March 2, 2011
The ability to tell stories is about to get better.This week product placement becomes a reality for UK producers and audiences. After years of lobbying, Ofcom is to change the rules that have prevented producers and advertisers working together to put products into the story.This is one of the most important changes in editorial trends of recent years. A decade ago, TV companies like Endemol ushered in new business models that became a central part of the storytelling. Phone voting began as an uncomfortable addendum to the factual entertainment format, but egging the audience into making decisions quickly became as essential to the experience as the ensemble choir or the 8 year-old acrobat. And not just because it made money, but because editorial democracy was a sign of the times.(I’ve written about Simon Cowell’s business brains in previous posts.)Now that Ofcom has opened the door I predict the follow course of events over the coming 24 months:
Editorial practitioners who cut their teeth on the uneasy contract between advertisers and broadcasting tend to feel the relationship is a dance with the devil. But consider Wiggin/EMR’s research in 2010 that demonstrated 48% of Facebook users have also ‘friended’ one or more brands, and that 29% of these people do so to provide support to the brand.That means: of 23m active Facebook users in the UK, 3m identify so strongly with brands that they want to be friends.Anyone fancy making a show about that?At this point, when audience engagement has actually been improved by the placement of brands in the content, revenue considerations will sit side-by-side with editorial needs.
March 15, 2010
35% registration discount for the first 30 BCMA members to sign upThe BCMA will be hosting a ‘branded content breakfast’ at MIPTV, the world’s largest gathering in TV and digital media. MIPTV runs Monday 12 – Friday 16 April in Cannes, France.
The BCMA Branded Content Breakfast will be held from 08:30 to 09:30 on Wednesday April 14, 2010 at La Verriere Grand Auditorium, Level 1, Level, Palais des Festivals.The breakfast will be introduced by Crispin Reed from Brandhouse who will open with a short talk on research into brand emotions. BCMA managing director Andrew Canter will then present findings and progress from two of the case studies of the industry standard – ContentMonitor – a new branded content evaluation system.For more about MIPTV, see www.miptv.com
For more information email email@example.com
January 4, 2010
“Branded content is a growing part of TV’s business and it is vital that we can understand its contribution to a brand’s campaign objectives. As such, we fully support the BCMA in developing a universally accepted methodology to evaluate the contribution of branded content campaigns” - David Brennan, Research & Strategy Director, ThinkBox
The BCMA is constantly striving to provide fresh research and insight into the field of branded content. With the recent launch of the ContentMonitor, a branded content evaluation system, members are entitled to a significant discount on research projects and indepth access to case studies. ContentMonitor is an essential tool for media agencies, creative agencies, PR agencies, production companies and media owners for planning and evaluating branded content campaigns.It gives marketers an in-depth insight into:
For more information contact firstname.lastname@example.org
Filed under Content Monitor