Branded Entertainment Omelet


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Branded Entertainment Omelet

  2. 2. OMELET STRATEGY BRANDED ENTERTAINMENT THE AGE OF CONSUMER A.D.D. Welcome to the age of consumer A.D.D. An age where the abundance of information and choice has made our dedicated attention as fragmented as to- day’s media marketplace. With so much to choose from, we control how we spend our time with media, and much to a marketer’s dismay, this often doesn’t include watching a 30 second spot. 2
  3. 3. OMELET STRATEGY BRANDED ENTERTAINMENT ENTERTAIN TO ATTRACT Brands are now seeking alternative ways to attract consumer attention, and branded entertainment has become one such strategy. 3
  4. 4. OMELET STRATEGY BRANDED ENTERTAINMENT HIGH CPC: COST PER CLOAKING Product placement is typically synonymous with branded entertainment, where for a considerable fee, brands can be cloaked in entertainment. Did we say fee? It’s more like fees. A typical product placement budget is a two-tiered structure comprised of a service fee in the form of a retainer, and a budget to cover placement expenditure with regards to production. And what do these fees get you? Visibility? Sure. Engagement? We think NOT. 4
  5. 5. OMELET STRATEGY BRANDED ENTERTAINMENT ENGAGEMENT IS A COMMITMENT Engagement is the level of ‘I do,’ and is defined by the Merriam-Webster Dictionary as an “emotional involvement or commitment.” When consumers engage with a brand, they are investing a part of themselves in the brand. 5
  6. 6. OMELET STRATEGY BRANDED ENTERTAINMENT IF YOU MAKE IT, THEY WILL COME In fact, infusing a human element into your brand Viva Content! makes it more relevant and relatable to consumers. In doing so, you can drive people to your brand by creating something they can and want to engage with. And content delivers an audience. 6
  7. 7. OMELET STRATEGY BRANDED ENTERTAINMENT THE OLDEST ART FORM IS THE NEWEST BRAND TOOL Storytelling is entertainment that allows people to experience your brand rather than just get a quick glimpse of it. You can create a story and content that lives outside Insert Brand Story Here your core story, allowing for organic integrations and deeper, more sustainable ways to experience content. 7
  8. 8. OMELET STRATEGY BRANDED ENTERTAINMENT DISTRIBUTION AT YOUR DISPOSAL And if it’s good, your story will spread. Unlike the old entertainment model built on the economics of scarcity, the internet offers near endless distribution opportunities. So if you become great at developing and delivering entertaining, engaging short-form content, there’s no end to the relationships that your brand can build. 8
  9. 9. OMELET STRATEGY BRANDED ENTERTAINMENT MONEY IN YOUR POCKET This means that marketing can now become a revenue source rather than just an expenditure for brands. 9
  10. 10. OMELET STRATEGY BRANDED ENTERTAINMENT MORE THAN AN IMPRESSION And this revenue can become a steady stream, rather than a ‘one-hit-wonder.’ How, you ask? With sustainable engagement comes sustainable buzz. 10
  11. 11. OMELET STRATEGY BRANDED ENTERTAINMENT A NEW EQUATION Think about your success this way: Return on engagement is greater than return Today’s Lesson on insertion. We need to stop throwing brand money at films’ ROE > ROI business problems through product placement and reach consumers with marketing formats that incorporate the film experience on multi-platforms. We need to give meaning to brands rather than just visibility. 11
  12. 12. OMELET STRATEGY BRANDED ENTERTAINMENT WHAT MAKES INVESTING IN OMELET UNIQUE? Omelet works with brands and content creators to pitch new media formats that can extend content to create ancillary revenue options or sponsorship opportunities that can better position ideas for greater revenue opportunities. To discuss how we can help your brand, please contact our Director of Strategy, Ryan Stoner at: Email: Website: Phone: 213.427.6400 12