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Branded Entertainment in 2013
 

Branded Entertainment in 2013

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Video version of this: http://allegoriedesign.com/?p=355 ...

Video version of this: http://allegoriedesign.com/?p=355

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We can see great, early examples of branded entertainment from progressive brands including BMW, Old Spice, Red Bull, and Dos Equis. Now that each individual receives over 15,000 advertising messages in a single day, companies need to think of new ways to stand out from all of that clutter. Interrupting what consumers want to watch the way that a traditional TV commercial does is an old methodology that is becoming less and less effective. It is also creating a less ideal user experience.

Effectively embedding your brands' message into what consumers want to see is a much more effective way to break through the clutter. This trend will become much more mainstream as it is often much more effective.

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    Branded Entertainment in 2013 Branded Entertainment in 2013 Presentation Transcript

    • TREND 1 OF 7: BRANDED ENTERTAINMENT OVERTAKES TRADITIONAL DISRUPTIVE ADVERTISINGSaturday, December 1, 2012
    • Consumers print C TV B B B radio C C @MrobertsOnlineSaturday, December 1, 2012
    • 15,000+ commercial messages per day Brands email Consumers mobile B B print B C TV B B B radio C C display B B B reviews B B social B blogs @MrobertsOnlineSaturday, December 1, 2012
    • We have to fight for their attention. Even more so, we have to fight for their trust. Donʼt be the kid who screams in class. Entertain instead of disrupt. @MrobertsOnlineSaturday, December 1, 2012
    • When you entertain, consumers actually seek out your advertisement. Especially good for branding. @MrobertsOnlineSaturday, December 1, 2012
    • @MrobertsOnlineSaturday, December 1, 2012
    • @MrobertsOnlineSaturday, December 1, 2012
    • Banana Republic and Mad Men @MrobertsOnlineSaturday, December 1, 2012
    • Red Bull @MrobertsOnlineSaturday, December 1, 2012
    • Brightcove places targeted ads “around” video. @MrobertsOnlineSaturday, December 1, 2012
    • Brightcove places targeted ads “around” video. @MrobertsOnlineSaturday, December 1, 2012
    • Brightcove places targeted ads “around” video. Green screen product placement = more relevance = more revenue. @MrobertsOnlineSaturday, December 1, 2012
    • Next, Amazonʼs advanced behavioral targeting technology will be used to target via the green screen. The movie will change depending on who is watching it. Costs < Return. Terminator 2 + Harley Davidson. YouTube videos can become a part of popular culture. Create new revenue streams. Sell the content. @MrobertsOnlineSaturday, December 1, 2012
    • Start on YouTube. Falling production costs + free distribution. @MrobertsOnlineSaturday, December 1, 2012
    • Start on YouTube. Falling production costs + free distribution. Reduce risk through strategic partnerships. Banana Strategic Mad Men Republic Partnership @MrobertsOnlineSaturday, December 1, 2012
    • Some inspiration, ideas and research from: Jeremiah Owyang ComScore Thomas Baekdal Altimiter Group McKinsey Richard Bartel Gabe Zicherman Roger McNamee @MrobertsOnlineSaturday, December 1, 2012
    • Saturday, December 1, 2012
    • Questions? Mike Roberts 562.481.1117 Roberts.SanDiego@gmail.com Blog: www.AllegorieDesign.com @MrobertsOnline www.linkedin.com/in/mrobertsonline/Saturday, December 1, 2012