Monthly Archives: October 2012

HNW Discusses Why Content-Based Campaigns Rule ROI

Branded entertainment programs have seen a sharp increase over the past year, but many are still missing a focus on metrics.  While branded content is still securing its place in every brand’s marketing mix, the ability to demonstrate proof of concept via ROI is accelerating its importance.  Now that we are living in a media-meshing society and shifting our focus away from pure impression-based measures towards effectiveness, content-led programs are demonstrating that they are an extremely effective and valuable element of every marketer’s toolkit.

According to OgilvyEntertainment’s Abby Marks, Director of Operations, “interactivity has evolved the conversation beyond bigger and bigger numbers”, meaning that real audience engagement has become far more important than reach, particularly amidst a Worldwide Web of clutter and bombardment.  For further proof, be sure to read the article and check out the following statistics from HNW:

Industry News 10.29.12

OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.

Read Making magic, using logic: the Ogilvy Branded Entertainment Assessment ModelTM.

BRANDED ENTERTAINMENT

BEF’12: “Transparency is everything” realscreen 10.25.12 When it comes to defining branded entertainment, for those of us not intricately involved in the process of content production, it seems rather obvious. Branded entertainment is content that is partially or fully funded by a brand which features that brand, or its messaging, somehow throughout.

Starwood Promotes Brand Experience and Innovation brandchannel 10.23.12 When 12-year-old Claudia Kincaid and her 9-year-old brother Jamie decide to run away in 1967’s The Mixed-Up Files of Mrs. Basil E. Frankweiler, they head off to New York City’s Metropolitan Museum of Art, where they sleep in a big, antique bed and they make money from the coins tourists throw into the fountains.

How To Create Breakthrough Branded Web Content Forbes 10.21.12 Over the last few years, brands and agencies have increased their focus on branded content in an attempt to better connect and engage with the consumer. Digital video has paved the way for these opportunities, allowing brands to truly become content creators at reasonable price points with new avenues for distribution.

 

NYTVF Brand Connect Links Marketers To TV Development Projects Media Post Publications 10.19.12 The 7-year-old New York Television Festival is looking to get marketers more involved at the early stages of the TV development cycle — possibly as branded entertainment partners, equity partners or more. With sports and marketing company Insignia Sports & Entertainment group, it is starting up NYTVF Brand Connect, where brands and ad agencies will have an opportunity to participate in early-stage television and digital project/pilot development. Efforts will appear at the festival.

ADVERTISING 

Prices for ‘Walking Dead’ Ad Packages Topping Many Broadcast Commercials AdAge 10.25.12 The friendly family that has made ABC’s “Modern Family” so successful could soon fall prey to rampaging hordes of flesh-eating zombies. The cost of ad packages for the third season of AMC’s “The Walking Dead” — a dark, violent series about survivors making their way against hordes of zombies in a surreal, post-apocalyptic tableau — hovered between $200,000 and $260,000 earlier in the year, according to two media buyers.

Rumors are Apple’s secret weapon SFGate 10.24.12 On Tuesday, Apple will make an announcement that will probably shake the gadget world. Most Apple-watchers believe the company will release a miniature iPad. But Apple could introduce a MacBook Pro with a sharper screen. Or a more powerful Mac Mini. Or some combination of the three. Or none of them.

TV ratings don’t dictate commercial prices, Ad Age survey says LA Times 10.22.12 The most-watched TV drama is ”NCIS” on CBS. The biggest comedy is ”The Big Bang Theory,” also on CBS. So those shows should be the most expensive to advertise on, right? Wrong! Advertising Age has come out with its annual look at what commercials cost on broadcast TV shows.

ENTERTAINMENT

CBS, Yahoo! Re-Branding ‘The Insider’ as ‘omg! Insider,’ Add Interactive Components Lost Remote 10.23.12 CBS Television Distribution and Yahoo! are re-branding syndicated entertainment news show “The Insider” as “omg! Insider,” and adding a number of interactive elements to the program. Hosts Kevin Frazier and Brooke Anderson will stay on, but they will also be joined by Yahoo! talent like Kristin Aldridge and Michael Yo.

Pregame Super Bowl Clips Drive Social Views, Engagement Media Post Publications 10.23.12 As marketers plan their strategies around their Super Bowl ads, research from Visible Measures suggests distributing clips or some other teaser videos online before the game can build engagement significantly. That finding dovetails with marketers’ efforts to increasingly discover ways to use social media to give their ads life before and after the 30 seconds in the game. 

Digital Movies Gaining In Popularity Media Post Publications 10.22.12 Say goodbye to DVDs … someday. According to new research from Mintel, digital downloads, subscription streaming and video-on-demand sales of movies will increase tenfold during the 10-year period of 2007 and 2017, having already quadrupled from $1.3 billion to $5.5 billion between 2007 and 2012.

 

MEDIA & TECH

Search Marketers Find Social Awareness In Gen Y Media Post Publications 10.24.12 Search marketers reaching out to consumers ages 18 to 34 may want to take a closer look at their political preferences and the characteristics that support their beliefs. New research from The Intelligence Group found that members of Generation Y plan to cast a vote for president based on who will make the world better, while 27% will base their vote on who they think will improve their personal situation.

Bravo studies viewing habits of ‘multi-screeners’ realscreen 10.23.12 U.S. cable net Bravo has unveiled a research study that found viewers are less likely to skip through commercials if they watch television while using other devices, such as smartphones, tablets and laptops. Conducted in partnership with Latitude Research, “Deconstructing the Multi-Screener” is based on an online survey of more than 1,000 consumers aged between 18 and 54, as well as a qualitative study in which 112 people in Boston and Los Angeles were observed as they watched television with and without time-shifting capabilities while using their smartphones, tablets and laptops in a simulated living room.

Peter Fasano Heads Up Social@Ogilvy Atlanta Hispanic Business 10.23.12 Social@Ogilvy, a recently launched Ogilvy & Mather practice connecting the agency’s social media experts globally to deliver solutions across all areas of business, has appointed Peter Fasano as senior vice president and head of Social@Ogilvy Atlanta. Reporting to Ogilvy Public Relations (Ogilvy PR) Atlanta Managing Director Mickey Nall, Fasano leads a growing team dedicated to developing and implementing cutting-edge social business strategies and solutions for clients.

Episode 14 of Horizons Coming This Weekend to BBC World News

Don’t miss this week’s new episode of Horizons, where presenter Adam Shaw travels to the UK and Brazil to explore innovations that could make the construction industry more efficient and more environmentally friendly. Sponsored by DuPont, Horizons is developed independently by BBC World News. The television series is part of The Horizons Project, a comprehensive branded content platform developed by OgilvyEntertainment, which aims to reinforce DuPont as a scientific thought leader amongst business decision makers. The Horizons television series airs on BBC World News on Friday at 9:30pm, Saturday at 4:30am, and Sunday at 10:30am and 4:30pm ET.

You won’t want to miss this week’s featured DuPont Story of Inclusive Innovation, “Designing Comfort,” which airs alongside Episode 14. The compelling mini-doc chronicles the DuPont Building Innovations unit’s collaboration with the Ronald McDonald House to provide materials that are used in the charity’s new 14-storey, 86 room building in Chicago near the new children’s Memorial Hospital, creating an energy efficient and safe environment. The mini-doc can also be viewed at YouTube.com/DuPont here.

Plus, here’s a recap of Horizons Episode 13 in case you missed it! During last week’s episode, presenters Adam Shaw and Saima Mohsin visit California, USA and Bangalore and Mumbai, India to learn how cities are dealing with the growing amount of waste being generated. Accompanying Horizons Episode 13 was the DuPont Story of Inclusive Innovation titled “The Magic of Science,” which examines how small farmers in Columbia are working closely with DuPont to use Marschall® brand rennet for cheese production. “The Magic of Science” can be viewed on Youtube.com/DuPont here.

Industry News 10.22.12

OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.

Read Making magic, using logic: the Ogilvy Branded Entertainment Assessment ModelTM.

BRANDED ENTERTAINMENT

Disney Store Revamps E-Commerce Site with Social, Personalized Video Features brandchannel 10.17.12 The redesigned website for the Disney Store is an enhanced e-commerce channel for the brand’s toys, clothes, entertainment and packaged media. “The new DisneyStore.com delivers a magical shopping experience that guests can only receive from Disney,” stated Disney EVP Paul Gainer.

BBC Renews Ogilvy, DuPont-Branded Show ‘Horizons’ Media Post Publications 10.17.12 BBC World News has renewed the TV series “Horizons,” which is based on a branded-entertainment concept originally brought to the network by WPP’s OgilvyEntertainment and client DuPont. The program is part of Ogilvy and DuPont’s The Horizons Project, a branded content platform developed by Ogilvy Entertainment designed to showcase DuPont as a scientific thought leader in the business community.

With free fall jump, Red Bull reaches for new heights in marketing Chicago Tribune 10.16.12 When Felix Baumgartner stepped off the small ledge of a space capsule for a record 24-mile plunge to earth Sunday, it represented a giant promotional leap for Red Bull, the Austrian-based energy drink maker that sponsored the event.

ADVERTISING

Advertising Jumps The Shark: Becomes Conduit For Content Media Post Publications 10.17.12 In a surprising twist for the advertising industry, the hottest new model being developed by digital ad platforms is flipping the historic model between advertising and content: Instead of editorial or entertainment content being a conduit to distribute advertising, advertising is becoming a means for distributing content.

Xbox 360 Rolls Out Internet Explorer Access Giving Brands Another Ad Channel Media Post Publications 10.16.12 Microsoft began rolling out access to Internet Explorer (IE) on the Xbox 360 entertainment systems Tuesday, giving brands a new channel to market goods and services. The browser, available through a dashboard, provides a new way to find and view Internet content via the search engine Bing on the biggest screen in the house.

Amazon Ad Model Forces Changes In Search Engine Marketing Media Post Publications 10.11.12 Google may find some merry in this year’s holiday cheer, but the tech company should expect to have fierce competition from Amazon. The ad format powering Google Shopping results, Product Listing Ads (PLAs), grew at a rate of 262% in Q3 2012 compared with the prior year, and provided 20% of Google paid-search clicks for the quarter, according to a recent Rimm-Kaufman Group (RKG) report.

ENTERTAINMENT

The real story behind “My Life is a Lifetime Movie” realscreen 10.17.12 A TV series inspired by a catchphrase uttered by exasperated and jilted women premieres on U.S. cable network Lifetime this week. My Life Is A Lifetime Movie, launching tonight (October 17) at 10 p.m. EST, mixes first-person testimonials with dramatic recreations to put a cheeky reality spin on the network’s long-running series of made-for-television movies about women in peril.

New York Comic Con a H’wood opportunity Variety 10.14.12 Over the past six years, New York Comic Con has operated in the shadows of San Diego’s own fanfest given its smaller attendance figures and the relatively lower profile of the properties showcased at NYCC. Hollywood’s marketing mavens can’t afford to ignore New York Comic Con anymore, however.

No Campaigning for Oscar Votes, but Please Add Recommendation Here NY Times Blog 10.11.12 The Academy of Motion Picture Arts and Sciences normally takes extraordinary pains to limit the process of “campaigning” for Oscar votes from its members. “Mailings that extol the merits of a film, an achievement or an individual are not permitted,” say the official Academy campaign rules. E-mails sent to Academy members by those associated with a film are similarly supposed to avoid direct promotion, beyond those polite words, “for your consideration.”

MEDIA & TECH

Ford Uses Social To Rewrite Launch Rules Media Post Publications 10.13.12 It may have taken a near-death experience, but Ford’s chief marketer says he can boil the automaker’s recent success down to two simple words: “Pilots. Scale.” That test-and-learn mantra has become the company’s rallying cry, says Jim Farley, group VP of global marketing, sales and service for Ford Motor Co., after the recession pushed it to the brink of failure.

Mobile Devices Will Become TV Media’s New Point-Of-Sale Media Post Publications 10.12.12 We may have to drop our use of the term “second screen” altogether. The construction is starting to lead to silly equations and linguistic skirmishes over which screen really is “first” in consumer’s hearts, minds and use cases. In a multi-screen world where displays are present throughout the consumer’s waking day — literally — prioritization is more a game for media executives, not the user. As behaviors for media consumption shift with these new opportunities, the target is moving almost too fluidly to identify any first-screen experience as fully discrete from the others.

Adidas transforms window shopping with digital storefront Chain Store Age 10.12.12 More and more retailers are using digital technology to enhance the physical store experience and engage customers. In the latest example, Adidas has taken window shopping to a new level with an interactive digital window concept that connects with consumers’ smartphones, making it easy to shop at any time without an app or scanning various QR codes. Consumers shopping for the latest fashion items are using time during a six-week pilot test at the Adidas NEO Label store-front in Nürnberg, Germany.

On Target: Content and Commerce

Many brands playing in the branded entertainment space do so in an experimental fashion. With minimal strategic direction or established expectations of outcomes, how is it possible to know when an experiment is successful? Because branded content is designed to reach specific consumer segments, solely relying on impressions to measure ROI just doesn’t cut it. Branded entertainment is about reaching an addressable audience. For some brands, that may be mass, but for many, it’s about real engagement with a focused audience.

We like to argue that branded entertainment can be implemented in a strategic manner, the same way any element of the marketing mix is used as a tool to drive key brand objectives. The struggle with branded entertainment is the inability to measure impact – but this can be addressed by setting goals measured by key performance indicators and strategically designing the elements of a program to capture intermediary measures against those targets.

Along this line of reasoning, it’s clear that branded entertainment can be a real driver of action, even sales. I won’t say, “I told you so”, but I pulled this line directly from our branded entertainment whitepaper launched at MIPTV in April of this year (have you read it yet? http://www.ogilvy.com/beam).

On October 2nd, Target launched Falling for You, a short film cut into three episodes that fully integrates digital commerce into the branded content experience. Directed by Emmy award-winning Director Phil Abraham (Mad Men, Sopranos), the film features Hollywood starlets Kristen Bell (Veronica Mars, Forgetting Sarah Marshall), Nia Long (Boiler Room, Fresh Prince of Bel-Air) and young talent Zachary Abel (Make It or Break It, Awkward.).

A-list talent aside, the content-led program also features a sophisticated digital interface that makes the content fully shopable and shareable – all without interrupting the content experience. That’s right, housed within the same screen, products scroll by as they appear on screen and can be saved, purchased, Tweeted, Pinned and posted to Facebook, all actions triggering an automatic pause of the content. Hello, future.

On the back-end, the brand can also directly tie action, engagement and yes, SALES, to the content with the right data capture. Win-win-win.

While there is much to celebrate in this initiative, there is still some work to be done. Between the talents of Mr. Abraham and the product placement, enlisting the talents of a great product merchandiser would have ensured that screen time for products and shots were a bit friendlier to check out the Target goods (some we never see, but are suggested for the outfits – i.e. nail polish, platform pumps). I realize this is a challenging element and entertainment was prioritized above brand products, but this close to the transaction, I would argue that playing up the brand a bit more is reasonable.

Additionally, many of Target’s products are sold through their ‘Shops’, key brands as collaborative experts for style, home and other departments. It would be great to see this brand-differentiating factor brought through the content. Otherwise, it doesn’t feel like truly “ownable” content, other than the Target logos and subtle references to Minneapolis.

All in all, big kudos to Target, Space150 and Olson.