Branded Entertainment in 2013


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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.

Published in: Business

Branded Entertainment in 2013

  2. 2. Consumers print C TV B B B radio C C @MrobertsOnlineSaturday, December 1, 2012
  3. 3. 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 @MrobertsOnlineSaturday, December 1, 2012
  4. 4. 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. @MrobertsOnlineSaturday, December 1, 2012
  5. 5. When you entertain, consumers actually seek out your advertisement. Especially good for branding. @MrobertsOnlineSaturday, December 1, 2012
  6. 6. @MrobertsOnlineSaturday, December 1, 2012
  7. 7. @MrobertsOnlineSaturday, December 1, 2012
  8. 8. Banana Republic and Mad Men @MrobertsOnlineSaturday, December 1, 2012
  9. 9. Red Bull @MrobertsOnlineSaturday, December 1, 2012
  10. 10. Brightcove places targeted ads “around” video. @MrobertsOnlineSaturday, December 1, 2012
  11. 11. Brightcove places targeted ads “around” video. @MrobertsOnlineSaturday, December 1, 2012
  12. 12. Brightcove places targeted ads “around” video. Green screen product placement = more relevance = more revenue. @MrobertsOnlineSaturday, December 1, 2012
  13. 13. 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. @MrobertsOnlineSaturday, December 1, 2012
  14. 14. Start on YouTube. Falling production costs + free distribution. @MrobertsOnlineSaturday, December 1, 2012
  15. 15. Start on YouTube. Falling production costs + free distribution. Reduce risk through strategic partnerships. Banana Strategic Mad Men Republic Partnership @MrobertsOnlineSaturday, December 1, 2012
  16. 16. Some inspiration, ideas and research from: Jeremiah Owyang ComScore Thomas Baekdal Altimiter Group McKinsey Richard Bartel Gabe Zicherman Roger McNamee @MrobertsOnlineSaturday, December 1, 2012
  17. 17. Saturday, December 1, 2012
  18. 18. Questions? Mike Roberts 562.481.1117 Blog: @MrobertsOnline, December 1, 2012