Branded content in digital media (I)

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This document discusses branded content in digital media. It defines branded content as content that entertains or informs the audience in a creative way about a brand in order to create an emotional connection. This differs from traditional advertising. The document explores how branded content has evolved from classic formats focused on storytelling and entertainment to digital formats that emphasize engagement, virality, transmedia storytelling, user-generated content, social media, big data and reactive marketing. It distinguishes branded content from other advertising formats and discusses strategies for creating successful branded content campaigns.

Social Media

Branded Content
in Digital Media
Alessandro Bernardi
@Bernardamus
alesbernardi@gmail.com

6Alessandro Bernardi @Bernardamus
ENTERTAINSELL
BRANDS
SELL
PUBLISHERS
ENTERTAIN

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http://www.iabspain.net/wp-content/uploads/downloads/2014/04/infografia-branded-content-final.pdf
Alessandro Bernardi @Bernardamus
Branded Content definition

18Alessandro Bernardi @Bernardamus
Branded Content definition

19Alessandro Bernardi @Bernardamus
Do we like Branded Content?

20Alessandro Bernardi @Bernardamus
Branded Content definition

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NOT Branded Content!
Alessandro Bernardi @Bernardamus
Street Marketing

22Alessandro Bernardi @Bernardamus
NOT Branded Content!
Product Placement

23Alessandro Bernardi @Bernardamus
Ambient Marketing
NOT Branded Content!

24Alessandro Bernardi @Bernardamus
Packaging
NOT Branded Content!

25Alessandro Bernardi @Bernardamus
Branded Content & Native Advertising

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Branded Content & Native Advertising
Alessandro Bernardi @Bernardamus

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Native Advertising
Alessandro Bernardi @Bernardamus

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Native Advertising
Alessandro Bernardi @Bernardamus

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Native Advertising
Alessandro Bernardi @Bernardamus
http://www.playgroundmag.net/noticias/bacardi/

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Advertorials & Sponsored Content
Alessandro Bernardi @Bernardamus

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Advertorials & Sponsored Content
Alessandro Bernardi @Bernardamus

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Advertorials & Sponsored Content
Alessandro Bernardi @Bernardamus
http://www.playgroundmag.net/noticias/advertorial/

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Owned Content
Alessandro Bernardi @Bernardamus

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Owned Content
Alessandro Bernardi @Bernardamus

35Alessandro Bernardi @Bernardamus
Branded Content definition

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Branded Content Apps
Alessandro Bernardi @Bernardamus
https://www.youtube.com/watch?v=SoKcAMDQn2I

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Branded Content & Games
Alessandro Bernardi @Bernardamus

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Source of branded content
Alessandro Bernardi @Bernardamus
From the big production ….
… to the User Generated Content

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User Generated Content
Alessandro Bernardi @Bernardamus

40Alessandro Bernardi @Bernardamus
Source of branded content

41Alessandro Bernardi @Bernardamus
Branded Content definition

42Alessandro Bernardi @Bernardamus
Branded Content definition

46Alessandro Bernardi @Bernardamus
Branded Content definition

47Alessandro Bernardi @Bernardamus
Branded Content definition

48Alessandro Bernardi @Bernardamus
Budget for Branded Content
The Content Council (2015)

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Channels for Branded Content
The Content Council (2015)

50Alessandro Bernardi @Bernardamus
Branded Content definition

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Branded content in digital media (I)

1. Branded Content in Digital Media Alessandro Bernardi @Bernardamus alesbernardi@gmail.com

2. 2 1 El Brand Content dentro de la estrategia global Innovación y cambio de formato para la comunicación2 Social CRM: nuevas estrategias de gestión de la información3 Viralidad y transmedialidad4 Alessandro Bernardi @Bernardamus

3. 3 BRAND + CONTENT ? Alessandro Bernardi @Bernardamus

4. 4Alessandro Bernardi @Bernardamus WHAT BRANDS WANT Awareness Consideration Brand attribution Sales WHAT CONTENT IS ABOUT Entertainment Story Ratings Tickets Two very different words coexist

5. 5Alessandro Bernardi @Bernardamus WHAT BRANDS WANT Awareness Consideration Brand attribution Sales WHAT CONTENT IS ABOUT Entertainment Story Ratings Tickets Two very different worlds coexist

6. 6Alessandro Bernardi @Bernardamus ENTERTAINSELL BRANDS SELL PUBLISHERS ENTERTAIN

7. 7Alessandro Bernardi @Bernardamus Creative agencies? Media agencies? PR companies? Brand owners? WHO DOES CONTENT BEST? SO, SHOULD ADVERTISING COMPANIES DO CONTENT … OR CONTENT COMPANIES DO ADVERTISING?

8. 8 What is the Branded Content? Alessandro Bernardi @Bernardamus “GOOD BRANDED CONTENT IS CONTENT YOU WOULD WATCH IN SPITE OF THE BRAND”

9. 9Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT DIGITAL BRANDED CONTENT

10. 10Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT Transmedialidad DIGITAL BRANDED CONTENT

11. 11Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT Engagement Transmedialidad DIGITAL BRANDED CONTENT

12. 12Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT Engagement Viralidad Transmedialidad DIGITAL BRANDED CONTENT

13. 13Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT Engagement Viralidad Transmedialidad User Generated Content DIGITAL BRANDED CONTENT

14. 14Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT Engagement Viralidad Transmedialidad User Generated Content Big Data DIGITAL BRANDED CONTENT

15. 15Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT Engagement Viralidad Transmedialidad User Generated Content Social CRM Big Data DIGITAL BRANDED CONTENT

16. 16Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT Engagement Viralidad Transmedialidad User Generated Content Social CRM Reactive Marketing Big Data DIGITAL BRANDED CONTENT

17. 17 http://www.iabspain.net/wp-content/uploads/downloads/2014/04/infografia-branded-content-final.pdf Alessandro Bernardi @Bernardamus Branded Content definition

18. 18Alessandro Bernardi @Bernardamus Branded Content definition

19. 19Alessandro Bernardi @Bernardamus Do we like Branded Content?

20. 20Alessandro Bernardi @Bernardamus Branded Content definition

21. 21 NOT Branded Content! Alessandro Bernardi @Bernardamus Street Marketing

22. 22Alessandro Bernardi @Bernardamus NOT Branded Content! Product Placement

23. 23Alessandro Bernardi @Bernardamus Ambient Marketing NOT Branded Content!

24. 24Alessandro Bernardi @Bernardamus Packaging NOT Branded Content!

25. 25Alessandro Bernardi @Bernardamus Branded Content & Native Advertising

26. 26 Branded Content & Native Advertising Alessandro Bernardi @Bernardamus

27. 27 Native Advertising Alessandro Bernardi @Bernardamus

28. 28 Native Advertising Alessandro Bernardi @Bernardamus