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Infografía de Branded Content de IAB Spain

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Infografía de Branded Content de IAB Spain realizado por la Comisión de Branded Content y patrocinado por la empresa asociada Outbrain.

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Infografía de Branded Content de IAB Spain

  1. 1. AGENCIAS CREATIVAS, BRANDED CONTENT, BRANDING, COMPRA DE MEDIOS, CREATIVIDAD, DIGITAL SIGNAGE, ECOMMERCE, LOBBY Y REGULACIÓN, MEDICIÓN DE AUDIENCIAS, MEDIOS DE COMUNICACIÓN, MEDIOS SOCIALES, MOBILE, PERFORMANCE, RADIO ONLINE, RTB, TV CONECTADA, VIDEO ONLINE BRANDED CONTENT QUÉ ES Es un contenido relevante, entretenido o interesante, de aspecto no publicitario, generado por una marca para crear audiencia y conectar con ella. El contenido comunica de forma implícita los valores asociados a la marca, aunque ésta pasa a segundo plano. FORMATOS DIFUSIÓN MÉTRICAS ECOSISTEMA INVERSIÓN BENEFICIOS MIEMBROS COMISIÓN BRANDED CONTENT · 20 Minutos · Adconion · Antevenio · Be On · Clear Channel · Cultura Inquieta · Crazy4media · Cyberclick · Elogia · FCB · Fullsix · Gestazión · Hello Media · Ketchum · Lealtad Móvil · My Observer · NativeAd · Netbooster · Net IP · Orbital Proximity · Outbrain · PRISA Digital · Publiespaña · Publimedia · Roca Salvatella · Selligent · Social Noise · Spotify · Tanta Comunicación · TAPTAP · Territorio Creativo · TradeDoubler · Tuenti BRANDED CONTENT NO se considera BRANDED CONTENT Patrocinios Publicity: información divulgada por una empresa con el fin de crear un clima favorable hacia la misma, siendo difundida total o parcialmente por un medio de comunicación Advertorial/Publirreportaje: pieza que promueve los mensajes de una organización desde un punto de vista editorial, en el que se pretende dar la apariencia de primar la noticia por encima de cualquier otro interés, ya sea comercial, corporativo o político. Product Placement: emplazamiento de producto en un contenido. No es un canal para distribuir notas de prensa No es la aparición de la marca dentro de una noticia en un medio No es que la marca pueda pagar por publicar un contenido publicitario en un medio con aspecto de noticia Didáctico EntretenimientoInformativo TIPOS Texto MARCA VALORES COMUNICACIÓN AGENCIA CREATIVA AGENCIA COMUNICACIÓN Estrategia Branded Content STORYTELLERS Guión transmedia PROVEEDORES DE CONTENIDO Contenido SOPORTES Plan de difusión BRANDED CONTENT CONSUMIDORES AGENCIA DE MEDIOS Estrategia difusión y medición Gráfico Video Apps Juegos Branding construcción y transmisión de imagen y valores de marca Engagement Rentabilizar el nuevo producto fruto de la estrategia de branded content Aumento de las ventas a medio-largo plazo Medios propios web, blogs, redes sociales, etc. Medios ganados cobertura mediática a nuestro contenido sin contraprestación. Medios pagados pago de la marca al medio para la difusión de Branded content KPIs en Branding recuerdo de marca, mención espontánea, etc. KPIs en Engagement audiencias, leads, consultas, engagement, analítica web, ventas, etc en producción en promoción en distribución Engagement consigue mayor atención e implicación de la audiencia. Incrementa recuerdo de marca Viralidad amplía la difusión en medios ganados Capta usuarios potenciales Amplía posibilidades creativas y de comunicación de la marca Informar y formar a los consumidores Crear fidelización y lealtad hacia la marca PATROCINADO POR: · Videology · Vivaki · Weblogs · Yahoo! · YuMe · Zoomin

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