THE THREE AGES OF BRANDED CONTENT
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THE THREE AGES OF BRANDED CONTENT RUPERT BRITTON CREATIVE & STRATEGY DIRECTOR, LIQUIDTHREAD 6 FEBRUARY 2014
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THE THREE AGES OF BRANDED CONTENT. RUPERT BRITTON CREATIVE & STRATEGY DIRECTOR, LIQUIDTHREAD 6 TH FEBRUARY 2014. ‘CONTENT’. “THE THINGS THAT ARE HELD OR INCLUDED IN SOMETHING” OXFORD DICTIONARY. THE RESURGENCE OF BRANDED VIDEO. THREE AGES OF BRANDED VIDEO CONTENT. - PowerPoint PPT Presentation
Transcript of THE THREE AGES OF BRANDED CONTENT
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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