Brands As Media - AdAge Media Evolved 2010

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

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Brands As Media - AdAge Media Evolved 2010

by Dave Knox on Nov 27, 2010

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Brands As Media - AdAge Media Evolved 2010 — Presentation Transcript