the age of branded content door: andrew canter, founder, contentworx | ceo, bcma
Post on 21-Oct-2014
987 views
DESCRIPTION
TRANSCRIPT
The Age of Branded Content
Andrew Canter, CEO, BCMAUtrecht, 30th January 2014
www.thebcma.info@thebcma
Agenda
• About the BCMA
• Market Overview
• Measuring Effectiveness
• Academic Study
• What Does The Future Look Like?
BCMA (Branded Content Marketing Association)
LEADERSHIPSERIES
Branded Content: Past
Branded Content: Market Overview
Source: Advertising Association
£4 Billion
Branded Content: Present
Branded Content: Present
Branded Content: Present
Branded Content: Market Overview
In good company…
In good company…
Be inspired…
Measuring the effectiveness of branded content
• There are two parts to the contentmonitor:
CREATIVE POWER Ipsos MediaCT Content Evaluator
MEDIA/COMMS PLANNING
Pointlogic Commspoint™ system
• Contentmonitor gives an in‐depth insight into:
1. How your branded content campaign is performing against key brand metrics, allowing you to determine the ROI
2. Which elements of the campaign are performing the most strongly in meeting the campaign objectives
3. What you could do differently to support the campaign more strongly to optimise its ROI
Measuring the effectiveness of branded content
CREATIVE POWER Ipsos MediaCT Content Evaluator
Case Study: BBC World News and Standard Chartered Bank
Ideas That Changed The World (ITCTW) is a six part series running on BBC World News and BBC Knowledge
Six world‐changing ideas are championed by an expert
The series is supported by a micro‐site and on‐air trails
We spoke to 1216 BBC World News viewers aged 25 or over in Hong Kong (311), India (302), Singapore (302) and Indonesia (301)
Branded content can be more effective than TV spots alone…
17
30%
35%
39%
40%
45%
Control
TV spot only
Microsite only
ITCTW show / bumpers
ITCTW show and TVspot
Branded content can be more effective than a traditional TV spot in driving spontaneous awareness
% mentioning Standard Chartered Bank (unprompted)
SC1a Can you identify the names of up to five banking and investment services providers that come to your mind? These could be domestic or international institutions. Sample = c.200 BBC viewers aged 25+ per cell
Significant uplifts vs Control cell for SCB are marked
Combining branded content with traditional advertising can be more powerful…
19
The branded show has very strong cut through, with over twice as many people mentioning the SCB brand after seeing it compared to the TV spot
% who mention seeing the brand from the reel (unprompted)
23%
53%
43%
30%
52%
23%
55%
TV spot only
ITCTW show only
TV spot and ITCTW show
Rolex
Emirates Airline
Country Inns
Vale
From the control reel
Significant differences are highlighted with a *
*
*
Q1a You may have noticed advertising or other mentions of brands in the short video we played you (the news clip plus some advertising) or on the website. Please write in below what brands, companies and products you remember seeing advertised or otherwise mentioned. Sample = c.200 BBC viewers aged 25+ per cell
What is the impact on the softer measures?…
Exposure to the full branded content campaign does a good job of giving them a more positive perception of the brand, compared to pre‐exposure
+12% ‘consistently comes out with relevant and new products and services’
+9% ‘is a credible bank’
+11% ‘strongly committed to giving something back to the community’
+12% ‘brings global financial knowledge and expertise to the local market’
SC7 Here are a number of statements that might be used to describe a banking and investment services provider, its people or the services it provides. For each, please tell us how much the statement applies to Standard Chartered Bank and its banking and investment services. Sample = c.200 BBC viewers aged 25+ per cell
This part of the test involves a forced exposure of the test branded content/ad, followed by a series of questions where therespondent rates the branded content/ad on 10 different elements. Using an algorithm the responses to these elements are converted into a score for:
‐ Emotive Power (strength of subconscious feeling)
‐ Cognitive Power (strength of conscious thinking)
EMOTIONALPERSUASION
(tends to build a brand)
RATIONALPERSUASION
(tends to impart a message but has less impact on long term
brand building)
Cognitive Power®
Emotive Po
wer
®
NEITHER(tends to be less efficient overall)
EMOTIONAL & RATIONAL PERSUASION(tends to build a brand and
impart information)
‐100
‐80
‐60
‐40
20
40
60
80
100
‐100 ‐80 ‐60 ‐40 ‐20 20 40 60 80 100
‐20
The CEP™ Test
-100.00
-80.00
-60.00
-40.00
-20.00
0.00
20.00
40.00
60.00
80.00
100.00
-100.00 -80.00 -60.00 -40.00 -20.00 0.00 20.00 40.00 60.00 80.00 100.00Em
otive Po
wer
The TV spot has the most emotive power, whilst the branded show has more cognitive power…
Cognitive Power
SCB TV & ITCTW show
SCB TV spot only
ITCTW show only Average for all consumer ads
...when combined, the show and TV spot are more powerful than the spot alone
Contentmonitor is valued and used by many brands, channels and agencies
Key Insights from contentmonitor
More effective than TV
spots alone
More effective than TV
spots alone
Combined branded
content can be more powerful
Combined branded
content can be more powerful
Informative and emotive Informative and emotive
Reactions are more positive
Reactions are more positive
Maximum impact if
original and interesting
Maximum impact if
original and interesting
Promotion has a
powerful impact
Promotion has a
powerful impact
Must be fully
integrated
Must be fully
integrated
Helps brands to stand out
Helps brands to stand out
It’s extremely powerful
It’s extremely powerful
Contentmonitor: New for 2014
Non-verbal
response
Using facial coding we can measure the
reaction to the content, second
by second
Contentmonitor: New for 2014
1
2
3
Using a webcam, extract key feature points on the face (“landmarks”)
Analysis of movement, shape and texture of each pixel as they watch content
Infer emotional and mental states to feed analytical models
BCMA Academic Study: Defining Branded Content for the Digital Age
A collaboration between Academia and Industry Developing a clearer understanding of a new key marketing concept Little academic work in the area of branded content Define branded content in the digital age The study is being conducted by Oxford Brookes University and global research partner Ipsos
Methodology
Material analysed:
Industry/ practitioner publications (100+) Academic literature: books and journals (30+) Blogs (20+) Case studies (10+)
Background to study
Branded Content means different things to different people, which …
1. … causes confusion and misunderstanding
and
2. … hinders its progress as an important marketing concept
Confused?
“… the concept of branded content is fundamentally flawed.”
David Martin, Forbes, 2011
“… there is a significant amount of confusion and controversy out there around what content is, what it does and how to use it.”
Robin Thornton, Shaman Marketing, 2013
‘“Content” is such a broad and fuzzy term that it tends to make any discussion of it broad and fuzzy as well”
Cindy Gallop, If We Ran The World, 2013
“The term ‘content’ seems a bit of a broad stroke owing to its multi‐dimensional nature.”
Amar Trivedi, Social Media Strategist, 2012
“A BMW Motorcycle Story” by Bill Costello
Why does branded content matter?
“As advertisers increasingly look for ways to avoid being ‘turned off’,content can be defined as the stuff audiences choose to engage with
rather than being forced to experience through disruption orincentivisation …”
Ben Kerr, Creative Director, Drum, 2012
“Content, in all its shapes and forms, is core to everything we do as Marketers.”Econsultancy, 2013
39% of digital marketing professionals nominated
Content Marketing as one of their top priorities in 2013.
“The future of the marketing department is half marketing, and half publishing.”Joe Pulizzi, Founder, Content Marketing Institute, 2012
Marketing organisations need to ‘think and act like media companies.’
5. All‐encompassing Perspective
The 5 Key Perspectives on Branded Content
3. Integrated TMO Perspective4. Stakeholder Perspective2. Digital TMO
Perspective1. Traditional TMO
Perspective
Digital Age
Pre‐Digital Age1. Traditional TMO Perspective
Traditional Perspective
(Pre-Digital Age)
New Perspectives in the Digital Media Age
Perspective 1 Perspective 2 Perspective 3 Perspective 4
Traditional TMO Digital TMO Integrated TMO Stakeholder
Defining FeatureBranded Content is
CONTROLLED by the TMO (trade mark owner)
Branded Content is INITIATED by the TMO
(trade mark owner) digitally
Branded Content is INITIATED by the TMO
(trade mark owner) digitally or non-digitally
Branded Content is INITIATED by the BRAND'S
STAKEHOLDER
Initiation TMO initiated TMO initiated TMO initiated Brand stakeholder initiated
Funding Usually TMO Usually TMO Usually TMO Various
TMO's Level of Control over Content
HighHigh to low
(initiated UGC competition versus tweet)
High to low (TV ad versus tweet) Virtually none
Main Objectives
Intended to create positive brand meanings and/ or manifestations amongst
consumers
Intended to create positive brand meanings and/ or manifestations amongst
stakeholders
Intended to create positive brand meanings and/ or manifestations amongst
stakeholders
Various
Intended to connect and/ or engage with consumers
Intended to connect and/ or engage with certain
stakeholders
Intended to connect and/ or engage with certain
stakeholdersVarious
Branded Content Strategy to achieve the objective
A) Entertaining B) Informative C) Educational
A) Entertaining B) Informative C) Educational
D) Serves a function
A) Entertaining B) Informative C) Educational
D) Serves a function
Potentially no strategy involved
Push versus Pull Predominantely Push Predominantely Pull varies Predominantely Pull
Disruption versus Engagement
Predominantely Disruption Predominantely Engagement Predominantely Engagement Predominantely
Engagement
Channel/ PlatformsTraditional/ non-digital
channels of communication such as TV, Print and Radio
Digital channels/ platforms potentially across all channels
Predominantly digital channels/ platforms
The Integrated Trade Mark Owner Perspective on Branded Content
Defining Feature Branded Content is INITIATED by the TMO (trade mark owner) digitally or non-digitally
TMO's Level of Control over Content
High to low (TV programme versus tweet)
Funding Usually TMO
Main ObjectivesIntended to create positive brand meanings and/or manifestations amongst stakeholders Intended to connect/engage with certain stakeholders
Branded Content Strategy to achieve the objective
A) Entertaining B) Informative C) Educational D) Serves a function
Push versus Pull Varies
Disruption versus Engagement Predominantly Engagement
Channel/ Platforms Potentially across all channels
“A Day Made of Glass” – a B2B example
Branded Content comes in many different shapes and formats
Branded Content
Product Placement
SponsorshipAdvertiserFunded
Programming
Branded Entertainment
Etc.
NativeAdvertising
A World where any Consumer can become a Branded Content Creator
“Greatest BMW Ad In History Is Not By BMW”Abe Sauer, BrandChannel, 2011
“It is the greatest brand‐building commercial of all time …”
It doesn’t stop there…
It doesn’t stop there…
The Challenge
5. All‐encompassing Perspective
4. Stakeholder Perspective
A wider integration appears to be crucial to understand the Branded Content phenomenon as a whole
3. Integrated TMO Perspective
1. Traditional TMO Perspective
2. Digital TMO Perspective
Digital Age
The All‐Encompassing Perspective: A new definition ofbranded content for the digital age
“Branded content is any content that can be associated with a
brand in the eye of the beholder.”
Summary & Key Learning from Study
1. DIFFERENTIATION: “The future of communications belongs to branded content. Not easy, or cheap. But it is … effective at driving sustainable brand differentiation.” (Emily Tan, Campaign Asia‐Pacific 2012)
2. IT’S A NEW WORLD: Everyone can now become a Branded Content creator and distributor. (Marc Mathieu, Senior Vice‐President of Marketing at Unilever, 2013)
3. GROWING CONSUMER POWER: Audiences are at least to some extent able to filter traditional advertising out from their lives. (Michael Serazio, Assistant Professor of Communication, Fairfield University, 2011)
4. THE NEED FOR TRANSFORMATION: “In an era where every brand is a publisher and a content creator, you have to have a point of view and a compelling voice. You have to know how to tell a story” (Ann Handley, Chief Content Officer, MarketingProfs, 2013)
5. THE NEED TO GET ORGANISED: To be able to implement successfully your Branded Content strategy you need resources, processes, structures and coherence across all channels which is particularly challenging in an international or even global context
Branded Content: Future
Branded Content: Future
Branded Content: Future
Source: Accenture Report ‐ Turbulence for the CMO: Charting a path for the seamless customer experience
Branded Content: Future
Source: AOL – Content is the fuel of the social web
Branded Content: Future
Branded Content: What Does The Future Look Like?
Branded Content: Future?
Source: Neill Blomkamp ‐ Tetra Vaal