EXCLUSIVE WHITEPAPER “ENTER THE AGE OF BRANDED CONTENT” BY BCMA
February 19, 2013
EXCLUSIVE WHITEPAPER – “ENTER THE AGE OF BRANDED CONTENT” BY BCMA
The Branded Content Marketing Association (BCMA) has explored for MIPTV-MIPCube the exact meaning of branded content and its numerous variants. This definition is put in practice through a series of best-in-class branded content initiatives developed by leading brands including MINI, Chipotle or Heineken.
http://www.my-mip.com/en/resource-centre/white-papers/branded-content-bcma/
Brand Entertainment Contents Summit (BECS)
October 26, 2012
The BCMA is proud to announce its partnership with the Brand Entertainment & Contents Summit (BECS).
The 1st edition of the BECS will be held the 12th to 14th December 2012 in the fabulous Ski resort of Crans Montana (Switzerland). Time to reach new heights!
The Brand Entertainment & Contents Summit (BECS) is the first event to house all that matters in Brand video, entertainment, music, experiential, digital, gaming and events. This unique gathering brings together agencies, advertisers, producers, publishers, media, talents and technical industries in a convivial environment allowing networking opportunities, exchanges and business.
The BECS offers high level conferences, workshops and debates by high-end experts from the Entertainment & Contents industry, an international competition recognized by the most prestigious rankings and networking moments to enhance business opportunities due to the large presence of advertisers.
Doug Scott, President, BCMA US & Chairman Ogilvy Entertainment Worldwide and Andrew Canter, President, BCMA UK Branded Content Marketing Association will hold prestigious conferences during the summit.
Other confirmed speakers include:
- - Ben SILVERMAN, CEO @ Electus
- - Mark BEECHING, CCO @ Digitas Worldwide
- - Jon KAMEN, Chairman @ Radical media
- - Peter TORTORICI, CEO @ Group M Entertainment
- - Bryan BINIAK, VP, Global Head Partner & Application Development @ Nokia
- - Jamie BYRNE, Global Head of Content Strategy @ Youtube
- - Olivier GERS, CEO @ Endemol Brands Worldwide
- - Maria Luisa FRANCOLI, Global CEO @ MPG & Havas North America
The Summit will centre around a global competition showcasing the very best creative of the sector. If you think your campaign meets the mark, REGISTER NOW!
Have a look at the Brand Entertainment & Contents Cristal competition rules and enter your campaigns online.
Deadline for entries: 26 October 2012
We hope to see you there for what looks set to be an excellent summit.
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/
MIPCOM – October 2010
September 29, 2010
BCMA takes latest case studies to MIPCOM VIP Branded Entertainment summit.35% discount for BCMA members on MIPCOM accreditation on a first come basis – don’t miss out!For more information, members should contact Alison Knight.
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.”
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
BCMA demos branded content metrics at MIPTV
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 aknight@thebcma.info
Branded Content measurable at last
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 acanter@thebcma.info
