Branded content: kies de vorm die bij je merk past
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Transcript of Branded content: kies de vorm die bij je merk past
Branded Content Marc Stubbé CCO Sanoma
(Branded) Content
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1. What is branded content?
2. Why do we do it and is it growing?
3. Branded content in Sanoma’s commercial strategy
4. Some tools-cases
What is branded content?
Branded content Native Advertising
Native Advertising
Native advertising is advertising that delivers
relevant content in a familiar context for the user
Branded Content The creation of, or natural integration, into
original content by a brand
Cannes Lions
Scalability (Automation)
User Engagement (Customization)
Ad
vert
isin
g (
Fo
rmat)
Co
nte
nt (M
ark
etin
g)
Native
Advertising
Matrix
Effective
Contextual
Advertising Branded Content
Advertorials Sponsored Texts
© 2013 DraganVaragic.com
Why branded content?
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Good native advertising is:
Delivered to the user in
the form of content
Not disruptive
Relevant to the user
And native advertising
is NOT:
Traditional banner or
display ads
Automatic
Native
advertising
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Wees relevant, informatief & actueel
Zorg voor nieuwswaarde
Duidelijk en overzichtelijk weergeven
Niet te commercieel karakter
Om de merkherkenning te optimaliseren is het aan
te raden het merk in de eerste alinea te noemen
Kort en bondig
To the point: "what's in it for me"
Nieuwswaarde relatief belangrijk
Geef tips en adviezen
Mogelijkheid voor meer informatie door intensief
leesgedrag
Kop moet maximaal triggeren vanwege lagere
bezoekfrequentie
Bied uitgebreide en rijke content aan
(bijv video, games)
Zorg voor interactie
Maak boodschap persoonlijk relevant
Algemeen Smartphone
PC, laptop Tablet
Branded Content Onderzoek Sanoma 2012
Positieve waardering Branded Content
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Deze pagina is gemaakt om mij
producten te verkopen
Deze pagina is gemaakt om mij te
vermaken
Print: Advertentie 85% 36%
Print: Branded Content 83% 50%
Online: Rectangle 78% 37%
Online: Branded Content 74% 61%
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1. Positive
2. Emotion or arousal
3. Create social currency
4. memory-inducing trigger
5. headlines
6. Quality of the story -informative
BPP
Upworthy
Buzzfeed
Succesfull content rules
Bron: onderzoek Sanoma / mediatest 2012
The added value of branded content
Trustworthy and
reliable
Great
entertainment
value
Consumers
enjoy reading it
The brand
consideration
grows
Brand
awareness is the
basis for
effective
branded content
Branded Content Consument centraal
Relevantie, verrijking , subtiliteit
Branded content and commercial strategy
Sanoma?
From
Space to
Solutions
20
Improved advertising
(tools, ROI)
Content marketing
Partnerships
AIDA
Domain solutions
Effectiveness and efficiency
Owned and earned media
services
Direct Stakeholder in (sales) results
advertiser
Build infrastructure for
demand and supply
Categories of Solutions
1 2 3 4
Content
Data
Insights
Infrastructure
Platforms
Solutions
Improved advertising
(tools, ROI)
Content marketing
Partnerships
AIDA
Domain solutions
Categories of solutions
Contextual advertising Ondernemersplein.nl
e.On
Histor
Etos
McDonald’s
Leef.nl
Langlevejehuis.nl
1 2 3 4
Branded Content
Tools & Examples
Content
Marketing:
Intelligent
Content
Integratie
Sanoma: Supports
Provides content
Takes care of external
placement incl. social
Cost efficient content
Extention of external
organisation towards
editorial office
Create Content
Content library
Distribute Content
Archive Content
Re-use Content
Content
Marketing:
Intelligent
Content
Platform
1. Dynamic
Content Platform
2. Data
3. Distribution
Goal:
Right message
Right moment
Right receiver
SOCIO-DEMO NAWT
BUY DRIVING
PROFILE CUSTOMER DATABASE
INTELLIGENT CONTENT PLATFORM
READ
CLICK
BEHAVIOUR
SHARE
ENRICH PROFILE
Content
Marketing:
Intelligent
Content
Platform
Cases
Case: Histor Challenge: Creating brand activation
Case: Histor
Solution in 4 stages:
1) Call: make this cupboard unique. Influencers /
bloggers played important role
2) Judging: a jury with the editor in chief from
101 woonideeën judged 2000 applications.
3) Event: the cupboards where painted in Piet
Hein Eek’s studio
4) Reporting: in Grazia, Marieclaire, vtwonen,
101 WI, Athome, adding a mini booklet, 10
how-to video’s
Results:
a lot of buzz through the influencers,
activation: 2000 applications, generating
earned media and a lot of content
Case: Etos Challenge: Becoming top of mind when it comes to babies
Case: Etos
Solution:
Being part of the Customer Journey of first
time mums through a catalogue
Together with advertisers
Discountcoupons for mums
Distribution:
This spring in store
And part of the Ouders van NU babybox
Case: McDonald’s
Challenge:
Change perception of food quality and
origin
Case: McDonald’s
Solution:
Mums of Holland are watching McDonald’s and
search for the answers the questions other mums
have. At farmers, in the kitchen etc.
They tell their story.
Results:
Stories where published in print and online
media.
Libelle Nieuwscafe event on the topic of
quality and origin of food.
Challenge:
Inspire and inform small businesses
Case: Kamer van koophandel
Case: Kamer van Koophandel
Solution:
an online inspiration platform, available for
tablets, smartphones and desktops
Results:
Offers inspiration
Connects
Creates traffic to Ondernemersplein.nl
Challenge:
creating ambassadors
and customer loyality
Case: E.ON
Case: E.ON
Solution:
- E.ON magazine print: the backbone of
the formula
- E.ON magazine digital
- E.ON magazine newsletter
Case: e.ON
Results:
E.ON magazine
- satified customers, score 7,3
- reading penetration 57%
- 67,9% feels a connection with E.ON because of
magazine
E.ON magazine digital
- reuse of content from the print magazine
- archivefunction
- positive effect on SEO and traffic on eon.nl
E.ON magazine newsletter
- 10.000 visitors every edition, 4 times above
benchmark
- open rate: 57,5%
- click through rate: 15,7%
Challenge:
Fulfilling the need of consumers to buy and
get advise on healtcare products online
Case: Leef.nl
Case: leef.nl
Solution:
A content and e-commerce platform
A magazine
Newsletters
Case: leef.nl
Contextual advertising
Case: leef.nl
Contextual advertising
Challenge:
Owning subject sustainable living
Case: Langlevejehuis.nl
Case: langlevejehuis.nl
Solution:
Dialogue platform
with tailormade possibilities
for commercial partners
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