Follow theBCMA on Twitter
March 16, 2011
You can now follow the BCMA on Twitter…https://twitter.com/theBCMA
BCMA @ MIP TV Schedule
March 16, 2011
Branded Entertainment Summit: Branding the future
Ad agencies, brands, producers, broadcasters and digital players come together to delve into major developments shaping branded content (sponsored by Ogilvy and organised in association with BCMA)
Download the schedule here… http://www.mipworld.com/en/miptv/conferences-and-events/branded-entertainment/
Launch of BCMA placementmonitor
March 9, 2011
To ensure continued accountability of branded content and product placement, the BCMA is launching a measurement tool for demonstrating the effectiveness of product placement. BCMA placementmonitor has been developed with leading research company Ipsos and is launching at MIPTV
BCMA at MIPTV 2011
February 10, 2011
We are delighted to inform you of the special discount of up to 50%* we can offer BCMA members wanting to attend the forthcoming MIPTV between 4th and 7th April 2011 for full acreditation.More exciting news to follow about BCMA events at MIPTV 2011.Please email info@thebcma.info for more details
* terms and conditions apply
BCMA writes new golden rules for successful Branded Content
May 14, 2010
The BCMA (Branded Content Marketing Association) has published the new Golden Rules for successful branded content. This has been made possible by the completion of the first two ContentMonitor case studies.ContentMonitor was developed by contentworx on behalf of the BCMA with OTX and Pointlogic, leading companies in the area of advertising and planning research and is suitable for all sizes of campaign. BCMA has cross-industry support to provide measurement for all forms of branded content activity through the ContentMonitor system which can be used globally.ContentMonitor has finally proven categorically that branded content outperforms more traditional forms of advertising. However, it has also shown that when branded content is used together with traditional advertising in the right combination it dramatically increases the power of the branded content.The new Golden Rules are as follows:-
N.B. As more ContentMonitor studies are conducted we will be adding to this list.The first case study was commissioned by ITV, the UK’s leading commercial broadcaster. It was to evaluate the new children’s factual show, Farm Camp which follows the exploits of nine children as they embark on a unique adventure of discovery – swapping their city lives for country living to follow the real life story of just where the food comes from. The show was funded by Morrisons supermarket to support their Let’s Grow initiative and the campaign was tailored to both parents and kids. We analysed four elements, programme, promotional trailers, website and press ads.After just one exposure to the programme around 80% either liked the show ‘a lot’ or ‘a little’ which ranks highly compared with other benchmarks. For the first time we were able to measure the effect of each individual element of the campaign which identified which impacted most positively on the target audience. We were also able to measure how different combinations of campaign worked together, e.g. Of those in the test group who saw one episode of Farm Camp their association of Morrisons with the Let’s Grow initiative increased by 24% compared to those in the control cell. When all three elements are analysed together, this increases to 37%.Our second case study couldn’t have been more different and demonstrating the flexibility of the ContentMonitor. It was to evaluate HSBC’s campaign targeted at high net worth individuals, so a pretty select target audience. The activity included short 2-minute TV vignette titled “Alternative Investing” broadcast on CNBC in editorial time and a branded guide of the same name online. Research was conducted in four key markets, UK, New York, Hong Kong and Brazil.The results were extremely strong with between two thirds and three quarters of the test group recording positive reactions to the branded content, with 67% saying “I’d like to see more of this type of thing in future”. When you consider each member of this selective target group has liquid assets in excess of £1million, these are pretty impressive results.Perhaps one of the key lessons we have learned from the case studies is the proof that branded content can set you apart from your competitors. Although we may have suspected this in the past, we can now finally prove that HSBC’s branded content strategy and execution has led to them taking a significant leap ahead of their closest rival which can be directly attributed to the content strategy. This can all be included in the ROI calculation and presented to the management team and stakeholders across the company.Sarah Messer, ITV’s Head of Commercial Research, Central Strategy said: “The ContentMonitor study that we conducted into Morrison’s AFP Farm Camp, has given ITV a deeper understanding of how to develop branded content projects & has shown us that the support media for the content is critical to ensure maximum benefit for the brand. We recognise that the ContentMonitor methodology is a sophisticated & unique way of isolating the individual elements that make up a branded content campaign.”Andrew Canter, BCMA’s Managing Director and CEO of contentworx said, “We are thrilled to have these two great case studies to kick start the process of ensuring the ContentMonitor becomes the industry standard and universally accepted measurement technique for branded content. ContentMonitor has finally given us the evidence the industry desperately needed that branded content is an extremely powerful marketing solution and will continue to grow in popularity. Importantly it gives marketers the accountability and decision support system they require to sign off branded content campaigns.”
Branded content case studies “prove” effectiveness – Marketing Week article
May 6, 2010
One of the UK’s leading marketing titles, Marketing Week has published an article about the new ContentMonitor system, previously called Bces. Read the article in full here
BCMA releases first ContentMonitor case studies
April 27, 2010
The BCMA (Branded Content Marketing Association) has published the new Golden Rules for successful branded content. This has been made possible by the completion of the first two ContentMonitor case studies.ContentMonitor was developed by contentworx on behalf of the BCMA with OTX and Pointlogic, leading companies in the area of advertising and planning research and is suitable for all sizes of campaign. BCMA has cross-industry support to provide measurement for all forms of branded content activity through ContentMonitor which can be used globally.Monitor Monitor has finally proven categorically that branded content outperforms more traditional forms of advertising. However, it has also shown that when branded content is used together with traditional advertising in the right combination it dramatically increases the power of the branded content.See a summary of the case studies here ContentMonitor summary
New BCMA ContentMonitor Measurement Tool
April 27, 2010
The BCMA’s new branded content evaluation system – ContentMonitor – has been described as “The Golden Ticket” for the branded content business by a leading global media owner
ContentMonitor Well Received at MIPTV
April 26, 2010
ContentMonitor (previously called Bces), the BCMA’s new measurement tool, was extremely well received at the Branded Content Breakfast event hosted by the BCMA at MIPTV in the Palais des Festivals, Cannes.This has enabled the BCMA to publish the New Rules for what makes branded content successful. For the first time we categorically proved that branded content was more effective than traditional advertising, however, when used together it was much more powerful. We also proved that effective use of branded content put brands way ahead of their competitors on a number of positive brand metrics and was seen as an extremely effective way to reach their customers. Full presentation available to BCMA members.See full coverage from MIP Daily News article here
