r p o r at e m a r k e t e r s
expect their branded conte nt bu dg ets to
i n c r e a s e ag a i n i n
2014.

20. B r a n d e d c o n t e n t a n d c o n t e n t sh a r i n g c a n
drive sales and increase profits
C L I ENT S
S H ARE
EX P ER I EN C E S
YOU
D I S TR I BUTE
C ONTENT
V I S I TOR S
SOCIAL
MEDIA
SITES
YOUR
CONTENT
S ALE
V I S I TOR S
S H ARE
C ONTENT
CASE
TE S T I MON I AL S
V I S I TOR S
C ONVERT
LEAD
BE C OME S
S ALE
LEAD S
P ROF I T

21. H OWEVER . . .
“ F o r a t r u ly e f f e c t i v e s o ci a l
c a m pa i g n , a b r a n d n e e d s t o
e m b r ac e t h e f i r s t p r i n cip l e s
o f m a r k e t i n g , w hich i n vo lv e s
brand definition and
c o n sis t e n t s t o r y t e l l i n g . ”

22. W H AT MAKE S GOOD D I G I TAL C ONTENT ?
P OWERFUL
D I S TR I BUT I ON
S O C I AL
C AM PA I GN S
MED I A
L I NK S
WEB S I TE
C ONTEXT
AM P L I F I C AT I ON
RELEVAN C Y
DE P T H
ONL I NE P R
ENGAGEMENT
NATURAL
C ONVER S AT I ON
GROWT H

23. “ G o o d c o n t e n t is n ’ t a b o u t
b e ing e ve ry wh e r e . It’ s about
b e i n g w h e r e i t m at t e r s . ”

24. and it doesn ’t ne e d to b e
b r a n d s at u r at e d . . .

25. A L L S A I N T S N E W M U S IC C I T Y

26. D I G I TAL MED I A

27. P RE S S

28. T H E L I VE EVENT

29. T H A N K YOU