This document discusses how great branded entertainment needs to focus on being great entertainment first. It notes that premium content requires premium distribution through its own marketing ecosystem. It encourages embracing opportunities to be the featured content rather than just advertisements. Finally, it states that standard metrics do not always apply and that success is often project-specific, multifaceted, and long-term with both qualitative and quantitative goals.

6. GREAT BRANDED ENTERTAINMENT IS JUST…
GREAT ENTERTAINMENT

7. PREMIUM CONTENT WARRANTS PREMIUM DISTRIBUTION

8. PREMIUM DISTRIBUTION REQUIRES ITS OWN ECOSYSTEM
OF MARKETING SUPPORT

9. EMBRACE THE OPPORTUNITY TO BE THE FEATURE
PRESENTATION, INSTEAD OF THE AD BREAK
• Free editorial placement
• Generate revenue, whether consumers pay for it, other brands
advertise around it, or both
• Organic earned traditional media
• Social media relevance and traction

10. STANDARD METRICS DON’T APPLY: SUCCESS IS
PROJECT-SPECIFIC, MULTIFACETED AND LONG-TERM
• Common metrics include views, PR impressions, brand awareness
• Frequently, projects are intended to attain qualitative goals such as
brand positioning and subject matter relevance
• The most ambitious projects have both short-term and long-term
metrics
• Expectations and the definitions of success need to be aligned both
internally, and across the project team