Tag Archives: Branded.TV

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THIS WEEK IN BRANDED CONTENT (July 29)

“We have been and continue to invest in AR in the long run…we’ll see whether it’s the next computing platform, but regardless it will be huge.”

-Tim Cook CEO / Apple

 

 

VIDEO OF THE WEEK
THIS WEEK’S TOP CURATED STORIES



The ALS ‘Ice Bucket Challenge’ is working

With the millions raised for amyotrophic lateral sclerosis (ALS) research from the viral stunt, the ALS Association said it was able to fund research that identified a new gene, NEK1, that contributes to the disease, the nonprofit announced on Monday. The breakthrough is the subject of a paper published in Nature Genetics.

BY
Abby Ohlheiser

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The Campaign to Make You Eat Kimchi

Baum + Whiteman food consultancy recently chose Kimchi, Korea’s traditional fermented vegetable dish, as one of the top food trends for 2016. According to Google, Bibimbap was one of 2015’s top five ‘rising’ foods by search query volume.

BY
Sarah Scharf


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The Year That Virtual Reality Took Over Comic-Con

This past Wednesday, I visited Coney Island with a drug-addled hacker as he mind-tripped through a neon dance party. Thursday I became Harley Quinn, working my way through an elaborate fight sequence with the rest of the Suicide Squad.

BY Bryan Bishop

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‘Narcos’ Mobile Game Based on Netflix Show Will Let You Run Your Own Drug Cartel (EXCLUSIVE)

Gaumont Television, which produces “Narcos” for Netflix, teamed up with game publisher FTX Games for “Narcos: Cartel Wars,” a mobile game set to launch in September. The game will be free to play, offering in-app purchases.

By Todd Spangler

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Instagram’s CEO Is Counting on Selena Gomez, Kevin Hart and 500 Million More to Win Digital Media’s New Game: Video

In Menlo Park with Kevin Systrom as his billions-a-year company guns for its share (and more) of the coming $17 billion market in digital video with an unfiltered swipe at rival Snapchat and help from celebrity friends.

BY Natalie Jarvey

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Hillary Clinton Just Released a Truly Joyless Mobile Game

The youth vote is crucial in any election, and while Trump is busy crafting Facebook-ready attack ads based on Pokémon Go, Hill is appealing to the youngs with a game of her own. It is profoundly, jaw-droppingly dull.

BY Bryan Menegus

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Francis Ford Coppola Workshops “Live Cinema” Experiment With UCLA Students

Director Francis Ford Coppola enlisted 75 UCLA students in a month-long project that he terms an experiment in a concept he calls “Live Cinema.” With the students and some faculty as crew, Coppola produced and directed an Italian family saga called Distant Vision, utilizing feeds from a multitude of cameras, instant replay servers, and other sources which the director can switch live.

BY Greg Evans


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Pokemon Go Is Driving Insane Amounts of Sales at Small, Local Businesses. Here’s How It Works

The speed at which Pokemon Go has spread is unprecedented. Less than a week after launch, this augmented reality mobile exploration game has been installed on twice as many phones as Tinder, it has double the engagement of Snapchat, and it is eclipsing Twitter in its percentage of daily active users.

BY WALTER CHEN

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How Sponsored Content Is Becoming King in a Facebook World


In recent years, publications large and small have invested in teams to make sponsored content — written stories, videos or podcasts that look and feel like journalistic content — hoping to make up for declines in conventional advertising. To varying degrees, they have succeeded.

BY John Herrman


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Martin Guitar Tries Long-Form Branded Content With 40-Minute Documentary

Many companies now consider themselves “publishers,” increasingly investing in branded video content to push out online through their websites and social media accounts for marketing purposes.

BY Jack Marshall

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THIS WEEK IN BRANDED CONTENT (JULY 15)

“Right now we’re doing a couple hundred videos a day. We think we need to be doing 2,000 videos a day.”

-Michael W. Ferro Jr / Chairman / Tribune Publishing (Now Tronc)

 

 

VIDEO OF THE WEEK
THIS WEEK’S TOP CURATED STORIES



Reverse Engineering The YouTube Algorithm

If you’re a creator who makes content for any kind of distribution (whether it be a feature film, a theatrical play, a TV program, or some kind of online video) the success or failure of that content can be dependent upon the mechanics of the distribution mechanism.

BY
Matt Gielen and Jeremy Rosen

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Why Brands Should Go Dark on Facebook

By 2017, social network ad spending will reach $35.98 billion, representing 16% of all global digital ad spend. Advertisers in North America especially place a premium on social media, ponying up $12 billion on social network advertising, up from a mere $4.9 billion in 2013.

BY
Evan Neufeld


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I ain’t afraid of no ads: All the Ghostbusters movie partnerships captured in one place

Boasting the most disliked YouTube trailer of all time and an all-new soundtrack from Fallout Boy and Missy Elliot, the movie was always going to see an uphill struggle, due to some (very vocal) parties’ doubting the cast could build upon the legacy set by the original comic greats.

BY John McCarthy

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Is New Mobile Reality Show “The Runner” The Future Of Brand Entertainment?

Back in 2000, Matt Damon and Ben Affleck sold a reality show concept to ABC, but it was halted after 9/11. In 2006 the show went into development at Yahoo, but still nothing. Now, Verizon’s Go90 mobile network has launched it as a new breed of game show reality series.

By Jeff Beer

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The Gatekeepers Aren’t Gone

Virality shows that equal distributions of attention are an ideal that is very easily abandoned in our contemporary public sphere, extremely open as it might appear to be to any and all forms of self-expression.

BY Marta Figlerowicz

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Pokémon Go, explained

You may have heard stories of people hunting down Pokémon on their office desks, in hospital rooms, and even in bathrooms. One teenage girl even found a dead body while looking for Pokémon. And police in Missouri claimed that four suspected robbers lured in victims with a chance of catching Pokémon in a new game called Pokémon Go.

BY German Lopez

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As Online Video Surges, Publishers Turn to Automation

In a television appearance in early June, Michael W. Ferro Jr., the chairman of the newspaper and magazine publishing company Tronc — formerly known as Tribune Publishing — made an astonishing claim.

BY John Herrman


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Sigur Ros Creates Time-Lapse of Epic 24-Hour Road Trip

If you missed Sigur Ros’s 24-hour live-stream of a road trip around their native Iceland, the band has now compiled the footage into a 5-minute time-lapse, set to their song “Óveður.

BY Sigur Ros

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The World’s Biggest Viral Video Experiment


So, how do you make a viral video? Well, a team from Australia has spent 2 years trying to find out, and nailed it… From shark attacks, to lightning strikes, bears chasing snowboarders, to drones falling into Burning Man – the world watched, they shared and then they argued like hell over their authenticity. With over 205 million views, they might just have found what works.

BY DigitalBuzzBlog


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The Hierarchy of Branded Content: Defining Sponsored Content, Native Ads and Advertorials

There’s no longer any dispute regarding the importance of content marketing. Brands have adopted and incorporated content marketing into their regular marketing activities.

BY Anna Zhao

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THIS WEEK IN BRANDED CONTENT (July 7)

THIS WEEK IN BRANDED CONTENT (July 7)

“What the jury was saying was, ‘Listen, it is branded, we can see it’s branded, it’s content, but the entertainment side of it is not stacking up in the way in should.”

– Phil Thomas / CEO Lions Entertainment

 

 

VIDEO OF THE WEEK
THIS WEEK’S TOP CURATED STORIES



How Pepsico and Mondelez are tackling their biggest challenge to date – turning marketing into a revenue center

In the past six months two of the world’s highest spending advertisers have come to the same radical solution to their marketing problems; that to survive in world where ad blocking is rising while attention spans dwindle they must now be in the business of creating content that is so good that they can actually sell it.

BY
Jennifer Faull

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Snapchat Is About to Get Less Raw — And Way More Addictive

Snapchat’s new feature, Memories, brings big changes: It sacrifices some of Snapchat’s killer “raw” element while enticing users to spend more time in the app.

BY
Alex Kantrowitz


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Martin Campbell talks to Cannes Lions TV

The director of Casino Royale and talks about the success of product integration in Bond movies, the creative process, his favourite Bond and how to get ahead in filmmaking.

BY Cannes Lions International Festival of Creativity

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Make the TV Commercials Stop

I hate television advertising. I find it mind-numbing, vapid, or even, at times, insulting.

By M.G. Siegler

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Euro 2016 sponsors being ambushed on social media by ‘unofficial’ brands

While the nations at the UEFA Euro 2016 championships have done battle on the pitch, an equally intense battle has been taking place off it between brands that want tournament exposure.

BY Simon Chadwick & Alex Fenton

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How Kellogg’s Killed The Breakfast Cereal Trend

For $7.50 a bowl, the brand’s new cereal cafe is a last-ditch attempt to milk what’s left of the millennial trend that epitomizes gentrification and consumer culture

BY psfk

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Olympics Ease an Ad Blackout, and Brands Flood the Field”.

Some called it a gag rule impinging on freedom of speech. Others bristled at the requirement to abandon longtime sponsors at the very moment they would be entering the international spotlight.

BY Zach Schonbrun


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How remain failed: the inside story of a doomed campaign

They promised it would be an easy victory. But they had no idea what was about to hit them

BY Rafael Behr

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Here’s what live sports looks like on Twitter


Twitter is streaming Wimbledon, our first glimpse at how live sports will work on Twitter.

BY Kurt Wagner


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Mountain Dew Launches First Brand-Owned MCN, ‘Green Label’, With D-Trix, Others

Beverage brand Mountain Dew has launched what it’s calling the first-ever brand-owned multi-channel network, Green Label, in a bid to build direct and long-term relationships with digital creators.

BY Geoff Weiss

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THIS WEEK IN BRANDED CONTENT (July 1)

THIS WEEK IN BRANDED CONTENT (July 1)

“I think people In this country have had enough of experts.”

– Michael Gove / MP English Parliament

 

 

VIDEO OF THE WEEK
THIS WEEK’S TOP CURATED STORIES



The Death And Resurrection Of Live And Communal Entertainment

After years of decline and derision from the tech community, live video is now experiencing a resurgence led by these very same critics. Though this reversal doesn’t surprise traditional network executives, it’s important to understand how it has changed and why. The future of video is on-demand, but live and collective viewing will remain a critical tool for media companies.

BY
Tal Sachar & Matthew Ball

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Advertising Isn’t Dead, But Market Is Changing

Cannes panel hosted by Wall Street Journal says there is less tolerance for bad ads

BY
Steven Perlberg


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The Art of Recognizing Good Ideas

There are two basic modes of judgment: criticism and praise. The former consists of identifying a subject’s flaws; the latter of noting its merits.

BY Rebecca J. Rosen

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How Ad Fraud Ruins the Internet

If you’re in the digital advertising industry, you’ve probably heard of ad fraud, but you likely haven’t done anything to protect yourself or prevent it from happening.

By Eli Martin

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Thrillist’s Content Marketing Division Is Launching A Booze-Focused Site

Supercall is being sponsored by Diageo but will run as an independent editorial property

BY Mike Shields

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Music Video Debuts Are Massive Events Again, Thanks to Beyonce, Kanye West, Rihanna & More

It’s hard to picture now, but once upon a time, millions of people would gather around their giant tube-powered TVs to watch the debut of music videos.

BY Gil Kaufman

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Reality Hunger”.

How Big Food manufactures authenticity in an artisanal world.

BY Brent Cox


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The Secret And Symbiotic Relationship Between Branded Content And Social Media

Broadly speaking, native advertising is said to be any advertising that matches its environment. On a social network, this often comes in the form of a brand-promoted post appearing alongside organic posts from users that person follows.

BY Melanie Deziel

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Messages from space: a Q&A with NASA’s social team


The social media team is helmed by three people at headquarters in Washington, who oversee the agency’s 510 accounts spread across 14 platforms.

BY Loren Grush


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Facebook’s new algorithm change is what makes publishers so afraid of Facebook

Today, Facebook announced that it’s tweaking its algorithm so that users see less stuff shared by publishers and brands and more stuff from friends and family.

BY Noah Kulwin

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THIS WEEK IN BRANDED CONTENT (June 24)

THIS WEEK IN BRANDED CONTENT (June 24)

“We talk about us being a branded-play company because we have been transforming way beyond toys”

– Simon Waters GM and SVP Hasbo

 

 

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THIS WEEK’S TOP CURATED STORIES



Vice, BuzzFeed Tread on Madison Avenue’s Turf

Ad agencies face growing competition as Vice, others start producing branded content.

BY
Mike Shelds

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Who Owns Star Trek?

As science fiction’s most venerable franchise marks its 50th anniversary with a new movie and its first new TV series in over a decade, the chance to unify and mobilize its famously devoted — and demanding — fanbase may be the true final frontier.

BY
Adam B. Vary


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Podcast Companies Experiment With Sponsored Content

Gimlet Media has launched a new podcast about entrepreneurship, paid for by eBay.

BY Steven Perlberg

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A roll of the dice? Hasbro to create Monopoly the Musical for Broadway

Toy company is aiming to conquer the Great White Way with a show that it says will do for the board game what The Lego Movie did for colored bricks.

By Nigel M Smith

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How Ralph Lauren ended up needing a ‘Way Forward’ plan

The sartorial empire built on one man’s exquisite taste faces a need for change and a new kind of consumer.

BY Daphne Howland

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Predestination: Wired’s Kevin Kelly on Where We Are All Heading | PHD Worldwide

What plans would you put in place if you knew where your business, industry or life was heading? Kevin Kelly, Co-founder of Wired magazine and a leading thinker and writer, joins PHD Worldwide to explore the 12 technological forces that will completely revolutionise the way we buy, learn and communicate.

BY Cannes Lions International Festival of Creativity

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Cannes Lions: “Our ability to target with precision is lightyears ahead of our ability to create”.

How programmatic advertising is evolving with digital media.

BY Becky Freeth


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Victoria and David Beckham Declare Anti-Brexit Stance

Victoria and David Beckham have joined the chorus of British fashion insiders who are just saying no to Brexit.

BY Vanessa Freidman

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Trump launches LyingCrookedHillary.com


>Presumptive GOP nominee Donald Trump announced on Tuesday the launch of a new website targeting presumptive Democratic nominee Hillary Clinton.

BY Rebecca Savransky


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Greenpeace Holds Incredible Floating Piano Concert in Front of Glacier

The haunting video was created to support the organization’s ‘Save the Arctic’ initiative, which seeks to make the Arctic declared an internationally protected area.

BY Peter Slattery

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THIS WEEK IN BRANDED CONTENT (June 17)

What really surprised us, and what we really learned from The Stick of Truth, was how, for many people around the world, that was their first exposure to South Park.

Trey Parker – South Park Creator @ E3 (on South Park’s 2014 game)

 

 

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React: Social Media Reacts to E3 2016.

We tracked social media’s reaction to E3 2016, including social round-ups of each major conference and commentary throughout.

BY
Gemma Joyce

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Is Virtual Reality going to transform cinema?

VR is slowly becoming the new norm and in twenty years time a lot of what we do will be accessed through virtual reality– so how it will affect the film world?

BY
Dana Knight


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Violence Is Not UEFA’s Only Euro 2016 Problem as Brand Recognition Suffers.

It’s a trying time to be a major brand sponsor of a global athletic event. In Brazil, Anheuser-Busch InBev is complementing its regular Olympic ad messaging with, no kidding, a Budweiser Zika public awareness campaign.

BY
BY Abe Sauer

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‘She Loves Me’ to Be Streamed Live, a Broadway First

The Metropolitan Opera has been transmitting performances live for a decade. The National Theater in London jumped on board a few years later. But Broadway, facing both financial and philosophical obstacles, has been slow to join the trend.

By Michael Paulson

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Charlie Sheen Is Endorsing a Highly Innovative Swedish Condom

Earlier this year, the actor briefly halted his medical treatment for the disease before eventually returning to consuming what he has called an “AIDS cocktail” of antiretroviral drugs. Sheen is also serving as a spokesman for a new anti-H.I.V. drug and, now, he’s even trying to help a Swedish company sell condoms.

BY Tom Huddleston Jr.

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Hollywood Has a Huge Millennial Problem

2016 is on pace to be the worst year for movies—by tickets bought per U.S. adult—since before the 1920s. What’s going on?

BY Derek Thompson

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The future of video is vertical, texted & emotional

Video means that social media users do not have to turn the TV set on to catch up with the news. Discovery and in-depth analysis are both possible on social.

BY Ben Davis


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Death to the Mass

Media must rebuild its business around relevance and value, not volume.

BY Jeff Jarvis

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Saint-Lo #MTL


There was something special on Saint-Laurent for f1 festivities this year. With the Euro and f1 converging, there was this extra buzz. But somehow, it was more than that. There was this ‘je ne sais quoi’ in the air.

BY Medium


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BRIGHTEST BEFORE THE DARK: THE IMPENDING FALL OF TV AD SPEND

The TV industry may be ecstatic about the 2016 upfronts, but it would be a mistake to view the TV ad market as resilient – let alone a growth business. Like every medium before it, the television will give way to newer, more capable delivery models. And the winners are unlikely to be the same.

BY Matthew Ball

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The Collision of Branded Content and Pro Sports

This weekend, it’s the yearly showcase of interruptive advertising, the Super Bowl. So cue the usual debates about how effective those traditional spots are.Although many spots are part of larger content marketing campaigns on social or kicking off year long marketing initiatives, the Super Bowl is typically not the place for more immersive entertainment marketing experiences.

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Responding to AdWeek’s Top Ten Trends In Branded Content Article

Tom Bannister

top 10

This week an Adweek’s article presents ten significant trends, which affect the evolution of branded content. The article is written by an executive from Twitter, so is skewed (slightly) towards the super short form/messaging variety of branded content. Again we ask the question, if a brand puts out a message on Twitter, isn’t that really just marketing/advertising/messaging? Isn’t a 140 character tweet just a branded message and unless it points to something bigger does it really need the epithet “branded content”. The same goes for the article’s second point (“Brands Will Create Personalized Content At Scale”), does giving out Pharrell’s signature to fans really necessitate the heady term ‘branded content’, why don’t we just call it celebrity marketing?

Here are additional thoughts to go along with a couple of the ten items:

Social stars will shine brighter: There’s no doubt that social media and YouTube stars are currently in vogue with large audiences, which drive social engagement better than most. Yet those same stars are super protective of messaging those audiences with advertising, as they understand that there is a limit to how much that audience will accept. Social media audiences are less aspirational and more about the audience believing they have a relationship with the star in question. They don’t want to be sold to by their friends unless it’s a brand which they already like/respect. Social media stars are often overprotective of this and more at the mercy of their audience’s demands than traditional celebrities.

Content Will Be Conversion Driven: This is a key point for the future of branded entertainment. In the past brand advertising has been put on a pedestal and direct sales/marketing regulated to second position or “below the line”. Yet with the continuing emergence of digital and big data, using branded entertainment to profile and convert your audience to a purchase is becoming increasingly important. The reason why so few branded entertainment initiatives go beyond a first ‘season’ or ‘initial campaign’ is because it’s so hard to prove their revenue generation. When a hit TV show gets to three seasons the studio knows exactly how much revenue that show is generating and understands how much to invest into it in the future. By building CRM, data, audience tracking/analysis and sales conversion into branded entertainment, we can start to highlight its revenue potential, leading to greater longer term investment by brands. A branded Formula One site or car DIY site created by a car oil brand should be building CRM into that site to convert their viewers into purchasing their oil and tracking that activity precisely.

Tying the AdWeek and AdAge pieces together does side the argument towards brands not buying creative, production, media and distribution from that same partner. MCNs or networks of stars have a disadvantage as they must persuade and manage their star’s networks for brand deals and whatever the case the brand should be thinking about how content can drive direct sales, which means owning the data around that content.

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Responding To AdAge’s ‘Branded Content’/‘Brands Have Stories Worth Sharing’ article:

An interesting article this week from AdAge.

MeUsYou

This article tackles the question of who should ‘control’ the creative production of a brand’s foray into content production. Publishers now have in-house agencies and are vying with traditional AOR’s for the creative as well as the media spend.

This article does make some important points. Namely that there is a definite conflict of interest; not only are networks more concerned for their own brands than their sponsors’ brands, but having one party provide both distribution and production, waters down a brand’s creative control, begs the question who owns the content and more often than not builds subscribers, followers and social media traction on the networks’ pages but not the brands’. Shouldn’t a brand want to own every Facebook subscriber created by a specific creative endeavor, which said brand is financing?

AdAge somewhat glosses over some of the agencies’ negatives however, which overall serves to give this piece a biased feel (its written by an agency exec). The line “agencies have a deep understanding of people and insights into what inspires human behavior” is a bit of a reach. Equally, traditional AOR’s often, just like networks, now want to own IP and underlying rights. However, the main problem with the traditional agency approach is that agencies are still very much in the mindset of creating advertising and not entertainment. How many more three minute commercials (with the sell in the first 30 seconds) will the audience take before they reject so many digital video efforts as advertising in disguise? The branded entertainment categories at advertising awards shows are stacked with these three minute long form ads.

Part of the issue is that AOR’s key value is their relationship to brands and marketers (rather their distribution or IP). That often makes them less likely to battle for the integrity of the content itself, rather than risk that brand relationship for the sake of the viewer’s experience. Creating an entertainment experience is very different to creating a commercial, which has one purpose and one purpose only. Most AOR’s are still structured to make great 30 second spots but are disadvantaged in creating watchable content in part because they have multiple layers put between brand marketing team and production (which is usually outsourced).

Furthermore AOR’s are often times afraid to collaborate with any other entities outside of the agency. A look at the film, TV and digital industries shows how true creative entertainment is best outsourced with an entire community coming into pitch their ideas and networks/studios buying their favorite ones. This open sourced, collaborative system (from ideation through production) generates the best work and is far superior to a single creative department (who have spent a bit too much time with each other), controlling the whole process. If the advertising industry really wants to create better content than the media industry it has to foster collaboration better and not seek to control every facet of the production (like they are used to with 30 second spots). Indeed this AdAge article itself really underscores the problem; by taking a swipe at network in-house agencies AOR’s highlight their dislike for collaboration and the threat often felt by having other voices in the room/cooks in the kitchen…but that’s just how great entertainment is created…!