TOP GUN BRANDED CONTENT @adrimedia e of Top Gun, sales of the Ray-Ban Aviator 3025 rose by 40%. However, that was just pro hat took advantage of the movie was a very different one…
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TOP GUN BRANDED CONTENT - ESCP talk "Brands vs Publishers: the race to leverage content"
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1. TOP GUN BRANDED CONTENT @adrimedia After the release of Top
Gun, sales of the Ray-Ban Aviator 3025 rose by 40%. However, that
was just product placement; the real brand that took advantage of
the movie was a very different one
2. The US Air Force! And this is the first result you get when
googling Top Gun meaning. We talk a lot about branded content these
days, but why? Is that because people are tired of traditional
ads?
3. IS MARKETING BROKEN?
http://www.havasmedia.com/press/press-releases/2015/top-scoring-meaningful-brands-enjoy-a-share-of-wallet-46-per-
cent-higher-than-low-performers
4. THATS WHAT DIGITAL IS FOR, RIGHT?
https://www.linkedin.com/pulse/google-admits-56-banner-ads-human-can-see-moey-shawash
5. THATS STILL 44% OPEN TO OUR PRODUCTS!
http://blog.pagefair.com/2014/adblocking-report/
6. YEAH BUT WE STILL HAVE MOBILE Google makes more than 90
percent of its revenue from online advertising. Given that people
dont see half of the banners they serve, are blocking away the rest
and apple is kicking them out of OS devices, Id be worried if I
were them!
7. SO NOW WHAT?
http://www.warc.com/Content/News/N32933_Consumers_welcome_brand_content_.content?PUB=Warc%20News&CID
=N32933&ID=d2aa02d7-a763-4a85-86f8-a92333ceee36&q=content&qr=
8. BRAND CONTENT MUST BE THE ANSWER THEN
9. WHO DOES CONTENT BEST? Creative agencies? Media agencies? PR
companies? Brand owners?
10. ACCORDING TO THEM: NONE
11. SO, SHOULD ADVERTISING COMPANIES DO CONTENT OR CONTENT
COMPANIES DO ADVERTISING?
12. ADVERTISING IS LIKE ARCHITECTURE Some of it is beautiful,
some of it is terrible, but the reality is that for the most part
its undistinguishable blocks of grayness that dont stand out and
nobody actually sees (or cares about)
13. (GOOD) ADVERTISING IS HARD Doing ads is difficult. This is
an admittedly extreme example of an ad run by American insurance
company Nationwide during the 2015 Super Bowl.
https://www.youtube.com/watch?v=dKUy-tfrIHY
14. (GOOD) ADVERTISING IS HARD The results: the ad became a
meme online (and the brand was mocked ad infinitum) and a few
months later the marketer responsible for the campaign lost his
job
15. BUT GOOD CONTENT IS HARD TOO! Putting nipples on a batsuit
killed Batman for a decade, Playboy had to kill NSFW content if
they wanted to get any online traffic at all, Warners failed with
the spin-off to the most successful TV sitcom ever and Madonna
proved Etna from The Incredibles right when she said never wear
capes.
16. WHAT BRANDS WANT Awareness Consideration Brand attribution
Sales WHAT CONTENT IS ABOUT Entertainment Story Ratings Tickets The
challenge with branded content is that it needs to make two very
different worlds coexist.
17. WHAT IS THE FUNDAMENTAL OBJECTIVE OF ADVERTISING? TO
INCREASE SALEABILITY.
18. ENTERTAINSELL POLAR OPPOSITES? A person who wants to sell
you something is not necessarily someone you want to spend time
with; you would not go for drinks with the guy who is trying to
sell you a vacuum cleaner!
19. THE MOST LIKELY OUTCOME BRANDS SELL PUBLISHERS
ENTERTAIN
20. ONE BIG DIFFERENCE AVERAGE ADVERTISING IS EASIER TO GET
AWAY WITH THAN AVERAGE CONTENT Through the sheer force of
sufficient media buying it is relatively easy to move the needle on
metrics like brand awareness or attribution.
21. THE REASON IS THAT THEY WORK IN OPPOSITE WAYS AD CONTEN T
Advertising is a push model while content is a pull model
22. IT IS EASIER TO BE INTERRUPTIVE THAN INTERESTING This is
hardly news for anyone whos been in a bar on a Saturday night
23. WHEN DOES ADVERTISING BECOME CONTENT? EARNED REACH >
PAID REACH When given a certain level of media investment an ad
overperforms (it reaches more people, it is shared more often,
etc.) this means that consumers like it, share it with their
friends. It becomes content on its own right
24. GOOD BRANDED CONTENT IS CONTENT YOU WOULD WATCH IN SPITE OF
THE BRAND (This is a provocation, but I quite like it as an
approximation to a definition). Your thoughts?