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Branded Content: A survival strategy for the coming 'Adblocalypse'

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Presentation at the WAN | IFRA (World Association of Newspapers and News Publishers) Middle East Conference in Dubai: More video content is being watched than ever before, so will native advertising and editorial-based content marketing be enough for publishers to compete for consumers attention in an increasingly on demand world. Justin will present inspiring examples from the exciting space where advertising and entertainment collide and beyond, as well as insights from global experts to help you deliver more engaging content strategies for brands and their consumers.

Published in: Marketing

Branded Content: A survival strategy for the coming 'Adblocalypse'

  1. 1. BRANDED CONTENT A SURVIVAL STRATEGY FOR THE COMING 'ADBLOCALYPSE’ @juzzie'
  2. 2. So what is Branded Content? BRANDED ENTERTAINMENT NATIVE ADVERTISING BRANDED CONTENT CONTENT MARKETING BRANDED PUBLISHING It’s complicated!
  3. 3. RYAN%SKINNER% Senior'Analyst' FORRESTER' Don’t confuse Media-Led And Customer-led Content Marketing #' MEDIA,LED% ATL,like%supports%Brand% Adver>sing%Goals%' % CUSTOMER,LED% BTL,like%Supports%Direct% Response%Goals%' %
  4. 4. ANDREW%DAVIS% Marke9ng'Author' BRANDSCAPING' The Content Marketing Quadrants? #'
  5. 5. It’s'a'hard'category'to'define,'and' one'that'is'inherently'messy'and' foggy'with'no'clear'horizons'because' it’s'horizontal.'' “% DAVID%LUBARS% Chief'Crea9ve'Officer' BBDO'Worldwide' Defining the territory is like trying to nail jelly to a table #' %%%%%%%%%%%%%%%%%%%%%%%%%%%Content%now%just% what%marke>ng%is%and%does!' '
  6. 6. Every'B2B'marke9ng'agency'is'cramming' the'word'content'into'everything'they'do.' Copywri9ng'agencies'are'now'content' farms.'Video'produc9on'Companies'are' now'“rich'content'creators.”'Contract' publishers'are'rebranding'themselves' as'content'marke9ng'experts.'' ' “% DOUG%KESSLER% CoVfounder' VELOCITY'PARTNERS' #' But as more content gets created than ever, there’s a real problem %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%We’re%all% about%to%be%deluged%in%crap!' '
  7. 7. Crème rises to the top
  8. 8. In'adver9sing,'people'are'thrilled'if'an'ad' goes'viral'or'even'gets'watched.' TIM%PIPER% Writer/Director' PIPER' Competing against content that people seek out and even pay for “% #' '''''''''''''''''''''''''''''''''''''''''''''''''''''''''''Then%there’s% a%few%thousand%people%in%LA%who%create% work%that%people%pay%to%go%and%see.
  9. 9. SIMON%SINEK% Author' START'WITH'WHY' The rise of Social Purpose: winning hearts not just price comparing minds The'goal'in'business'isn’t'to'sell'to' people'who'need'what'you'have,'it'is' to'do'business'with'people'who' believe'what'you'believe." “% #'
  10. 10. Brands'need'to'understand'that' connec9ng'with'people'is'a'social'exercise' that'is'conducted'through'the'messy,' murky'construct'called'culture:'the'stuff' we'consume,'talk'about,'watch,'and' interact'with.' “% CHRIS%McCARTHY% Head'of'Crea9ve'Strategy' GOOGLE'ZOO' That’s all about Brand Culture and becoming a more culturally connected brand #'
  11. 11. MUNA%ABUDAYYEH' Head'of'Branded'Content' ZENITHOPTIMEDIA' The rise of more locally produced content versus globally adapted Today’s'Arabic'skep9c'will'embrace'relevant' and'honest'brands,'ones'that'appear'to' understand'them,'speaks'their'language'and' even'their'accent'in'some'cases.'' “% #'
  12. 12. GUIDO%MERCATI' CIO'' FILMMASTER'MEA'' Big culture moment campaigns could be a trap for many CMOs Branded'Content'is'in'fact'and'mostly'about' 365,'responsive,'omnichannel'plaaorms'to' serve'beber'your'everVdemanding'audience.'If' you'don’t'answer'a'need'and'you'don’t'keep' on'following'up,'someone'else'will'do'it'for'you' or'will'find'the'first'opportunity'to'sneak'in,' wherever'you’ll'leave'some'room.'' “% #'
  13. 13. More 360 and continuous content creation strategy? y consumers, their particular brand. long and the short of it’.
  14. 14. As'more'and'more'branded'videos'land'in'our' 9melines'on'social'media,'brands'must'differen9ate' their'content'from'the'masses.'' NISRINE%GHAZAL% General'Manager'' FUSE'MENA' Add value to people’s lives if want them to share that value “% #' '''''''''''''''''''''''''''''''''''''''''''''''''''''''''Providing%ac>onable% takeaways%–%such'as'9ps,'hacks,'recipes'or'howVto' videos%–%will%increase%the%sharer’s%social%currency% and%other’s%dependency%on%them.''
  15. 15. I'hope'that'brands'will'move'away'from'their' realV9me'marke9ng'obsession'and'create' something'more'substan9ve'and'las9ng.'The' Volvo'Trucks/Jean'Claude'Van'Damme'video'is' mesmerising'and'the'Lowe’s'Fix'in'Six'Vines'are' legi9mately'helpful."JOHN%McDERMOTT% Staff'Writer' DIGIDAY' Creating something more affordably additive? “% #' ''''''''''''''''''''''''''''''''''''Seems%a%lot%more%addi>ve% than%twee>ng%nonsense%during%the%Super%Bowl."
  16. 16. ANN%HANDLEY' Author'and'CEO' MARKETINGPROFS' Find a mechanism to allow you to collect customer stories at scale Airbnb'is'killing'it'in'branded'content.'For' example,'they'recently'launched'a'plaaorm' where'people'can'submit'their'own'stories'at' Create%AirBnB.' “% #'
  17. 17. SCOTT%DONATON%' Chief'Content'Officer' DIGITASLBI' Story-led marketing changes everything about going to market Brands'are'going'to'have'to'change'their' processes,'the'skillsets'of'the'people'they' hire,'the'9meframes'they'work'on,'the'way' they'allocate'and'think'about'budgets,'and' their'defini9on'of'crea9vity’.'' “% #'
  18. 18. Build an inspiration library LEAH%BULEY' Principal'Analyst'' FORRESTER'RESEARCH' #'
  19. 19. MITTU%SIDHARA' CIO/CTO'' TUI'TTRAVEL'PLC' Look at your comparators for inspiration not just competitors “% #' Your best experience is your best experience and it doesn’t matter whether that’s in travel or if it happened in a shop, or it happened on a web site. We’re continually scanning the market for what good looks like.
  20. 20. Thank You @juzzie .NET

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