THE THREE AGES OF BRANDED CONTENTRUPERT BRITTONCREATIVE & STRATEGY DIRECTOR, LIQUIDTHREAD

6TH FEBRUARY 2014

“THE THINGS THAT ARE HELD OR INCLUDED IN SOMETHING”

OXFORD DICTIONARY

‘CONTENT’

THE RESURGENCE OF BRANDED VIDEO

THREE AGES OF BRANDED VIDEO CONTENT

1. THE SOAP

(1950-60s)

2. BROADBAND BRAVADO

(2000s)

3.COMMODOTISATION OF CONTENT(PRESENT)

THE AGE OF THE SOAP OPERA

1937-2009

‘BLURRING THE LINES BETWEEN WHAT CONSTITUES ADVERTISING AND PROGRAMMING’

TEXACO STAR THEATER(US 1950s)

JIM’S INN(UK 1960s)

ENTERTAINMENT & AUTHENTICITY ARE KEY “I’m not sure what’s branded and

what’s non-branded entertainment anymore. At the end of the day, it’s entertainment. You have to play by the rules of the audience, and they want to watch something engaging on an emotional level.

Authenticity is the key because if it isn’t there, the consumer will call you on it.”

WERNER BRELLRED BULL MEDIA

THE SECOND AGE: BROADBAND BRAVADO

BUD.TV (2007-2009)

BMW’s THE HIRE

(2001 & 2002)

THE THIRD AGE: THE COMMODITISATION OF CONTENT

KEPT AFLOAT BY PAID

NATURAL / NATIVE VIEWS

BRANDED VIDEO A

BRANDED VIDEO A

BRANDED VIDEO B

CONTENT DECONTAMINATES PAID FOR ADVERTISING

“NOWADAYS PEOPLE KNOW THE PRICE OF EVERYTHING AND THE VALUE OF NOTHING”

OSCAR WILDE

STORYTELLING

BLENDING BRAND NEEDS WITH AUDIENCE DEMANDS

DATA DRIVEN

UNDERPINNING CONTENT STRATEGIES THROUGH DATA & ANALYTICS

LIQUIDTHREAD 2.0

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