Branded Content

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This document is the supporting material for a lecture i gave at the Henley Business School in 2012. the document outlines the growth of the branded content economy and how brands and marketers are seeing a huge shift in the success of branded content over other marketing disciplines.

You will see some incredible statistics in this presentation which will help to support any case for the argument that branded content exceeds expectation and delivers far better results than traditional forms of media.

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Branded Content

  1. 1. Ian Irving Co-Owner and Head of Strategy
  2. 2. b r a n d e d c o n t e n t. . . just another marketing buzz term?
  3. 3. 1 /3 o f s k y fALL’ S P RODU C T I ON S C O S T S WERE C OVERED BY P RODU C T P LA C EMENT B r a n d e d c o n t e n t is a r e l at i v e ly n e w f o r m o f a dv e r t isi n g m e d i u m t h at b l u r s c o n v e n t i o n a l d is t i n c t i o n s b e t w e e n w h at c o n s t i t u t e s a dv e r t isi n g a n d w h at c o n s t i t u t e s e n t e r ta i n m e n t.
  4. 4. Wh y is b r a n d e d c o n t e n t s o i m p o r ta n t i n t o day ’ s s o ci o - e c o n o m ic c l i m at e ?
  5. 5. T r a d i t i o n a l m a r k e t i n g v e hic l e s a r e b e c o m i n g l e ss e f f e c t i v e i n c a p t u r i n g a n d e n g ag i n g t h e at t e n t i o n o f t o day ’ s p e r p e t u a l ly c o n n e c t e d c o n s u m e r s .
  6. 6. C o n s u m e r s a r e fa s t becoming media moguls i n t h e i r ow n r i g h t. T o day w e a r e a l l influential.
  7. 7. “A b r a n d is n o l o n g e r w h at w e t e l l t h e c o n s u m e r i t is – i t is w h at c o n s u m e r s t e l l e ach o t h e r i t is . ”
  8. 8. 69 % of people m u lt i sc r e e n
  9. 9. there has been A 3.3 % drop in 16 to 34 y e a r o l d TV v i e w e r s si n c e 2003 69 % of people m u lt i sc r e e n
  10. 10. there has been A 3.3 % drop in 16 to 34 y e a r o l d TV v i e w e r s si n c e 2003 ov e r 69 % of people m u lt i sc r e e n 700 yo u t u b e v i d e o s sh a r e d e v e r y minute on Twitter
  11. 11. OVER 8M there has been A 3.3 % t u n e d i n t o wat ch Bau m gartn e r jump drop in 16 to 34 y e a r o l d TV v i e w e r s si n c e 2003 ov e r 69 % of people m u lt i sc r e e n 700 yo u t u b e v i d e o s sh a r e d e v e r y minute on Twitter
  12. 12. S O C I AL MED I A S H AR I NG S O C I AL NETWORK S EMA I L I N S TANT ME S S AGE BLOG S ME S S AGE BOARD S 92% 89% 81% 85% 58% 77% 86% 67% 61% 36% 24% 26% 18% 22% 20% FR I END S FAM I LY C OLLEAGUE S
  13. 13. A m o n g c o r p o r at e marketers, brandedc o n t e n t i n i t i at i v e s a r e c o n si d e r e d more effective than other leading forms o f a dv e r t isi n g a n d marketing…
  14. 14. 69 % OF MARKETER S s ay b r an de d conte nt is m o r e e f f e c t i v e t h a n p u b l ic r e l at i o n s . . .
  15. 15. 69 % OF MARKETER S s ay b r an de d conte nt is m o r e e f f e c t i v e t h a n p u b l ic r e l at i o n s . . . 69 % s ay b r a n d e d c o n t e n t is m o r e e f f e c t i v e t h a n D I RE C T MA I L .
  16. 16. 69 % OF MARKETER S s ay b r an de d conte nt is m o r e e f f e c t i v e t h a n p u b l ic r e l at i o n s . . . 72 % s ay s ay i t ’ s m o r e effective thaN m aga z i n e a ds . 69 % s ay b r a n d e d c o n t e n t is m o r e e f f e c t i v e t h a n D I RE C T MA I L .
  17. 17. Di g i ta l b r a n d e d c o n t e n t is a s g o o d at d r i v i n g awa r e n e ss a n d c o n s u m e r va l u e a s TV sp o n s o r ship
  18. 18. Online branded c o n t e n t is 47% Di g i ta l b r a n d e d c o n t e n t is a s g o o d at d r i v i n g awa r e n e ss a n d c o n s u m e r va l u e a s TV sp o n s o r ship m o r e l i k e ly t o de live r consu m e r va l u e t h a n s o ci a l m e d i a si t e s .
  19. 19. Online branded c o n t e n t is 47% Di g i ta l b r a n d e d c o n t e n t is a s g o o d at d r i v i n g awa r e n e ss a n d c o n s u m e r va l u e a s TV sp o n s o r ship m o r e l i k e ly t o de live r consu m e r va l u e t h a n s o ci a l m e d i a si t e s . 30% o f c o r p o r at e m a r k e t e r s expect their branded conte nt bu dg ets to i n c r e a s e ag a i n i n 2014.
  20. 20. B r a n d e d c o n t e n t a n d c o n t e n t sh a r i n g c a n drive sales and increase profits C L I ENT S S H ARE EX P ER I EN C E S YOU D I S TR I BUTE C ONTENT V I S I TOR S SOCIAL MEDIA SITES YOUR CONTENT S ALE V I S I TOR S S H ARE C ONTENT CASE TE S T I MON I AL S V I S I TOR S C ONVERT LEAD BE C OME S S ALE LEAD S P ROF I T
  21. 21. H OWEVER . . . “ F o r a t r u ly e f f e c t i v e s o ci a l c a m pa i g n , a b r a n d n e e d s t o e m b r ac e t h e f i r s t p r i n cip l e s o f m a r k e t i n g , w hich i n vo lv e s brand definition and c o n sis t e n t s t o r y t e l l i n g . ”
  22. 22. W H AT MAKE S GOOD D I G I TAL C ONTENT ? P OWERFUL D I S TR I BUT I ON S O C I AL C AM PA I GN S MED I A L I NK S WEB S I TE C ONTEXT AM P L I F I C AT I ON RELEVAN C Y DE P T H ONL I NE P R ENGAGEMENT NATURAL C ONVER S AT I ON GROWT H
  23. 23. “ G o o d c o n t e n t is n ’ t a b o u t b e ing e ve ry wh e r e . It’ s about b e i n g w h e r e i t m at t e r s . ”
  24. 24. and it doesn ’t ne e d to b e b r a n d s at u r at e d . . .
  25. 25. A L L S A I N T S N E W M U S IC C I T Y
  26. 26. D I G I TAL MED I A
  27. 27. P RE S S
  28. 28. T H E L I VE EVENT
  29. 29. T H A N K YOU

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