Cristal Festival 2015 - "Branded Entertainment in Europe: state of the art - Italian Branded Entertainment Market" - Elena Grinta - Osservatorio branded entertainment

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The document summarizes survey highlights from the Italian B.E. Market from 2012-2014. It shows that 73% of respondents had at least one project in 2014, up from 58% in 2012. The total number of projects during this period was 855. It also breaks down project volumes and types by year, showing that the most common types of projects in 2014 were video for paid digital platforms (41%), video for own digital media (30%), and advertiser funded programming (30%). The average project value varied by type, with the highest being for long or short movies (€433,333) and the lowest for web video (€172,619). The estimated total market value grew significantly over this period from €99

Business

1
I T A L I A N B . E . M A R K E T
⚙
◴
2012-2014

O B E P A R T N E R S
O B E M E M B E R S

5P R O J E C T S : V O L U M E S a n d P R O V I D E R S
73%
At least 1 Project in
2014
(vs. 58% 2012)
Projects during
2014
410
N° of projects
2012-2014
855
More than 5
projects in 2014
(vs. 19% 2012)
38%
0
2
4
6
8
10
12
Broadcasters
(radio tv)
Publisher (on-
off line)
Media
Agencies
AD Agencies Digital
Platforms
(Yahoo,
Youtube,
facebook etc.)
Creative
Agencies
Production
Agencies
2012 2013 2014

6P R O J E C T S : T Y P E S
16%
30%
41%
30%
19%
14%
9%
3%
13%
Video (paid
digital
platforms)
Video (own
digital media)
Advertisers funded
programming
Native adv (on/off
line)
Publishing
(on/off line)
Games/app/ga
mification
News (own
digital
platforms)
media events short/long movie

7A V E R A G E V A L U E
Average value € 191.340.
€ 433,333
€ 286,508
€ 242,593
€ 218,182
€ 188,889
€ 175,833
€ 172,619
0 100000 200000 300000 400000 500000
LONG-SHORT MOVIE
ADV FUNDED PROGRAMMING
GAMES/GAMIFICATION
PUBLISHING
MEDIA EVENT
NATIVE ADV (On/Off line)
WEB VIDEO

8
152
308 mln
M A R K E T V A L U E 2 0 1 3 - 2 0 1 6
156
2016201520142013
120
116
87
83
52
46
236 mln
170 mln
99 mln

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Cristal Festival 2015 - "Branded Entertainment in Europe: state of the art - Italian Branded Entertainment Market" - Elena Grinta - Osservatorio branded entertainment

1. 1 I T A L I A N B . E . M A R K E T ⚙ ◴ 2012-2014

2. O B E P A R T N E R S O B E M E M B E R S

3. S U R V E Y H I G H L I G H T S

4. 5P R O J E C T S : V O L U M E S a n d P R O V I D E R S 73% At least 1 Project in 2014 (vs. 58% 2012) Projects during 2014 410 N° of projects 2012-2014 855 More than 5 projects in 2014 (vs. 19% 2012) 38% 0 2 4 6 8 10 12 Broadcasters (radio tv) Publisher (on- off line) Media Agencies AD Agencies Digital Platforms (Yahoo, Youtube, facebook etc.) Creative Agencies Production Agencies 2012 2013 2014

5. 6P R O J E C T S : T Y P E S 16% 30% 41% 30% 19% 14% 9% 3% 13% Video (paid digital platforms) Video (own digital media) Advertisers funded programming Native adv (on/off line) Publishing (on/off line) Games/app/ga mification News (own digital platforms) media events short/long movie

6. 7A V E R A G E V A L U E Average value € 191.340. € 433,333 € 286,508 € 242,593 € 218,182 € 188,889 € 175,833 € 172,619 0 100000 200000 300000 400000 500000 LONG-SHORT MOVIE ADV FUNDED PROGRAMMING GAMES/GAMIFICATION PUBLISHING MEDIA EVENT NATIVE ADV (On/Off line) WEB VIDEO

7. 8 152 308 mln M A R K E T V A L U E 2 0 1 3 - 2 0 1 6 156 2016201520142013 120 116 87 83 52 46 236 mln 170 mln 99 mln

Editor's Notes

La maggior parte delle aziende intervistate ha realizzato/distribuito video digitali, realizzati nel 41% dei casi per una diffusione su canali aziendali e il 30% per canali digitali terzi. Immediatamente successiva la (co)produzione di programmi TV (30%). Segue, distaccato, il formato native (utilizzato dal 19% delle aziende intervistate) e le pubblicazioni (15%)

Cristal Festival 2015 - "Branded Entertainment in Europe: state of the art - Italian Branded Entertainment Market" - Elena Grinta - Osservatorio branded entertainment

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Cristal Festival 2015 - "Branded Entertainment in Europe: state of the art - Italian Branded Entertainment Market" - Elena Grinta - Osservatorio branded entertainment

Editor's Notes