BRANDS AS MEDIA
How Owned Media is redefining the
relationship between brands & media
My Company:
• 2010: Inc. 500 Fastest Growing Company
• 2009: Ad Age Top Ten Agency A-List
• 2008: Ad Age Small Agency of t...
ADVERTISER
MEDIA
MONEY
AUDIENCE
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
Some rights reserved by Vlastula
http://www.flickr.com/photos/vlastula/450642954/
On June 30th, 1952, Procter & Gamble int...
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 ©
...
A new channel for P&G to
reach the 2MM+ “At Home”
Fathers in the United States
All rights reserved by redactie ikvader.nl
...
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: - Ex...
#2 – Brands Go It Alone
Examples: General Mills & Tablespoon.com
Pro’s: - Total control over brand experience
- Potential ...
#3 – Agency Partner
Examples: P&G and Barefoot Proximity for Man of the
House / Home Made Simple
Pro’s: - Proficiency in b...
#4 – New Media Creators
Examples: American Express OPEN Forum with
Federated Media
Pro’s: - Technology at their core
- Fle...
“There is a death going on out there.
The world is changing and now it’s
changing rapidly. New Media has
been talked about...
Brands As Media - AdAge Media Evolved 2010
Brands As Media - AdAge Media Evolved 2010
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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

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Brands As Media - AdAge Media Evolved 2010

  1. 1. BRANDS AS MEDIA How Owned Media is redefining the relationship between brands & media
  2. 2. 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 Dave Knox, Chief Marketing Officer @daveknox
  3. 3. ADVERTISER MEDIA
  4. 4. MONEY AUDIENCE
  5. 5. not good for media companies that is
  6. 6. Some rights reserved by Vlastula http://www.flickr.com/photos/vlastula/450642954/
  7. 7. this isn’t new brands have been in the content business for over 50 years
  8. 8. Some rights reserved by Vlastula http://www.flickr.com/photos/vlastula/450642954/ 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.
  9. 9. digital changes things In a digital world, brands can control the content and the distribution
  10. 10. 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/
  11. 11. 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/
  12. 12. new models emerge brands are leveraging four models for owned media
  13. 13. #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
  14. 14. #2 – Brands Go It Alone 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
  15. 15. #3 – Agency Partner 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
  16. 16. #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
  17. 17. “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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