The Business of Branded Content

Total Page：16

File Type：pdf, Size：1020Kb

Native Advertising Days 2016 The Business of Branded Content November 2016 Programmatic Premium Display Advertising Content Marketing Native Native Ads Branded Content A guide to Branded Content A guide to Branded Content: Editorial Sponsorships Editorial Sponsorships Custom Content Partner Content Common (1) Existing editorial calendar (1) Light integration (1) Video distribution on-site executions (2) Custom calendar (built-to-sold) (2) Strong promotional (2) Specialty thought-leadership Content creator Publisher’s editorial team Publisher’s custom studio Brand or agency Brand objective Awareness Consideration, Preference Varied Brand integration None - association only Light to Strong Probably A guide to Branded Content: Custom Content Editorial Sponsorships Custom Content Partner Content Common (1) Existing editorial calendar (1) Light integration (1) Video distribution on-site executions (2) Custom calendar (built-to-sold) (2) Strong promotional (2) Specialty thought-leadership Content creator Publisher’s editorial team Publisher’s custom studio Brand or agency Brand objective Awareness Consideration, Preference Varied Brand integration None - association only Light to Strong Probably A guide to Branded Content: Partner Content Editorial Sponsorships Custom Content Partner Content Common (1) Existing editorial calendar (1) Light integration (1) Video distribution on-site executions (2) Custom calendar (built-to-sold) (2) Strong promotional (2) Specialty thought-leadership Content creator Publisher’s editorial team Publisher’s custom studio Brand or agency Brand objective Awareness Consideration, Preference Varied Brand integration None - association only Light to Strong Probably! The Business of Branded Content Business of Branded Content | Sales and Revenue 9 Business of Branded Content | Pricing and Packaging 10 Business of Branded Content | Pricing and Packaging 11 Business of Branded Content | Content Creation 12 Business of Branded Content | Distribution 13 Business of Branded Content | Campaign Renewals 14 Business of Branded Content | Performance Metrics 15 Business of Branded Content | Performance Metrics 16 Links Links In Summary 1. Branded Content vs Native 2. CPV is the new currency 3. Evolution towards brand metrics Thank you. Tom Jenen President, International Polar [email protected] @tomjenen www.polar.me/resources.

Copy Link

Recommended publications

The Path to Purchase Extending the Brand Through the Entire Purchase Funnel
Leadership and Marketing Excellence OPTIMIZING DIGITAL MARKETING SPECIAL SECTION: CONNECTING VIDEO AD SPEND TO SALES THE PATH TO PURCHASE EXTENDING THE BRAND THROUGH THE ENTIRE PURCHASE FUNNEL JULY 2016 Oral_Care_ROI-ANA3.pdf 1 6/21/16 5:40 PM A Leading Oral Care Brand Challenged Us To SELL MORE TOOTHPASTE WITH VIDEO WE DELIVERED RETURN $4.43 On Ad Spend C M Y CM MY CY CMY K Results Speak Louder. Period. SHUTTERSTOCK.COM www.eyeviewdigital.com Leadership and Marketing Excellence CONTENTSJULY 2016 Board of Directors Get more out of this issue ROGER ADAMS, USAA at ana.net/julymag16, PAUL ALEXANDER, EASTERN BANK with tweets, links, video, a full PDF download, and more. DANA ANDERSON, MONDELEZ INTERNATIONAL LINDA BOFF, GENERAL ELECTRIC CHRIS BRANDT, BLOOMIN’ BRANDS ROB CASE, NESTLÉ 03 GAURAV CHAND, DELL DAVID CHRISTOPHER, AT&T CHRIS CURTIN, VISA JERRI DEVARD DEANIE ELSNER, KELLOGG SANJAY GUPTA, ALLSTATE JACK HABER, COLGATE-PALMOLIVE JON IWATA, IBM BRADLEY JAKEMAN, PEPSICO GERALD JOHNSON II, AMERICAN HEART ASSOCIATION JEFFREY JONES II, TARGET JOHN KENNEDY JR., XEROX RICH LEHRFELD, AMERICAN EXPRESS 14 KRISTIN LEMKAU, JPMORGAN CHASE CHANTEL LENARD, FORD ALISON LEWIS, JOHNSON & JOHNSON BOB LIODICE, ANA PAGE #ANALOG ROB MASTER, UNILEVER NADINE McHUGH, L’ORÉAL 02 Something’s brewing between Outlook and Starbucks; the current TONY PACE and future rates of ad blocker use in the U.S.; momondo proves MARC PRITCHARD, PROCTER & GAMBLE traveling is in our DNA; upcoming events; quick facts; and more. RAJA RAJAMANNAR, MASTERCARD TONY ROGERS, WALMART DIEGO SCOTTI, VERIZON PAGE WHAT BRANDS HAVE IN STORE JAMES SPEROS, FIDELITY INVESTMENTS 04 Thanks to new technology and the opportunities it affords brands MEGAN STOOKE, GENERAL MOTORS MARC STRACHAN, DIAGEO to reach consumers, marketers are finding more opportunities to NUNO TELES, HEINEKEN deliver messaging all along the path to purchase.
[Show full text]
Branded Content Creation & Distribution Guide
Branded Content Creation & Distribution Guide Steps for Success. Developing and distributing branded content has become more complicated than ever with a wide array of package options and pricing that can vary significantly depending on the content creator, buy types, content types, publisher sites, and more. This guide is designed to help brand marketers and their agencies identify the various branded content creation and distribution options available today and, importantly, understand the key factors that should be considered upfront to make sure that all branded content/native advertising buy meets strategic objectives/KPIs. iab.com/branded-content April 2018 © 2018 Interactive Advertising Bureau Branded Content Creation & Distribution Guide Table of Contents Mission and Contributors ................................................................................................................... 3 Introduction ........................................................................................................................................ 5 Setting the Stage – The IAB Branded Content Creation & Distribution Definitions Framework ......... 6 Where to Start – Key Steps ............................................................................................................... 8 First step: What’s your strategy and KPIs? ..................................................................................... 8 Next Step: Content: Do you have content? Do you need content? ............................................. 9 Next step:
[Show full text]
Madison & Vine
Advance Praise for Madison & Vine “A superb analysis of the intersection of Madison and Vine. Donaton thoroughly explores it in a concise, well-documented style. This convergence is the future financial model of the entertainment and advertising industries.” —Mark Burnett, Creator/Executive Producer of “The Apprentice” and “Survivor” “Scott Donaton does more than lay out a road map of the future. He makes you smell the sweat on the upper lip of every advertising executive trying to save his bacon in the scary, dangerous intersection of our great- est cultural forces—advertising and the entertainment media that helps this nation sell itself to itself. This book explicates the inexplicable, sure, but it also fills your imagination with the metallic taste of fear that grips the buyer, the agent, the programming executive whose next car could be a used Kia if they don’t figure out what the hell is going on. A word to those who want some action in this crazily converging techno- centric world: read this book or be left behind.” —Stanley Bing, bestselling author of What Would Machiavelli Do? and FORTUNE magazine columnist “Scott Donaton was one of the first to call attention to this space and now he’s written the definitive book about the mutual benefit that happens when filmmak- ers and marketers collaborate.” —Harvey Weinstein, President, Miramax Film Corp. “Unique and insightful, Scott provides an insider’s look into the evolving business models of entertainment and advertising. Madison & Vine has forced execs to reconsider the power of branded entertainment and serves as a guide for all involved to wake up and create strategically streamlined marketing programs that make sure dollars deliver on ROl.
[Show full text]
Content Marketing
Ellerbe 1 Lexicon and Marketing Strategy Essay Content Marketing Hames Ellerbe Marketing, Media, and Communication II February 14, 2017 Ellerbe 2 Lexicons explored Strategic Planning is an organizational management activity, which is used to set priorities, focus resources, and strengthen operations. The planning works to make an agreement on the desired results and what to change, should an issue arise. Strategic planning is an effort that makes decisions and actions that shape and guide what an organization is, who it serves, what it does, and why it does it; focusing on the future. Medium(s) are the materials or platforms used to create a work of art, design, or information. Social Media are forms of electronic communication (as websites for social networking and micro blogging) through which users create online communities to share information, ideas, personal messages, and other content (such as videos). Visual Impact is the first thing we work toward in a design and is also an aspect of design marketing collateral with a strong mental picture effect. Perception is the way of regarding, understanding, or interpreting something; and is the base for content marketing. Content is the information portrayed in a work. Emphasis is the exaggeration of words or an aspect of a design in a text or design with a different style to have words or aspect stand out. Content Marketing Organizations neglecting marketing often, are on a crash course for failure. Marketing is the process for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (American Marketing Association [AMA], n.d.).
[Show full text]
Own Your Content
Own Your Content A Content Hub Primer Written by Keith Reynolds Edited by Gregory Pings © 2021 - Publi.io, LLC publi.io Table Of Content Earned, Paid And Owned Content . 5 The Technology Behind Your Owned Content . 9 How Can A Content Hub Advance Your Business . 11 Owned Content Fundamentals: Your Northstar Idea . 14 Your Owned Content Editorial Strategy . 19. Content Hubs: Your Owned Media HQ . 22 Your Customer’s Journey . .. 25 Your Path To Success: The Publisher’s M .O TM. 29 Next Steps To Own Your Content . 31 Page 2 Own Your Content If you don’t have an audience, then you don’t have customers . In today’s media environment, you must think in terms of managing your customer audience . Like any publisher or media mogul, you are on the leading edge from a thought leadership perspective . The solution is simple: Create content . Grow your email list and monetize your audience . Produce and promote more of the content that leads to people purchasing your products and services . Sounds simple . Nothing is simple . The problem, as marketing pioneer John Wanamaker wryly pointed out: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half .” Marketers still have trouble understanding “which half” of their budget is wasted, even as their digital media technology budgets expand . It’s your problem too . Today, you produce more and different types of content -- at least it feels like you should . Much of it is probably very good, but are you running your content strategy with data that connects the content and your team to your business goals? Small and mid-sized companies have begun to respond in earnest to demands for relevant, authentic content .
[Show full text]
OTT Streaming Video Playbook for Advanced Marketers
OTT Streaming Video Playbook for Advanced Marketers December 2019 Part of the Direct Brands Playbook Series sponsored by: Direct Brands Initiative Strategic Partners: This report was produced by IAB. The final report, findings, and recommendations were not influenced by strategic partners. OTT STREAMING VIDEO PLAYBOOK FOR ADVANCED MARKETERS As it turns out, the revolution will be televised over the internet. It’s called OTT streaming video and it is now a mainstream consumer medium. “Over-the-Top” (OTT) streaming video—which is video streamed to a TV that is connected to the internet—has shifted the traditional TV landscape, bringing the interactivity, data and targeting associated with digital media, to the television ecosystem. It has also opened a vast and expanding universe of choice in content and pricing models for consumers who can choose from a continually growing landscape of services, with professionally produced long-form, short-form and user-generated content. Brands are catching on fast. For the first time, the high-impact, brand storytelling power of the big screen television has been seamlessly integrated with the targeting, analytics and interactivity of digital media. Moreover, OTT streaming video presents an opportunity to speak to an audience that is increasingly difficult to reach through traditional media channels. We’re now seeing stats that show that non-pay TV households are projected to almost reach parity with pay TV households in the next five years1 and many of those non- pay TV households are streaming video. Given this shift in viewership, OTT streaming video represents a largely incremental audience and a way for brands to “reach the unreachables” and engage directly with their target consumers.
[Show full text]
Product Placement Effectiveness: Revisited and Renewed
Journal of Management and Marketing Research Product placement effectiveness: revisited and renewed Kaylene Williams California State University, Stanislaus Alfred Petrosky California State University, Stanislaus Edward Hernandez California State University, Stanislaus Robert Page, Jr. Southern Connecticut State University ABSTRACT Product placement is the purposeful incorporation of commercial content into non- commercial settings, that is, a product plug generated via the fusion of advertising and entertainment. While product placement is riskier than conventional advertising, it is becoming a common practice to place products and brands into mainstream media including films, broadcast and cable television programs, computer and video games, blogs, music videos/DVDs, magazines, books, comics, Broadway musicals and plays, radio, Internet, and mobile phones. To reach retreating audiences, advertisers use product placements increasingly in clever, effective ways that do not cost too much. The purpose of this paper is to examine product placement in terms of definition, use, purposes of product placement, specific media vehicles, variables that impact the effectiveness of product placement, the downside of using product placement, and the ethics of product placement. Keywords: Product placement, brand placement, branded entertainment, in-program sponsoring Product placement effectiveness, Page 1 Journal of Management and Marketing Research INTRODUCTION In its simplest form, product placement consists of an advertiser or company producing
[Show full text]
Branded Reality the Rise of Embedded Branding ('Branded Content'): Implications for the Cultural Public Sphere
GOLDSMITHS UNIVERSITY OF LONDON Branded Reality The Rise of Embedded Branding (‘Branded Content’): Implications for the Cultural Public Sphere Thesis submitted for the degree of PhD in Media and Communications By Anat Balint P a g e | 1 Acknowledgments This thesis has been an intellectual challenge, and much more than that: it was a personal journey and a phase of transformation. This was a shift from the world of investigative journalism to that of scholarly work, from writing 1000 words in one afternoon to creating a narrative of tens of thousands of words over many many months, from the hectic life of a daily reporter to the silent, somewhat isolating routine of a writer with a laptop. Moreover, it was a process of finding a voice and making my arguments heard. Hopefully, these efforts were somewhat successful, as during the work on the thesis, a time that was also devoted to various public activities as well as teaching and writing, the topic of embedded branding became, in my local arena at least, the subject of investigative reporting by other journalists, heated public debate, policy reports and a legislation proposal. I am most thankful to all those who were with me on this journey. First and foremost, I would like to thank my supervisors, Prof. Nick Couldry and Dr. Liz Moor. Prof. Couldry guided me through the early stages of the research, in its London phase, and was most helpful in setting its theoretical and methodological infrastructure. His immense knowledge, critical point of view and passion for the field are an inspiration to any young scholar.
[Show full text]
Best Branded Content Oro Bronce
BEST BRANDED CONTENT ORO ID: 40/ALIMENTACIÓN TÍTULO: ¿UNA FOTOGRAFÍA IRREPETIBLE? INSCRITO POR: FCB&FIRE SPAIN ANUNCIANTE: CHOCOLATES TRAPA AGENCIA: FCB&FIRE SPAIN MARCA: TRAPA - SIN ACEITE DE PALMA BRONCE ID: 94/ALIMENTACIÓN TÍTULO: PET TALKS INSCRITO POR: ARENA MEDIA COMMUNICATIONS ESPAÑA, S.A. ANUNCIANTE: ADVANCE DE AFFINITY PETCARE AGENCIA: ARENA MEDIA COMMUNICATIONS ESPAÑA, S.A. MARCA: ADVANCE ID: 211/ALIMENTACIÓN TÍTULO: CLÁSICOS ACTUALIZADOS INSCRITO POR: CAMPOFRIO ANUNCIANTE: CAMPOFRIO MARCA: SNACK'IN ID: 68/BEBIDAS NO ALCOHÓLICAS TÍTULO: ART-TRAP NACIA PA'REFRESCAR INSCRITO POR: CARAT ANUNCIANTE: COCA-COLA AGENCIA: CARAT MARCA: SPRITE BEST BRANDING: CORPORATE IDENTITY PLATA ID: 44/ALIMENTACIÓN TÍTULO: NORA REAL FOOD INSCRITO POR: ESPLUGA+ASSOCIATES ANUNCIANTE: NORA REAL FOOD AGENCIA: ESPLUGA+ASSOCIATES MARCA: NORA REAL FOOD ID: 106/RETAIL Y OTROS TÍTULO: NICKEL INSCRITO POR: BEON. WORLDWIDE ANUNCIANTE: THE BURGER EXPERIENCE AGENCIA: BEON. WORLDWIDE MARCA: NICKEL BURGER BRONCE ID: 107/RETAIL Y OTROS TÍTULO: CASTIZO INSCRITO POR: BEON. WORLDWIDE ANUNCIANTE: OVEJAS NEGRAS COMPANY AGENCIA: BEON. WORLDWIDE MARCA: CASTIZO BEST BRANDING: PACKAGING ORO ID: 41/ALIMENTACIÓN SECA, CAFÉS, CEREALES E INFUSIONES TÍTULO: PACK ECOLÓGICO MAESTROS DE HOJIBLANCA INSCRITO POR: DEOLEO ANUNCIANTE: DEOLEO MARCA: MAESTROS DE HOJIBLANCA ID: 223/BEBIDAS ESPIRITUOSAS TÍTULO: XATA! LICOR DE HORCHATA FARTONS POLO INSCRITO POR: AGENCIA MASLOW ANUNCIANTE: FARTONS POLO AGENCIA: AGENCIA MASLOW MARCA: FARTONS POLO ID: 51/CERVEZAS, SIDRAS Y COMBINADOS CON ALCOHOL
[Show full text]
Here’S Simply No Better Way to Put It: Our Grand Prix Winners Killed It
Introduction This year’s Digiday Content Marketing Awards honor a wide variety of brands, agencies and studios. Honorees tackled countless social channels and content formats, ranging from live streaming to documentaries to experiential activations and even graphic novels. Successful content marketing has always found itself inextricably connected to the ideals and concerns of audiences. And the stellar efforts of this year’s awardees make one thing clear: In today’s era, those ideals revolve around social consciousness, and are rooted in a desire for a brighter future. A vital trend: winners seized on urgent subjects ranging from climate change to justice and equality. The 2020 Digiday Content Marketing Awards winners envisioned what that future could be, and showed it to us. Use this guide to explore all the winners of the 2020 Content Marketing Awards. In each section you’ll find a quick rundown of the campaigns, along with insights into why they won and what we can learn from them. Put these ideas to work, and we hope to see your campaigns among the honorees in future Content Marketing Awards. Campaigns The year’s best campaigns mastered several approaches to successful content marketing. First: If you have a great product, don’t pitch it — showcase it. On a deeper level, these campaigns also shared common threads. Specific resonance with an audience — whether personal or cultural — drove engagement for these winners. Authenticity and expertise, often encountered together, proved powerful tools for the campaigns. And, if an advertiser’s audience has a great story to tell, campaigns thrive when they provide a place for UGC to tell that story.
[Show full text]
Notajoke. Branded Entertianment Oscar Style
March 2017 #NotaJoke. Branded Entertainment Oscar Style #NotaJoke. Branded Entertainment Oscar Style Eleanor Thornton-Firkin & Leah McTiernan February is a prime month for American brands looking to capitalise on two of the largest television audiences of the year – the Super Bowl and the Academy Awards. Unfortunately for the teams behind Best Picture winner Moonlight, and the incorrectly announced Best Picture winner La La Land, Price Waterhouse Coopers’ mishandling of the Best Picture Award winner envelope has overshadowed most all of the stories to emerge from the evening’s events. The controversy means you might have missed The Receipt, Wal-Mart’s Oscar-style dose of ‘branded entertainment’. 2016 marked the first year of Wal-Mart’s multiple-year sponsorship of the Academy Awards, and to kick the partnership off in Hollywood style, the retailer sought out four well-known Hollywood directors, Marc Forster (Monster’s Ball, The Kite Runner), Antoine Fuqua (Training Day), Evan Goldberg and Seth Rogen (Superbad, Neighbors) to create three one-minute branded entertainment films. The challenge to the filmmakers was simple: take a Wal-Mart receipt and integrate the six items into a compelling narrative. The platform guiding the film’s development was “Behind every receipt, there’s a great story.” Despite several impressive examples of branded entertainment, like Red Bull’s events, SC Johnson’s ‘Glade Museum of Feelings’, and even the latest installment in the Lego movie series (Lego Batman), it appears that many are still trying to determine what it offers that traditional media channels do not, and how it should be used to build a brand, especially as most non-marketing people will describe it as advertising.
[Show full text]
News Release
Nielsen Online The Nielsen Company 770 Broadway New York, NY 10003 www.nielsen-online.com News Release Media Contacts: Suzy Bausch (415) 617-0181 Michelle McGiboney (408) 941-2930 [email protected] OLYMPICS DRIVE A BANNER AUGUST FOR SPORTS WEB SITES AT WORK WITH 26 PERCENT YEAR-OVER-YEAR GROWTH, ACCORDING TO NIELSEN ONLINE Women Visitors Drive Growth, Outpacing Male Audience Growth New York, NY – October 2, 2008 – Nielsen Online, a service of The Nielsen Company, today reported a 26 percent year-over-year increase in unique visitors at work to online sports destinations, growing from 33.4 million unique visitors in August 2007 to 42.3 million unique visitors in August 2008, driven in large part by the 2008 Beijing Olympics and the kick-off of football season. The custom Web property, NBC Olympics attracted significant traffic at work during the month, reaching 20 percent of the active at work Web population, slightly more than 13.8 million unique visitors. The breadth of Olympics content that NBC provided online contributed to people not only visiting the Web site, but also staying for extended periods of time, with the average visitor spending 57 minutes and 7 seconds over the course of the month. Table 1: August 2008 Data for NBC Olympics (U.S., Work Only) Site Unique Audience (000) Active Reach (%) Time Per Person (hh:mm:ss) NBC Olympics 13,803 20.4 0:57:07 Source: Nielsen Online Custom Analysis “With broad interest in the Olympics, and the ramp up of the college and professional football seasons, August was a busy month for online sports fans.
[Show full text]