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Branded content


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explanation of different forms of branded content including examples from Sanoma magazines in several countries

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Branded content

  1. 1. Branded content in magazines ARC
  2. 2. Non Ad Advertising <ul><li>Mix of editorial content and commercial message </li></ul><ul><li>Either: </li></ul><ul><li>Paid for directly by an advertiser </li></ul><ul><li>Not paid for directly (fi. theme pages) </li></ul>
  3. 3. Non Ad Advertising Advertorial Commercial content in look & feel of title (product info, pack shot, logo) Editorial integration Commercial content integrated in editorial pages (f.e. product placement) Shopping page Multiple products in standard commercial format Reader’s incentives Subscription, special promotions Theme pages Multiple products in editorial pages
  4. 4. Advertorials
  5. 5. <ul><li>What is an advertorial? </li></ul><ul><li>Pro’s and cons </li></ul><ul><li>When are advertorials most useful? </li></ul><ul><li>Do’s and don’ts </li></ul><ul><li>Effectiveness of advertorials </li></ul><ul><li>Best Practices </li></ul>Example of advertorial in Dutch cooking magazine
  6. 6. What is an advertorial? <ul><li>ad·ver·to·ri·al </li></ul><ul><li>advertisement deliberately styled to look like the editorial (non-advertisement) matter of a newspaper or magazine in which it appears </li></ul><ul><li>ad with an editorial look & feel and a commercial message. </li></ul><ul><li>advertiser is always visible, f.e. with a logo or pack shot. </li></ul><ul><li>advertorial always has same look & feel as the magazine, i.e. is made specifically for (or adapted to) the title </li></ul>Source: Business Effectiveness of Advertorials – Ingrid van der Werf
  7. 7. What is an advertorial? Example of Dreft Color Wash advertorial in women’s weekly
  8. 8. When are advertorials most useful? <ul><li>Main objectives for advertorials: </li></ul><ul><li>Creating credibility </li></ul><ul><li>Giving more detailed product information </li></ul><ul><li>Engaging readers </li></ul>Source: Effectiveness of Advertorials – Ingrid van der Werf
  9. 9. When to use an advertorial? <ul><li>Multiple product messages </li></ul><ul><li>Complicated product messages </li></ul><ul><li>Detailed information on product range or portfolio </li></ul><ul><li>Demonstration </li></ul><ul><li>When credibility is important (f.i. testimonials) </li></ul><ul><li>To extend the media life of a mature product </li></ul><ul><li>Segmentation: specific tone of voice and/or specific info for different target groups </li></ul>Source: Advertorial Impact Study, Sanoma Uitgevers
  10. 10. Pro’s and cons <ul><li>Pro’s </li></ul><ul><li>Perceived as a personal recommendation from the magazine </li></ul><ul><li>Higher credibility </li></ul><ul><li>Not perceived as an ad </li></ul><ul><li>Readers take more time looking at it </li></ul><ul><li>Complementary to ‘regular ads’ </li></ul><ul><li>Con’s </li></ul><ul><li>1 shot = 1 insertion </li></ul><ul><li>Needs to be redesigned to fit another magazine </li></ul><ul><li>There are restrictions (f.i. label to id it as an ad) </li></ul><ul><li>Extra production costs (per insert) </li></ul><ul><li>Requires reading (bigger effort), possibly less brand recognition (more subtle branding) </li></ul>More & more part of integrated packages (classic ads, creative formats, advertorials & editorial integrations) Source: Advertorials, why and how? – Sanoma Uitgevers Thesis ‘Advertorials’ – Saskia Smets Effectiveness of Advertorials – Ingrid van der Werf
  11. 11. Do’s & don’ts <ul><li>No hard selling techniques </li></ul><ul><li>Supplement the editorial content of the magazine </li></ul><ul><li>Balance between text & images ( higher impact) </li></ul><ul><li>Be attractive (= acceptance and likeability) </li></ul><ul><li>Be subtle about the brand </li></ul><ul><li>Fit the editorial & commercial objective </li></ul>Source: Advertorials, why and how? – Sanoma Uitgevers
  12. 12. Effectiveness of advertorials <ul><li>Stop/Watch – Belgium </li></ul><ul><li>Advertorials are more informative </li></ul><ul><li>And better suited to the magazine </li></ul><ul><li>Better integrated (adapted to editorial content)  higher impact </li></ul><ul><li>Note: Effective score of advertorials in StopWatch is lower than average of all ads. Reason is that advertorials can be placed only one time: no repetition, no ad stock. </li></ul>Source: Stop/Watch
  13. 13. Effectiveness of advertorials <ul><li>Advertorial impact study (ARO) as part of ad impact study (RRO) </li></ul>Scores: 1 = definitely don’t agree, 5 = definitely agree Database: ARO’s = 53, RRO’s = 1657 in 2006 Source: Effectiveness of Advertorials – Ingrid van der Werf 2,8 2,8 It arouses me 2,8 2,8 I will definitely buy it 2,7 3,0 Gives me new ideas Motivation 3,3 3,6 Provides reliable info 2,8 2,9 Contains new information Information RRO (all ads) ARO (all advertorials)
  14. 14. Power of Magazines & publi’s Large reach Segmentation Intimicy Engaging Impact Move people Future +++ More general Pushing Softer Awareness Future -- Classic ad Publi’s Editorial Integration Creative formulas
  15. 15. Quality of contact Creditibility Ad perception Informative Engaging Emotional Identification Brand linked Informative - - Pushing Neutral Distant Ad linked Classic ad Publi’s Editorial Integration Halo effect DNA match
  16. 16. Quality of contact Reach Impact Classic ad Publi’s Editorial Integration
  17. 20. Diadermine <ul><li>Advertorial for facial cream of Diadermine in bi-weekly esta (the Netherlands) </li></ul><ul><li>Results from effectiveness study </li></ul><ul><li>Unaided brand awareness almost doubled (increase: from 9% to 17%) </li></ul><ul><li>Aided brand awareness increased from 68% to 76%, no other brand shows significant growth </li></ul><ul><li>(Future) use of Diadermine hasn’t increased </li></ul>Advertorial ‘Diadermine’ in bi-weekly esta
  18. 21. Danone Actimel <ul><li>Campaign with ad and advertorial: </li></ul><ul><li>‘ is your resistance ready for autumn’ </li></ul><ul><li>Results from effectiveness study </li></ul>28% 25% Maybe buy it 6% 6% Made me buy it 15% 28% More positive about brand 85% 81% Recognized brand 66% 68% I’ve seen it Ad Advertorial
  19. 22. Advertorial campaigns
  20. 23. One shot or not? <ul><li>An advertorial cannot be inserted twice </li></ul><ul><li>But it is possible to create an advertorial campaign: </li></ul><ul><li>One product in many magazines </li></ul><ul><li>OR </li></ul><ul><li>Many products in one magazine </li></ul>
  21. 25. T-Mobile – Sanoma Uitgevers <ul><li>10 different advertorials in 10 women’s titles </li></ul><ul><li>Each advertorial featured a different woman from the target group </li></ul><ul><li>All advertorials had to follow general guidelines to create unity </li></ul><ul><ul><li>Bring out the feeling of the magazine in the advertorial </li></ul></ul><ul><ul><li>Atmospheric </li></ul></ul><ul><ul><li>Full page </li></ul></ul><ul><ul><li>Communicate the advantage of the mobile offer </li></ul></ul><ul><ul><li>Connects with the editorial feel of the magazine </li></ul></ul><ul><ul><li>Explanation of the ‘MyFaves’ mobile offer </li></ul></ul>
  22. 26. T-Mobile – Sanoma Uitgevers Woman calls closest friends in Libelle (all women, 35-55yr) Psychological test in MIND magazine: Who listens to you? Who do call and why? Street question in Viva (20-35yr) Click here for full case report
  23. 27. Sony Ericsson – Sanoma Uitgevers <ul><li>6 different advertorials in women’s titles </li></ul><ul><li>Inspired by T-Mobile advertorials </li></ul><ul><li>General guidelines </li></ul><ul><ul><li>Style and technology are central themes </li></ul></ul><ul><ul><li>Testimonial of a woman from target group </li></ul></ul><ul><ul><li>Technical features of the C902 Cybershot </li></ul></ul>Click here for full case report
  24. 28. Sony Ericsson – Sanoma Uitgevers Cosmopolitan Must have phone for Kim (26) Demonstrates one phone feature: sends picture of a dress she is trying on to ask opinion from her friends Marie Claire The C902 is so easy to use and has so many features that Carina’s friends are instantly jealous Click here for full case report
  25. 29. Maggi Femme d’Aujourd’hui Story Flair Evita
  26. 30. Bodysol - Libelle
  27. 31. e-advertorial
  28. 32. What is an e-advertorial? <ul><li>An e-advertorial is a digital advertorial </li></ul><ul><li>Example e-advertorial on women’s weekly site </li></ul><ul><li>Recipe for an Easter meal, using products from Conimex </li></ul>
  29. 33. Editorial integration
  30. 34. What is an editorial integration? <ul><li>Editorial where a product or brand is present in some way (name or visual of the product) </li></ul><ul><li>Content of the editorial is determined by the editors </li></ul><ul><li>Advertiser pays for exposure*, not for production of editorial </li></ul>*contrary to the use of products selected by the editorial team, which is never directly paid for by the advertiser
  31. 35. Bodysol – shower and skin care products Activation: tell us about your personal wellness time!
  32. 36. Bodysol – gatefold Libelle Activation: Win a personal care package by Bodysol and Libelle
  33. 37. Andrelon with Libelle Editorial about the results of the Andrelon Make Overs during the Libelle Summer Week
  34. 38. Delicious – Old Amsterdam, Boursin
  35. 39. Delicious – Magnum and Lassie
  36. 40. Knorr – Sanoma Magazines Belgium <ul><li>Background </li></ul><ul><li>Knorr, a packaged food brand (soups, salad dressings etc.) from Unilever is introducing a new product: </li></ul><ul><ul><li>Stock (soup base) in one-serving package </li></ul></ul><ul><li>Two waves </li></ul><ul><ul><li>1: Four recipes of Knorr in the magazines </li></ul></ul><ul><ul><li>2: Introduction of the new product, incl. three new recipes </li></ul></ul>
  37. 41. Knorr – Sanoma Magazine Belgium <ul><li>Wave 1 – Spring 2008 </li></ul><ul><li>Four recipes in women’s weeklies Libelle & Femmes </li></ul><ul><li>Wave 2 – Autumn 2008 </li></ul><ul><li>Introduction of new product </li></ul>
  38. 42. Knorr – Sanoma Magazines Belgium <ul><li>First wave tested in impact study for editorial pages </li></ul><ul><li>Results for Libelle </li></ul><ul><li>85% read the article </li></ul><ul><li>(average reading score: 66,8%) </li></ul><ul><li>88% thought of it as an article </li></ul><ul><li>36% of readers saw the name ‘Knorr’ </li></ul>Click here for full case report
  39. 43. Product placement
  40. 44. What is a product placement? <ul><li>A form of editorial integration </li></ul><ul><li>The product features one way or another in an editorial, f.i. in photo shoot </li></ul>
  41. 45. C & A
  42. 46. Home deco <ul><li>VTwonen favorite: </li></ul><ul><ul><li>Philips Wake Up light </li></ul></ul>
  43. 47. Heineken & Cosmopolitan
  44. 49. Integrated packages
  45. 50. ROC – Sanoma Magazines Belgium <ul><li>Non-Sanoma: </li></ul><ul><li>tv & outdoor - presenting product novelties: </li></ul><ul><ul><ul><li>Retin-Ox (35 Yrs) </li></ul></ul></ul><ul><ul><ul><li>Complete Lift (50+) </li></ul></ul></ul><ul><ul><ul><li>Multi Perfexion (60+) </li></ul></ul></ul><ul><li>Sanoma: </li></ul><ul><li>print and online – communicate product differences and product use: </li></ul><ul><li>‘ Be there’ - editorial integration </li></ul><ul><li>‘ Make it happen’ - promotion Product+ </li></ul><ul><li>‘ Share the experience’ - testimonials, round table </li></ul>
  46. 51. Advertorials
  47. 52. Product placement on editorial beauty shopping pages
  48. 53. Editorial integration
  49. 54. Round table – readers discuss products
  50. 55. Free make-up bag: announcement and cover
  51. 56. Tefal – Sanoma Uitgevers <ul><li>Background </li></ul><ul><li>Tefal wants to claim mental leadership in cooking ware in 2008 – 2009 </li></ul><ul><li>Big idea </li></ul><ul><li>‘ Cooking in the Country’ (NL: Pan in het Land) </li></ul><ul><li>Touring with one pan through Holland </li></ul><ul><li>Experiencing different kitchens, dishes, cultures and recipes </li></ul><ul><li>Both advertorials and online integrations in womens magazines and websites </li></ul>
  52. 57. Tefal – Sanoma Uitgevers <ul><li>Magazines </li></ul>¼ ad followed by an advertorial with recipe and background story of the cook in womens weekly Flair Click here for full case report
  53. 58. Tefal – Sanoma Uitgevers <ul><li>Online </li></ul>Content integration in special cooking segment on the website  Teasers on website
  54. 59. More examples? Look in the Best Practices Library Select Advertorials or Magazine Other in ‘Channels Used’