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Brands and content
marketing: who brings
what to the party?
Branded content will be at the
heart of every marketing strategy
BRANDED
ENTERTAINMENT
BRAND
PUBLISHING
BRANDED
CONTENT
But what is branded content?
NATIVE
ADVERTISING
CONTENT
MARKETING
Branded content is any content
that can be associated with a
brand in the eye of the beholder
BUT	
  WHAT	
  IS	
  THE	
  ...
If	
  you	
  look	
  at	
  what’s	
  actually	
  winning	
  awards	
  
then	
  you’ll	
  see	
  there’s	
  some	
  agreeme...
SO	
  LET’S	
  ASK	
  AWARD	
  JURORS	
  AND	
  INDUSTRY	
  EXPERTS	
  AROUND	
  THE	
  GLOBE	
  
MOST	
  POPULAR	
  AMONG	
  AD	
  INDUSTRY	
  FOLKS	
  
It’s	
  a	
  great	
  piece	
  of	
  storytelling	
  about	
  the	
  human	
  
condi@on	
  that	
  is	
  brilliantly	
  wr...
MOST	
  POPULAR	
  AMONG	
  ENTERTAINMENT	
  INDUSTRY	
  FOLKS	
  
The	
  Lego	
  Movie	
  is	
  entertainment	
  produced	
  by	
  a	
  brand.	
  
And	
  it’s	
  great	
  entertainment	
  ...
WHAT	
  IS	
  THE	
  BUSINESS	
  MODEL	
  OF	
  BRANDED	
  ENTERTAINMENT	
  INDUSTRY?	
  
WILL	
  THE	
  MERGING	
  OF	
  ADVERTISING	
  AND	
  ENTERTAINMENT	
  	
  
REDFINE	
  THE	
  MEDIA	
  LANDSCAPE?	
  
Pure	
  defini@on	
  of	
  branded	
  content:	
  it’s	
  content,	
  it’s	
  
likeable,	
  it’s	
  crea@ve,	
  it	
  meets...
SO	
  WHERE	
  DOES	
  PUBLISHING	
  NOW	
  FIT	
  IN,	
  	
  
AND	
  WHERE	
  IN	
  THE	
  CUSTOMER	
  DECISION	
  JOURNE...
Brands	
  need	
  to	
  be	
  realis@c	
  about	
  compe@ng	
  with	
  
content	
  creators,	
  unless	
  they’re	
  prepa...
STEVE ACKERMAN
Managing	
  Director	
  
SOMETHIN’	
  ELSE	
  
The	
  big	
  change	
  that	
  brands	
  have	
  to	
  
und...
Find	
  a	
  mechanism	
  to	
  allow	
  you	
  to	
  collect	
  
customer	
  stories	
  at	
  scale.	
  For	
  example,	
...
DISTRIBUTION
CONTENT
(CO)CREATION
ENGAGEMENT
MANAGEMENT
MEASUREMENT
SMALL	
  SNAPSHOT	
  OF	
  LATEST	
  THINKING	
  ABOUT...
WHAT	
  DOES	
  GOOD	
  NATIVE	
  ADVERTISING	
  LOOK	
  LIKE?	
  
Thank You
@juzzie	
  
BOBCM: Brands and content marketing - who brings what to the party?
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BOBCM: Brands and content marketing - who brings what to the party?

20 minute presentation for Digital Media Expo 2015, a 3 day conference in London hosted by the World Association of Newspapers and News Publishers (WAN-IFRA). This presentation highlights themes from my previous presentations at the OBE Summit in Italy and the Golden Drum festival in Slovenia, and frames these within the context of where the publishing industry fits in the new media landscape.

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BOBCM: Brands and content marketing - who brings what to the party?

  1. 1.                     Brands and content marketing: who brings what to the party?
  2. 2. Branded content will be at the heart of every marketing strategy
  3. 3. BRANDED ENTERTAINMENT BRAND PUBLISHING BRANDED CONTENT But what is branded content? NATIVE ADVERTISING CONTENT MARKETING
  4. 4. Branded content is any content that can be associated with a brand in the eye of the beholder BUT  WHAT  IS  THE  BUSINES  PROBLEM  BRANDED  CONTENT     SOLVES  AND  IS  IT  DIFFERENT  FROM  ADVERTISING?  
  5. 5. If  you  look  at  what’s  actually  winning  awards   then  you’ll  see  there’s  some  agreement  about   the  best  work.  This  illustrates  that  juries  can   see  the  best  examples  even  though  the  award   shows  have  different  defini@ons.     JAN GODSK Branded  Content  Consultant,  Serial  Juror  +  Chairman   BCMA  SCANDINAVIA   “
  6. 6. SO  LET’S  ASK  AWARD  JURORS  AND  INDUSTRY  EXPERTS  AROUND  THE  GLOBE  
  7. 7. MOST  POPULAR  AMONG  AD  INDUSTRY  FOLKS  
  8. 8. It’s  a  great  piece  of  storytelling  about  the  human   condi@on  that  is  brilliantly  wriLen.  It  uses  a  fairy-­‐tale   structure  about  a  spellbound  protagonist  who  needs  to   find  true  love  in  order  to  undo  the  spell.  This  kind  of   universal  story  telling  is  more  than  you’d  find  in   tradi@onal  adver@sing,  and  that’s  what  makes  it   branded  content.  The  product  is  also  brilliantly   integrated,  and  the  social  film  project  allows  the   audience  to  engage  in  the  crea@on  of  the  campaign   without  seeming  forced  or  unnatural.   UROS GORICAN Crea@ve  Director  &  Branded  Content  Producer   PUBLICIS  SLOVENIA   “
  9. 9. MOST  POPULAR  AMONG  ENTERTAINMENT  INDUSTRY  FOLKS  
  10. 10. The  Lego  Movie  is  entertainment  produced  by  a  brand.   And  it’s  great  entertainment  that’s  loved  by  cri@cs  and   audiences  alike.  Lots  of  people  went  to  the  theater  to   see  it.  Now  they  rent  it  or  buy  it  at  home.  Or  watch  it   on  a  plane.  And  now  they’re  more  emo@onally   connected  to  the  brand.  Now  the  Legos  are  a  bit  more   magical.  So  they  buy  more  Legos.  And  go  to  Legoland.   Wait,  isn’t  this  Disney’s  model?  Maybe  Frozen  is  the   gold  standard…   JESSE COULTER Co-­‐Chief  Crea@ve  Officer,  CAA  Marke@ng   CREATIVE  ARTISTS  AGENCY   “
  11. 11. WHAT  IS  THE  BUSINESS  MODEL  OF  BRANDED  ENTERTAINMENT  INDUSTRY?  
  12. 12. WILL  THE  MERGING  OF  ADVERTISING  AND  ENTERTAINMENT     REDFINE  THE  MEDIA  LANDSCAPE?  
  13. 13. Pure  defini@on  of  branded  content:  it’s  content,  it’s   likeable,  it’s  crea@ve,  it  meets  brands’  objec@ves  and   it’s  good  enough  to  get  PRIME  TIME  on  a  major   commercial  channel!  At  Eurobest  judging  panel  we   were  all  asking  each  other  how  was  that  possible   nobody  had  come  up  with  the  idea  before.  This  only   means  that  concept  is  really  great  and  that  probably   we  will  see  local  versions  of  Brandarit  really  soon.   IZABELA KURCZEWSKA Head of Entertainment HAVAS SPORTS & ENTERTAINMENT POLAND “
  14. 14. SO  WHERE  DOES  PUBLISHING  NOW  FIT  IN,     AND  WHERE  IN  THE  CUSTOMER  DECISION  JOURNEY?  
  15. 15. Brands  need  to  be  realis@c  about  compe@ng  with   content  creators,  unless  they’re  prepared  to  risk   alloca@ng  budget  that  could  result  in  failure.  The   Hollywood  system  is  an  example  of  a  few  successes   bankrolling  a  large  number  of  duds  and  also-­‐rans.       I’d  recommend  collabora@on,  or  devia@on,  whereby   the  type  of  content  you  create  is  not  necessarily  of   interest  to  conven@onal  content  creators,  but  is  of   huge  interest  to  a  client  or  group  of  clients. RORY SUTHERLAND Vice  Chairman   OGILVY  GROUP  UK   “
  16. 16. STEVE ACKERMAN Managing  Director   SOMETHIN’  ELSE   The  big  change  that  brands  have  to   understand  is  the  need  to  have  an  ongoing   conversa@on  with  their  audience,  rather  than   just  short  bursts  of  campaign  ac@vity.  The   produc@on  of  con@nuous  content  requires   more  of  a  (broadcast)  programming  and   editorial  mentality.   “
  17. 17. Find  a  mechanism  to  allow  you  to  collect   customer  stories  at  scale.  For  example,  Airbnb   recently  launched  a  pladorm  where  people  can   submit  their  own  stories  at  Create  AirBnB. ANN HANLEY CEO   MARKETINGPROFS   “
  18. 18. DISTRIBUTION CONTENT (CO)CREATION ENGAGEMENT MANAGEMENT MEASUREMENT SMALL  SNAPSHOT  OF  LATEST  THINKING  ABOUT  STRATEGIC     CONSIDERATIONS  AND  EXAMPLES  OF  BEST  PRACTICE  
  19. 19. WHAT  DOES  GOOD  NATIVE  ADVERTISING  LOOK  LIKE?  
  20. 20. Thank You @juzzie  

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