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Do Brands Have the Talent for Showbiz?
Mediamix Ltd., June 2010, Pages: 126
Branded entertainment is the biggest topic in marketing communications right how, and those brands getting it right can boost consumer engagement.
But creating branded entertainment campaigns including viral videos, ad-funded programming, social media, games and online applications creates a whole new set of challenges for brands.
So, the publisher went, together with their research partners Thinktank International, and talked to the market practitioners, including:
- creative ad agencies
- media agencies
- digital agencies
- TV production companies
- broadcasters
- media groups
to get a comprehensive understanding of just what it is that’s driving the sector towards branded entertainment and how these movers and shakers are learning to talk to consumers in a new way.
A brand’s ability to deliver its message has weakened due to:
- Increased media fragmentation
- The rise and rise of social media
- The introduction of ad-skipping technologies
- Consumer weariness with tired old advertising formats
But new and exciting opportunities have opened up, including:
- Viral communications such as online video
- Social media campaigns via Facebook, Twitter, YouTube et al
- Mobile comms like iPhone apps
- Online applications
- Online brand channels
- Brand-supported TV programming
- Branded mobile games
- Alternate reality games
From online video to applications, social media to gaming, consumers are willing to engage with brands but they want to do it on their terms and that means getting something in return – yes, they want to be entertained.
Beyond the ad break is a 160-page report crammed with in-depth analysis of branded entertainment and its leading exponents, as well as a unique appendix containing Thinktank’s exhaustive research findings directly from the market.
If you work in:
- advertising
- marketing
- brand communications
- online branding
- digital comms
- mobile marketing
- media production
then you can’t afford to miss a report which examines just what kind of talent brands need to make it big in comms showbiz, and one which has already been read by a swathe of leading ad agencies and brands.
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