If you need to distance your product or service form your competition then tell a better story that will engage your customers. Branded Entertainment exploits that opportunity and leverages what makes your brand unique.

1. Branded Entertainment 2.0
...only if you want your brand to thrive(survive)

2. Your brand can stay stuck
in mind traffic, cluttered
behind all of the advertising
currently inundating your
potential customers’ lives or
you can learn to take a
different route, a faster way
to gain customer loyalty
and grow brand
ambassadors.

3. Your customers are currently watching video, film,
games...
30% of 2010 Internet traffic was video while it is projected to be 90% by 2013
- Cisco
Video, as well as social media, ads will help drive online advertising to become
the fastest-growing ad category worldwide by 2014
- ZenithOptimedia
Google (You Tube) had 44% of the 200 billion video views in October, 2011
- ComScore
...but are they engaging your brand?

4. Branded Entertainment is the differentiator. Period.

5. Branded Content blurs conventional distinctions between
what constitutes advertising and what constitutes
entertainment. Branded entertainment is a fusion of the
two into one product intended to be distributed as
entertainment content with a highly branded quality.

6. Branded Entertainment
shows how your customers
interact with your brand in
captivating scenarios,
distributing your message
through channels that
audiences seek out instead
of turn from.

7. Businesses that have invested
in branded entertainment,
cultivating an engaged
audience, will better reach
new audiences as multi-screen
and connected TV technology
saturates the marketplace.
80% of TV units shipped by 2015 will be connected compared to 27% in 2011
- Futuresource
80 million connected TV sets in 2011 to grow to 892 million by 2016
- Informa

8. Advertising dollars that are
targeting multi-screen devices
must also invest in quality
branded stories that leverage
the interactive engagement
opportunities the technology
offers.
Brands are forecast to increase online ad spend USD 884m in 2012 to hit USD 116.8m by 2014. The
report forecasts that online advertising will represent more than a fifth of global overall ad spend by 2014,
up from 16% last year.
- ZenithOptimedia

9. Where do you start?

10. First, ensure your brand is ready...
Are you clear on your mission and purpose?
Do you understand what makes your brand unique?
Are you certain who your target market is?
Is your on-brand message consistent?
Does your brand have a community of supporters?

11. If your brand is not ready, take the necessary steps
to ensure your direction is solid before launching an
integrated branded content campaign. Get help if
your internal resources are limited in this area.
If your brand is ready, assess your resources and
determine if you can develop, produce, distribute and
manage the type of integrated branded content
campaign that will capture significant mindshare of
your targeted customers.

12. Types of branded content that should be in your
library:
Documentary (involve top level decision makers and minions)
Series (Ongoing storyline around your consumer)
Feature (Consumer focused, with your brand as the unintentional and hidden
“hero”)
Comic script (consumer focused)
News Magazine (your brand featured as supporting star to your customer)
etc., etc.

13. Unless you demonstrate otherwise, your customer’s
perception of your brand simply won’t stand out. Do
something about it!

14. integrated media An Empowered Brand Satisfies its Audience
213 207 6962
www.onthebrinkmediagroup.com