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TOP GUN BRANDED CONTENT - ESCP talk "Brands vs Publishers: the race to leverage content"

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A quick talk I did at ESCP Creativity Marketing Centre on 09/07/2015. The point was to spark a debate about branded content and who is better prepared to get it right.

Published in: Marketing

TOP GUN BRANDED CONTENT - ESCP talk "Brands vs Publishers: the race to leverage content"

  1. 1. TOP GUN BRANDED CONTENT @adrimedia After the release of Top Gun, sales of the Ray-Ban Aviator 3025 rose by 40%. However, that was just product placement; the real brand that took advantage of the movie was a very different one…
  2. 2. The US Air Force! And this is the first result you get when googling “Top Gun meaning”. We talk a lot about branded content these days, but why? Is that because people are tired of traditional ads?
  3. 3. IS MARKETING BROKEN? http://www.havasmedia.com/press/press-releases/2015/top-scoring-meaningful-brands-enjoy-a-share-of-wallet-46-per- cent-higher-than-low-performers
  4. 4. THAT’S WHAT DIGITAL IS FOR, RIGHT? https://www.linkedin.com/pulse/google-admits-56-banner-ads-human-can-see-moey-shawash
  5. 5. THAT’S STILL 44% OPEN TO OUR PRODUCTS! http://blog.pagefair.com/2014/adblocking-report/
  6. 6. YEAH BUT WE STILL HAVE MOBILE Google makes more than 90 percent of its revenue from online advertising. Given that people don’t see half of the banners they serve, are blocking away the rest and apple is kicking them out of OS devices, I’d be worried if I were them!
  7. 7. SO NOW WHAT? http://www.warc.com/Content/News/N32933_Consumers_welcome_brand_content_.content?PUB=Warc%20News&CID =N32933&ID=d2aa02d7-a763-4a85-86f8-a92333ceee36&q=content&qr=
  8. 8. BRAND CONTENT MUST BE THE ANSWER THEN
  9. 9. WHO DOES CONTENT BEST? Creative agencies? Media agencies? PR companies? Brand owners?
  10. 10. ACCORDING TO THEM: NONE
  11. 11. SO, SHOULD ADVERTISING COMPANIES DO CONTENT … OR CONTENT COMPANIES DO ADVERTISING?
  12. 12. ADVERTISING IS LIKE ARCHITECTURE Some of it is beautiful, some of it is terrible, but the reality is that for the most part it’s undistinguishable blocks of grayness that don’t stand out and nobody actually sees (or cares about)
  13. 13. (GOOD) ADVERTISING IS HARD Doing ads is difficult. This is an admittedly extreme example of an ad run by American insurance company Nationwide during the 2015 Super Bowl. https://www.youtube.com/watch?v=dKUy-tfrIHY
  14. 14. (GOOD) ADVERTISING IS HARD The results: the ad became a meme online (and the brand was mocked ad infinitum) and a few months later the marketer responsible for the campaign lost his job
  15. 15. … BUT GOOD CONTENT IS HARD TOO! Putting nipples on a batsuit killed Batman for a decade, Playboy had to kill NSFW content if they wanted to get any online traffic at all, Warners failed with the spin-off to the most successful TV sitcom ever and Madonna proved Etna from The Incredibles right when she said never wear capes.
  16. 16. WHAT BRANDS WANT Awareness Consideration Brand attribution Sales WHAT CONTENT IS ABOUT Entertainment Story Ratings Tickets The challenge with branded content is that it needs to make two very different worlds coexist.
  17. 17. WHAT IS THE FUNDAMENTAL OBJECTIVE OF ADVERTISING? TO INCREASE SALEABILITY.
  18. 18. ENTERTAINSELL POLAR OPPOSITES? A person who wants to sell you something is not necessarily someone you want to spend time with; you would not go for drinks with the guy who is trying to sell you a vacuum cleaner!
  19. 19. THE MOST LIKELY OUTCOME BRANDS SELL PUBLISHERS ENTERTAIN
  20. 20. ONE BIG DIFFERENCE AVERAGE ADVERTISING IS EASIER TO GET AWAY WITH THAN AVERAGE CONTENT Through the sheer force of sufficient media buying it is relatively easy to move the needle on metrics like brand awareness or attribution.
  21. 21. THE REASON IS THAT THEY WORK IN OPPOSITE WAYS AD CONTEN T Advertising is a push model while content is a pull model
  22. 22. IT IS EASIER TO BE INTERRUPTIVE THAN INTERESTING This is hardly news for anyone who’s been in a bar on a Saturday night
  23. 23. WHEN DOES ADVERTISING BECOME CONTENT? EARNED REACH > PAID REACH When given a certain level of media investment an ad overperforms (it reaches more people, it is shared more often, etc.) this means that consumers like it, share it with their friends. It becomes content on its own right
  24. 24. GOOD BRANDED CONTENT IS CONTENT YOU WOULD WATCH IN SPITE OF THE BRAND (This is a provocation, but I quite like it as an approximation to a definition). Your thoughts?
  25. 25. @adrimedia

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