Project
M anagement
...........................
      AN INTRODUCTION
        ...........................


     BRANDED CONTENT
        ........
CONTENTS

TEN MINUTES

Trends and Insights
Branded Content
 What it is
 What it isn’t
 Some Examples
The Bigger Picture
DO...
................................
   TRENDS AND INSIGHTS
      ................................




PREPARED BY RIGHT ANGLE...
TRENDS AND INSIGHTS

ONLINE OXYGEN

“The internet is no longer
just a source of information.
It is increasingly important
...
TRENDS AND INSIGHTS

THE FEMALE WEB

“The fact that there are now
more women then men
online heralds in a new era.
Embrace...
TRENDS AND INSIGHTS

TWINSUMING AND GRANULATION

“Consumers increasingly
connect to taste twins (their
peers) when making
...
TRENDS AND INSIGHTS

ONLINE SOURCING

“Consumers control how
they experience the web and
increasingly make decisions
from ...
...........................
BRANDED CONTENT
   ...........................
BRANDED CONTENT

WHAT IS IT?




“Simply put, branded content covers any project where the
money goes directly into the pr...
BRANDED CONTENT

WHY IS IT HAPPENING?

“Multiple channels, new
technologies, a less attentive
consumer have made
interrupt...
BRANDED CONTENT

WHAT IT ISN’T?

“Sadly the days of innocent
product placement are
over.”
BRANDED CONTENT

POTENT FORMS

Sex and the City
Winner of Brandchannel’s
‘Film Whore Award’
BRANDED CONTENT

POTENT FORMS

Kate Modern (UK)
Model Live (US)
BRANDED CONTENT

SOFT FORMS

Dazed & Confused Twitter
Views
BRANDED CONTENT

SOFT FORMS

The Ford Forums
..............................
THE BIGGER PICTURE
  ..............................
BRANDED CONTENT

WHAT IS THIS REALLY ABOUT?




“Take the exact definition of ‘branded content’ out of the
equation and wh...
.....................
DON’T AND DO
  .....................
BRANDED CONTENT

DON’T

1. DON’T fall in love with technology
BRANDED CONTENT

DON’T

1. DON’T fall in love with technology
2. DON’T imagine TV on the internet
BRANDED CONTENT

DON’T

1. DON’T fall in love with technology
2. DON’T imagine TV on the internet
3. DON’T presume all eye...
BRANDED CONTENT

DO

1. DO be honest
BRANDED CONTENT

DO

1. DO be honest
2. DO create pieces of conversational currency
BRANDED CONTENT

DO

1. DO be honest
2. DO create pieces of conversational currency
3. DO use your publishers
Project
M anagement
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Primpedwebseminar Barriebarton Brandedcontent 090614060717 Phpapp02

  1. 1. Project M anagement
  2. 2. ........................... AN INTRODUCTION ........................... BRANDED CONTENT ............................ ....................................... PREPARED BY RIGHT ANGLE ....................................... ............. MAY 2009 .............
  3. 3. CONTENTS TEN MINUTES Trends and Insights Branded Content What it is What it isn’t Some Examples The Bigger Picture DOs and DON’Ts
  4. 4. ................................ TRENDS AND INSIGHTS ................................ PREPARED BY RIGHT ANGLE ....................................... ............. MAY 2009 .............
  5. 5. TRENDS AND INSIGHTS ONLINE OXYGEN “The internet is no longer just a source of information. It is increasingly important to our view of self.”
  6. 6. TRENDS AND INSIGHTS THE FEMALE WEB “The fact that there are now more women then men online heralds in a new era. Embrace dialogue, be honest, creative and subtle.”
  7. 7. TRENDS AND INSIGHTS TWINSUMING AND GRANULATION “Consumers increasingly connect to taste twins (their peers) when making commercial decisions, rather than rely on traditional advertising.”
  8. 8. TRENDS AND INSIGHTS ONLINE SOURCING “Consumers control how they experience the web and increasingly make decisions from the screen.”
  9. 9. ........................... BRANDED CONTENT ...........................
  10. 10. BRANDED CONTENT WHAT IS IT? “Simply put, branded content covers any project where the money goes directly into the production of the content.”
  11. 11. BRANDED CONTENT WHY IS IT HAPPENING? “Multiple channels, new technologies, a less attentive consumer have made interruptive connection with consumers more and more difficult, the old collision- model of advertising is becoming increasingly anachronistic.”
  12. 12. BRANDED CONTENT WHAT IT ISN’T? “Sadly the days of innocent product placement are over.”
  13. 13. BRANDED CONTENT POTENT FORMS Sex and the City Winner of Brandchannel’s ‘Film Whore Award’
  14. 14. BRANDED CONTENT POTENT FORMS Kate Modern (UK) Model Live (US)
  15. 15. BRANDED CONTENT SOFT FORMS Dazed & Confused Twitter Views
  16. 16. BRANDED CONTENT SOFT FORMS The Ford Forums
  17. 17. .............................. THE BIGGER PICTURE ..............................
  18. 18. BRANDED CONTENT WHAT IS THIS REALLY ABOUT? “Take the exact definition of ‘branded content’ out of the equation and what we are talking about collaboration between publisher, media agency and client to produce content that is of value for the consumer.”
  19. 19. ..................... DON’T AND DO .....................
  20. 20. BRANDED CONTENT DON’T 1. DON’T fall in love with technology
  21. 21. BRANDED CONTENT DON’T 1. DON’T fall in love with technology 2. DON’T imagine TV on the internet
  22. 22. BRANDED CONTENT DON’T 1. DON’T fall in love with technology 2. DON’T imagine TV on the internet 3. DON’T presume all eyeballs and publications are created equal
  23. 23. BRANDED CONTENT DO 1. DO be honest
  24. 24. BRANDED CONTENT DO 1. DO be honest 2. DO create pieces of conversational currency
  25. 25. BRANDED CONTENT DO 1. DO be honest 2. DO create pieces of conversational currency 3. DO use your publishers
  26. 26. Project M anagement
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