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Features
By Andrew Canter, CEO of contentworx & BCMA Head of Research.
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This is now even more apparent with the explosion of available content through Internet broadband and IPTV services. This rapidly changing landscape can be a daunting prospect for even the most experienced marketing chiefs in control of millions of pounds of investment for their cherished brands. Brands are under increasing pressure to ensure their advertising is relevant to their target market and that the message cuts through all the competitive noise and clutter out there.
This is a huge challenge given the shift in consumer habits we have seen in recent times. In this multi-media, multi-platform, multi-device world, consumers have become increasingly elusive. They demand that brands ‘speak’ to them with respect and empathise totally with their situation, whatever that may be. This can be a particularly difficult challenge for some brands. Since the invention a few years ago of the hard drive personal video recorder, PVR, the effectiveness of TV advertising has been questioned more closely. In the case of the Sky+ PVR, commercial breaks can be forwarded at 30 times normal speed meaning that a 30s commercial lasts for a measly 1s in the consumer’s mind. How effective can that ad be for the brand?
There have been many studies that have looked to quantify the impact of this new technology on advertising effectiveness but the results to date have been less than conclusive. What is clear is that viewing habits have dramatically changed and that will continue. This technological revolution is also continuing at pace. There are already plans to introduce PVR type players for digital radio. The major broadcasters, namely ITV, Channel 4, Five and Sky are all launching catch-up or video on-demand services that allow viewers to watch their favourite programmes through the PC via broadband Internet.
This includes being able to pay to view programmes or series before they air on normal TV and downloading exclusive content that cannot be accessed anywhere else. For some brands this can be a real headache, presenting some serious issues for the marketing fraternity. How can we engage with our consumers in this new world? Should we radically change the way we advertise to consumers? What is the best way to show we understand our consumers’ needs? Of course millions of pounds are spent on research into what con-sumers want but it is clear that the majority of brands have stuck with traditional types of advertising over the past few years, which have not kept pace with the changes in consumer behaviour. So what should brands do? We firmly believe that they should use branded content as a key element to their marketing strategy.
The Branded Content Marketing Association’s, BCMA, definition of branded content is ideas that bring entertainment value to brands and that integrate brands into entertainment. Brands must adapt and evolve to the changing consumer and media landscape. They need to engage their customers in a different way which embraces the available technology. It is also imperative that any branded content activity is a key part of the marketing plan and fully integrated into any other planned activity. Creating brand entertainment based on the things that really matter, consumers volunteer their attention. It is the move from interruption to attraction and in turn a much more rewarding experience for the consumer. By taking this approach, brands will achieve significant stand-out from the clutter and differentiation from their competition.
There are many great examples of successful branded content campaigns. These have made a demonstrable difference to the brands involved who have taken the decision to harness the power of content and fully exploit it for the brands’ benefit. Recent examples of branded content activity include Audi TV, BMW Films, T-Mobile Transmission, Orange Playlist, Absolute (vodka) Kravitz, Bacardi B-Lounge, Levis Ones To Watch, Pepsimax Download Show, Guardian Sports Show, Gillette World of Sport, Red Bull Flugtag, Carling Music Events, Bupa Health Show, Nokia Fashion House, Heinz Dinner Doctors and B&Q DIY Show.
The true measure of success is that the vast majority of these brands are continuing to use branded content as a key part of their marketing strategies but they are doing it on a larger scale.
