26. TV advertising used to work like this: you sat on
your sofa while creatives were paid to throw a
bucket of shit in your face. Today you're expected
to sit on the bucket, fill it with your own shit, and tip
it over your head while filming yourself on your
mobile. Then you upload the video to the creatives.
You do the work; they still get paid.
Charlie Brooker
27. Brands need to be the
content not the gaps
between content
28. Bye bye ads, hello content
“Branded content is a form of brand
communication that engages people by giving
them something of cultural value, something that
appeals to their interests and passions, with the
result that they reward the brand with respect,
loyalty and commitment”
29. Branded Content That Matters
“Branded content is a form of brand
communication that engages people by giving
them something of cultural value, something that
appeals to their interests and passions, with the
result that they reward the brand with respect,
loyalty and commitment”
30. Branded Content That Matters
“Branded content is a form of brand
communication that engages people by giving
them something of cultural value, something that
appeals to their interests and passions, with the
result that they reward the brand with respect,
loyalty and commitment”
31. It’s time to be interesting,
useful and charming
44. Fusion of CSR, sponsorship
+ marketing = cultural
relevance and real value
45. "Brands must think like media companies.
More content, more quickly, more
platforms. Content as a dialogue not a
monologue”
Nick Thomas, Forrester Research (via Twitter)
46. Advertising can’t do that. it’s
too convinced of its own
importance and god-given
“rightness”
57. PROJECT: AMNESTY
DATE: 10/11/2010
57
Globo (Brazil)
Our content is now syndicated to TV channels around the world, and
commissions are following - A new model of TV deals.
58. A New Model
Short form
Distribute through web
Find interest or not
Low risk
59. A New Model
Made for Web
Made for TV
Made for Film
Multiple Revenue Streams
60. What does this mean?
An idea, a story, a piece of
content - can travel from
print to web to DVD, mobile,
TV, film, social media and
beyond, to massive
audiences across the world.
Great content means
massive earned value
61. Brands like earned value.
The internet has changed media consumption.
Where audiences go brands follow.
There has been delineation between making advertising and buying
media and making content and distributing it
The values we have learnt building a media company, about audience
content and community are of value to brands, values like:
•- Interact in the audiences lifestyle environments
•- Organic distribution creates and influences communities
•- Aim to create fans of what you do
•- Content done right is a great communication media
66. Motherboard would most likely never have been made through
traditional commissioning, but is massively successful from an audience
perspective. Brands can be good for creativity and audiences!
Brands have ROI requirements, filmmakers can shift their thinking and
use that to their advantage. Brands are not just supplying funding, it’s in
their interests to market and to develop new ways of reaching
audiences, so they will invest in ways to distribute your creative if the
proposition seems viable. This is good – more audience, more revenue
streams!
Brands have ROI requirements different audience profiling, the resource
of brand research and their knowledge and study of audiences is great
information. Filmmakers should care about what people want to see,
brands can help tell you this!
Some thoughts...
67. Done right (!)
Working with brands can:
Get things Made
Get things Seen
Get things Monetized
Get things Right!
Embrace it!
So
68.
69. VICE has been entertaining
international youth for the past 15 years through a
content ecosystem
70. The heart of the ecosystem is VBS.TV, our online broadcast
network launched in 2007 with Creative Director Spike
Jonze
72. PROJECT: AMNESTY
DATE: 10/11/2010
72
Globo (Brazil)
Our content is now syndicated to TV channels around the world, and
commissions are following - A new model of TV deals.
73. A New Model
Short form
Distribute through web
Find interest or not
Low risk
74. A New Model
Made for Web
Made for TV
Made for Film
Multiple Revenue Streams
75. What does this mean?
An idea, a story, a piece of
content - can travel from
print to web to DVD, mobile,
TV, film, social media and
beyond, to massive
audiences across the world.
Great content means
massive earned value
76. Brands like earned value.
The internet has changed media consumption.
Where audiences go brands follow.
There has been delineation between making advertising and buying
media and making content and distributing it
The values we have learnt building a media company, about audience
content and community are of value to brands, values like:
•- Interact in the audiences lifestyle environments
•- Organic distribution creates and influences communities
•- Aim to create fans of what you do
•- Content done right is a great communication media
81. Motherboard would most likely never have been made through
traditional commissioning, but is massively successful from an audience
perspective. Brands can be good for creativity and audiences!
Brands have ROI requirements, filmmakers can shift their thinking and
use that to their advantage. Brands are not just supplying funding, it’s in
their interests to market and to develop new ways of reaching
audiences, so they will invest in ways to distribute your creative if the
proposition seems viable. This is good – more audience, more revenue
streams!
Brands have ROI requirements different audience profiling, the resource
of brand research and their knowledge and study of audiences is great
information. Filmmakers should care about what people want to see,
brands can help tell you this!
Some thoughts...
82. Done right (!)
Working with brands can:
Get things Made
Get things Seen
Get things Monetized
Get things Right!
Embrace it!
So
97. + =
CHALLENGE INSIGHT OPPORTUNITY
Homogenous technical
perception of the TV
sector ...
How to raise
preference and
establish a clear
identity?
Our consumers love the
experience of ‘losing
themselves’ at the cinema
and would love to recreate
that feeling at home.
Philips TV can be the
brand to own and
enhance the
experience of being
at the cinema at
home
Why Is Cinematic Viewing Experience Our Vision?
A journey we started in 2009 and are continuing...
112. A New Approach To Entertainment Partnerships
Film Tree delivers better value entertainment partnerships to
brands:
Work up-stream with Producers/Directors
Focus on movies/TV shows being produced in UK/Europe
Brand can receive
Rich portfolio of assets – from digital to experiential
Tangible ROI – opportunity to share in the financial upside
Flexibility on partnership models
Production/Distribution investment
Multi-platform properties
Licensing/Merchandising
120. So, if you’re a brand who
appreciates film as a
powerful creative
platform…or a film maker
who appreciates that he
has great content for
brands to exploit..
Call us on +447540617754
121.
122.
123. Babelgum is:
• a streetwise video magazine that both inspires and showcases new and
emerging ideas and talents across music, film, arts and contemporary urban
culture
• an interactive video portal for professionally-produced content around
specific “passions” and communities – coming under the umbrella of an
upscale, ‘hip’ demographic looking for alternatives to the mainstream
• available for free online and on mobile handsets
• a creator of independent video production & online distribution – Babelgum
commissions original web series across all channels
More info:
• Content (long and short) sourced from both major and independent
producers to support original productions
• Destination for cutting edge brands and sponsors looking for online
opportunities
• Full Digital Rights Management protection: streaming only; no downloading;
geographic blocking by country
• 5 million unique users a month visiting www.babelgum.com.
• 3 million Babelgum iPhone apps downloaded
What is Babelgum?
124. The Online Video Ecosystem
User
Generated
Content
Curated – great selection of
content for time poor audience
Creation of original films,
documentaries, and web series
Repurposed
Broadcast
User-Generated
Content
Distinct editorial voice
Professional Content only
Curated
Video Magazine
125. Original & exclusives series
• Focus on content that is underserved by mainstream media.
• We have turned the traditional distribution models around – from online
last (after theatrical, TV and DVD sales) to online first (before theatrical, TV
and DVD sales).
•Development of formats suited to online and mobile viewing – short,
serialised.
• Clearly focussed on serving the needs of 25+ urban culture creatives.
126. • As opposed to TV, there is no ‘captive’ audience online
• Content needs to be actively supported so it finds its audience, or a ‘quality’ audience
• Babelgum use all marketing tools available on a case-by-case series
o Mainstream PR
o Blog outreach
o Social recommendation sites (Digg, Stumble Upon)
o Social media
o Advertising & Key words Advertising
o Affiliate partners: Metacafe, Flavorpill, Time Out etc.
• Developing a good CRM is key.
Finding its audience
127. Custom Content
INSPIRED BY DESIGN is a series featuring
amazing homes, using sustainable and
affordable construction. Some homes
display KOHLER bathroom or kitchen
fixtures .
The series was developed in response to
a RFP, and fit the editorial remit of
Babelgum and its audience.
Babelgum handled the production of the
series and its distribution both online
and offline - including launch on BG, PR
and marketing, syndication to other
platforms etc.
The Inspired By Design series has
received over 6M views.18
128. Custom Channels
Some brands are going further and are
producing video content themselves.
They are keen to extend the reach of their
content beyond their own website and
captive audience.
While they appreciate the reach of sites
such as YouTube, top brands are often
concerned about their content being
presented alongside UGC and the lack of
control it entails.
They are interested in reaching a quality,
audience
They like the idea of an editorialized, ‘safe’
environment which they have control over.
129. Trends in the advertising
market
• Brands increasingly want to engage more deeply with their audience – they
are keen to create content they can be associated with rather than simply
advertise around it.
• This is particular true online where legislation is looser and audience
participation opportunities greater [Ofcom new rules]
• Brands are also keen to participate in immersive experiences including both
online and offline elements
• Brands do not want to be associated with UGC and the unknown of
advertising on such platforms
• Most mainstream brands’s RFPs expect proposals that includes the creation
and distribution of custom content.
• Brands often want the quality series AND the reach. Beyond the costs of
production, there is a need to factor in an effective marketing and
distribution strategy to achieve broad reach.
130.
131.
132. Steve Mullins, brand-e (Moderator)
Chris Clarke, LBi
Andrew Creighton, CEO of VICE Media Group Europe
Carl Christopher-Ansari, Sony Computer Entertainment Europe
Wander Bruijel, Philips Consumer Lifestyle
Johnny Hardstaff, Ridley Scott Associates
Sabine Stork, Thinktank International Research
Jodie Fullagar, M&C Saatchi Sport & Entertainment
Ed Sharp, Film Tree
Laurence Billiet, Babelgum
Greg Loftin, Sillwood Films
Editor's Notes
How will you grab the attention of information-overloaded consumer? Getting consumers to engage with your brand is becoming increasingly difficult.
Finance/ acquire professional producers’ original work
