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.
