Branded entertainment is helping fuel a golden age of advertising.  Creativity and experimentation are flourishing, but they have not been informed by real data on what works and what doesn’t. This is why OgilvyEntertainment created Making magic, using logic: the Ogilvy Branded Entertainment Assessment Model™ (Ogilvy BEAM™ for short). Our very own Eddie Burns, Content Manager and co-Author of Ogilvy BEAM™, took to the digital pages of Fast Company to discuss the paper and its implications for the industry. Learn more here: http://www.fastcocreate.com/1683148/measuring-the-impact-of-branded-entertainment

We are pleased to bring you the second installment of the Ogilvy & Mather / Co.Create video series featuring Doug Scott and Brian Orlando, Marketing Director of Hellmann’s. In this segment, Doug and Brian discuss Hellmann’s early use of rich media units, which enabled the brand to deliver and syndicate content to a larger digital audience.

For a refresher on the first video, visit: http://ogilvyentertainmentblog.com/2013/05/doug-scott-and-brian-orlando-discuss-using-content-as-a-conversation-starter/. Come see us again next week for the third and final video.

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 Model^TM.

June 3rd, 2013

BRANDED ENTERTAINMENT

New York Times Is Said to Consider More Sponsored Stories AdAge 05.30.13 The New York Times Co., looking to imitate the business models used by startups such as BuzzFeed, is considering letting advertisers sponsor more stories on its website, two people with knowledge of the situation said.

Production house studies effectiveness of branded entertainment in South Africa Product Placement News 05.28.13 Branded entertainment is becoming a popular marketing approach in South Africa. Recently, Quizzical Pictures—a well-known production company in South Africa—studied if branded entertainment achieves its goals. According to the company, it does as long as the product and the entertainment are integrated well.

Ibiza’s Amnesia Nightclub Hopes Branded Content Boosts Brand, Franchise Ability brandchannel 05.27.13 “If you have a dream, and you should have a dream, you have to get behind the steering wheel and step on the gas…” So begins the third annual “season opener” video for the Matinee party at well-known Ibiza nightclub Amnesia. From there, it turns into what it would be like if the year 1990 ate a bag of shrooms and then choreographed the new Cirque du Soleil show. 

ADVERTISING

How The Sharing Economy Is Fast Changing Advertising Marketing Daily 05.30.13 Everyone’s talking about it – TIME said it’s one of ten ideas that will change the world. I strongly agree. Collaborative consumption, the sharing economy, and communal consumption are all different ways of saying that corporations are no longer in the middle of brands and their customers who love them. Businesses are not only popping up — they are becoming very popular with consumers and investors. Recently featured on the cover of Forbes, Airbnb is disrupting the hotel industry. Lyft is disrupting the taxicab business. And Wheelz is disrupting the world of car rentals.

Facebook, Pinterest, Instagram Play Catch-Up as Social Ad Battle Heats Up brandchannel 05.27.13 Twitter’s aggressive move into social advertising is causing ripples in the eco-system as online platforms increasingly takes lessons from traditional media to heart.  Facebook recently met with marketing heads from Unilever, EE, Barclay’s and Tesco to pitch the benefits of their ad products and measurement tools that will lead to increased sales, regardless of user clicks. “In the branding world, the direct connection between a page impression or a click and the actual purchase doesn’t exist,” said Brad Smallwood, Facebook’s VP analytics. “When people look at things online and then purchase things in store, it’s hard to attribute that. That’s the challenge that TV had for a while and they solved it.”

Ad Agencies See Effectiveness in Online Video E Marketer 05.22.13 The online video advertising ecosystem has gained both prominence and complexity, but that might be because buyers have found that the ads really work. A March 2013 survey of US advertising agency executives conducted by online video ad platform BrightRoll found that the vast majority of respondents (75%) said online video ads were equally or more effective than traditional TV. Nine out of 10 also thought online video ads had equal or greater impact than display ads.

We are thrilled to announce that our white paper, Making Magic, Using Logic: The Ogilvy Branded Entertainment Assessment Model (BEAM), has been recognized with a Certificate of Merit for the WPP Atticus Awards. The awards competition honors original thinking in communications and publishes excerpts from the most outstanding entries in the Atticus Journal and the World Advertising Research Center (Warc). OgilvyEntertainment’s approach to branded entertainment measurement continues to be adopted by agencies, production companies and brands around the world. To date, it has been viewed over 300,000 times on SlideShare.

If you haven’t read Ogilvy BEAM yet, now you’ve got no excuse! Read it here: www.slideshare.net/OgilvyWW/making-magic-using-logic-12262018.

This weekend, you’re invited to React to Film’s exclusive screening of How to Make Money Selling Drugs on Sunday, June 2nd. A shockingly candid examination of how a street dealer can rise to cartel lord with relative ease, How to Make Money Selling Drugs is an insider’s guide to the violent but extremely lucrative drug industry. Told from the perspective of former drug dealers, and featuring interviews with rights advocates Russell Simmons, Susan Sarandon, and David Simon (creator of The Wire), the film gives you the lessons you need to start your own drug empire while exposing the corruption behind the “war on drugs.”

The screening will be held at the Museum of the Moving Image, 36-01 35th Ave in Astoria, NY. For more details, please visit: www.reacttofilmadriangrenier.splashthat.com.