The introduction of the PVR allowing viewers to fast forward through the ads, is one reason clients are asking for programme content that is relevant to their brands, says Sara Butchart, strategy director, Kaelo Engage.
A noticeable trend, she says, is that clients are asking for strategies to help create a meaningful talking point around brand promise and values.
“It’s a real art to create relevant, meaningful and entertaining broadcast content which has a comfortable space for clients to be integrated. It’s an inversion of the classic marketing approach where the brand leads and the story follows.”
These are the key trends that Butchart is picking up:
- The content always leads and the brand follows – sometimes quite obscurely. Clients need to get comfortable with the idea that a brand can be built without showing or sometimes even mentioning the brand – but simply through association with relevant content. Great entertainment can be a powerful brand builder.
- ‘Branded Content and Entertainment’ has also recently been added as an award category in the marketing industry.
- Branded content development is not a skill necessarily found within the classic industry repertoire – and globally, several independent and global agencies have recognised this, opening dedicated units to explore and concentrate on AFP platforms for clients. It’s clear that the skills here are not about making short 30 second television ads where the brand is king, but creating films of various lengths which really engage the viewer where the content is king.
For example, in the past year, Mindshare Entertainment created an online entertainment series “In the Motherhood” for clients Unilever and Sprint, which was picked up by ABC and aired as a half-hour comedy series – demonstrating that the right branded content can also generate revenue and be leveraged through distribution deals on various platforms.
Source: Kaelo Engage
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