Project Management

...........................AN INTRODUCTION

...........................

BRANDED CONTENT ............................

.......................................PREPARED BY RIGHT ANGLE

....................................................

MAY 2009.............

CONTENTS

TEN MINUTES

Trends and Insights Branded Content What it is

What it isn’t

Some Examples

The Bigger Picture

DOs and DON’Ts

................................TRENDS AND INSIGHTS

................................

PREPARED BY RIGHT ANGLE.......................................

.............MAY 2009

.............

TRENDS AND INSIGHTS

ONLINE OXYGEN

“The internet is no longer just a source of information. It is increasingly important to our view of self.”

TRENDS AND INSIGHTS

THE FEMALE WEB

“The fact that there are now more women then men online heralds in a new era. Embrace dialogue, be honest, creative and subtle.”

TRENDS AND INSIGHTS

TWINSUMING AND GRANULATION

“Consumers increasingly connect to taste twins (their peers) when making commercial decisions, rather than rely on traditional advertising.”

TRENDS AND INSIGHTS

ONLINE SOURCING

“Consumers control how they experience the web and increasingly make decisions from the screen.”

...........................BRANDED CONTENT

...........................

BRANDED CONTENT

WHAT IS IT?

“Simply put, branded content covers any project where the money goes directly into the production of the content.”

BRANDED CONTENT

WHY IS IT HAPPENING?

“Multiple channels, new technologies, a less attentive consumer have made interruptive connection with consumers more and more difficult, the old collision-model of advertising is becoming increasingly anachronistic.”

BRANDED CONTENT

WHAT IT ISN’T?

“Sadly the days of innocent product placement are over.”

BRANDED CONTENT

POTENT FORMS

Sex and the City

Winner of Brandchannel’s

‘Film Whore Award’

BRANDED CONTENT

POTENT FORMS

Kate Modern (UK)Model Live (US)

BRANDED CONTENT

SOFT FORMS

Dazed & Confused Twitter Views

BRANDED CONTENT

SOFT FORMS

The Ford Forums

..............................THE BIGGER PICTURE

..............................

BRANDED CONTENT

WHAT IS THIS REALLY ABOUT?

“Take the exact definition of ‘branded content’ out of the equation and what we are talking about collaboration between publisher, media agency and client to produce content that is of value for the consumer.”

.....................DON’T AND DO

.....................

BRANDED CONTENT

DON’T

1. DON’T fall in love with technology

BRANDED CONTENT

DON’T

1. DON’T fall in love with technology2. DON’T imagine TV on the internet

BRANDED CONTENT

DON’T

1. DON’T fall in love with technology2. DON’T imagine TV on the internet3. DON’T presume all eyeballs and publications are created equal

BRANDED CONTENT

DO

1. DO be honest

BRANDED CONTENT

DO

1. DO be honest2. DO create pieces of conversational currency

BRANDED CONTENT

DO

1. DO be honest2. DO create pieces of conversational currency3. DO use your publishers

Project Management