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Brands As Media - AdAge Media Evolved 2010

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This presentation was given on November 30, 2010 at the AdAge 2010 Media Evolved conference in NYC. It focuses on how brands are embracing owned media to better connect with consumers

This presentation was given on November 30, 2010 at the AdAge 2010 Media Evolved conference in NYC. It focuses on how brands are embracing owned media to better connect with consumers

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    Brands As Media - AdAge Media Evolved 2010 Brands As Media - AdAge Media Evolved 2010 Presentation Transcript

    • BRANDS AS MEDIA
      How Owned Media is redefining the relationship between brands & media
    • Dave Knox, Chief Marketing Officer
      @daveknox
      My Company:
      2010: Inc. 500 Fastest Growing Company
      2009: Ad Age Top Ten Agency A-List
      2008: Ad Age Small Agency of the Year
      My Background:
      Career: 7 years at P&G as a Brand Manager in Digital & Branded Entertainment
      Recognition: Named to 2010 iMedia25 Internet Marketing Innovators
      Activities: Co-founder of The Brandery & Board Member at VCU Brandcenter
    • MEDIA
      ADVERTISER
    • AUDIENCE
      MONEY
    • not good
      for media companies that is
    • Some rights reserved by Vlastula
      http://www.flickr.com/photos/vlastula/450642954/
    • this isn’t new
      brands have been in the content
      business for over 50 years
    • On June 30th, 1952, Procter & Gamble introduced Guiding Light on the CBS network. The soap opera had aired on radio since 1937. Guiding Light is the longest running serial program in television history.
      The first Hallmark Hall of Fame presentation (December 24, 1951) was the world premiere of Gian Carlo Menotti's opera, Amahl and the Night Visitors.
      Some rights reserved by Vlastula
      http://www.flickr.com/photos/vlastula/450642954/
    • digital changes things
      In a digital world, brands can control
      the content and the distribution
    • Reaches over 78 percent of new & expectant moms online in the United States
      Photo - All rights reserved by Anthony Cain ©
      http://www.flickr.com/photos/acain/2698664007/
    • A new channel for P&G to reach the 2MM+ “At Home” Fathers in the United States
      All rights reserved by redactie ikvader.nl
      http://www.flickr.com/photos/39258569@N00/511923570/
    • new models emerge
      brands are leveraging four
      models for owned media
    • #1 - Publisher Collaboration
      Examples: Meredith & Kraft Foods, P&G Productions & NBC Universal for Petside.com
      Pro’s: - Expertise in content creation
      - Existing ad relationships / sales staff
      - Ability to drive audience
      Con’s: - Tension in sharing equity / ownership
      - Potential conflict of interest with media
      - Expertise in publishing, not technology
    • Examples: General Mills & Tablespoon.com
      Pro’s: - Total control over brand experience
      - Potential new revenue stream
      Con’s: - Expensive when cost isn’t shared
      - Lack of career path for internal employees
      - Content could be viewed as biased
      - Not built for speed / rapid prototyping
      #2 – Brands Go It Alone
    • Examples: P&G and Barefoot Proximity for Man of the House / Home Made Simple
      Pro’s: - Proficiency in building brand experiences
      - Ability to experiment with business models
      - Lots of flexibility with staffing
      Con’s: - Many existing agencies lack experience
      - Requires new business model / structure
      - Incremental funding to drive audience
      #3 – Agency Partner
    • #4 – New Media Creators
      Examples: American Express OPEN Forum with Federated Media
      Pro’s: - Technology at their core
      - Flexibility in staffing
      Con’s: - Difficult to choose the right partner
      - Business models still being defined
      - Incremental funding to drive audience
    • “There is a death going on out there. The world is changing and now it’s changing rapidly. New Media has been talked about for years but now not only is it here, it is here in a lightning speed.”
      - Michael Eisner
      Thank you. You can reach me at:
      dave.knox@rockfishinteractive.com