Branded Entertainment in 2013

•

5 likes•2,426 views

Video version of this: http://allegoriedesign.com/?p=355 Detailed Description: We can see great, early examples of branded entertainment from progressive brands including BMW, Old Spice, Red Bull, and Dos Equis. Now that each individual receives over 15,000 advertising messages in a single day, companies need to think of new ways to stand out from all of that clutter. Interrupting what consumers want to watch the way that a traditional TV commercial does is an old methodology that is becoming less and less effective. It is also creating a less ideal user experience. Effectively embedding your brands' message into what consumers want to see is a much more effective way to break through the clutter. This trend will become much more mainstream as it is often much more effective.

Business

TREND 1 OF 7:
BRANDED ENTERTAINMENT
OVERTAKES TRADITIONAL
DISRUPTIVE ADVERTISING
Saturday, December 1, 2012

Consumers

print
C
TV
B
B B
radio C C

@MrobertsOnline
Saturday, December 1, 2012

15,000+ commercial messages per day

Brands email Consumers
mobile
B B
print
B
C
TV
B
B B
radio C C
display
B B
B
reviews
B
B social
B
blogs

@MrobertsOnline
Saturday, December 1, 2012

We have to ﬁght for their attention.

Even more so, we have to ﬁght for their
trust. Donʼt be the kid who screams in class.

Entertain instead of disrupt.

@MrobertsOnline
Saturday, December 1, 2012

When you entertain, consumers actually seek out
your advertisement. Especially good for branding.

@MrobertsOnline
Saturday, December 1, 2012

@MrobertsOnline
Saturday, December 1, 2012

Banana Republic and Mad Men

@MrobertsOnline
Saturday, December 1, 2012

Red Bull

@MrobertsOnline
Saturday, December 1, 2012

Brightcove places targeted ads “around” video.

@MrobertsOnline
Saturday, December 1, 2012

Brightcove places targeted ads “around” video.

Green screen product placement = more relevance
= more revenue.

@MrobertsOnline
Saturday, December 1, 2012

Next, Amazonʼs advanced behavioral targeting
technology will be used to target via the green
screen. The movie will change depending on
who is watching it.

Costs < Return.

Terminator 2 + Harley Davidson.

YouTube videos can become a part of
popular culture.

Create new revenue streams. Sell the content.

@MrobertsOnline
Saturday, December 1, 2012

Start on YouTube. Falling production costs + free
distribution.

@MrobertsOnline
Saturday, December 1, 2012

Start on YouTube. Falling production costs + free
distribution.
Reduce risk through strategic partnerships.

Banana Strategic
Mad Men
Republic Partnership

@MrobertsOnline
Saturday, December 1, 2012

Some inspiration, ideas and research from:

Jeremiah Owyang ComScore

Thomas Baekdal Altimiter Group

McKinsey Richard Bartel

Gabe Zicherman Roger McNamee

@MrobertsOnline
Saturday, December 1, 2012

Questions?

Mike Roberts
562.481.1117
Roberts.SanDiego@gmail.com

Blog: www.AllegorieDesign.com
@MrobertsOnline
www.linkedin.com/in/mrobertsonline/
Saturday, December 1, 2012

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