Post on 31-Mar-2015
transcript
BRANDED ENTERTAINMENT
Vicki Enteen
The rapid growth of
branded entertainment
over the past few years has
made it an important part
of integrated marketing
communications.
Branded entertainment is a form
of advertising that blends
marketing and entertainment
through television, film, print,
musical talent, and technology.
The goal of branded
entertainment is to use
entertainment media to gain
consumers’ attention and exposure
to products and/or brands.
PRODUCT PLACEMENT
A continuously growing phenomenon
Some product placements are free or
provided in exchange for trade – estimated
at 70% for trade.
Placements have moved from traditional
media to alternative media.
Among the reasons for its growth:
--personal video recorder growth allowing
consumers to increasingly avoid commercials
--need to integrate elements of entertainment into
advertising
--consumer changes in lifestyle and media
consumption.
NOT A NEW PHENOMENON
Product placements have existed
for many years, with products
integrated into TV soap operas as
early as the 1950s.
WHY USE PRODUCT PLACEMENT?
Consumers find it less intrusive than ads
Less negative reaction than ads
Association with a popular program, film,
or celebrity can enhance product image
Gen X & Y more accepting of placements
WHY USE PRODUCT PLACEMENT?
For international brands, many major
movies, TV shows, music videos, & video
games reach worldwide markets
GETTING FREE PRODUCTS
For prop masters, set dressers, and
stylists, budget pressures often dictate the
need to get free props.
As costs of marketing major films
skyrockets, studios increasing look for
partnerships to share costs.
THREAT OF GOVERNMENT REGULATION
In some countries, industry watchdogs
are calling for more regulation of
placements because they blur the lines
between advertising and programming
and therefore may be deceptive.
NEW MEDIA FOR PRODUCT PLACEMENTS
Music videos (Lady Gaga was the first)
Video games
Books
Live theatre and opera
Etc.
BRAND INTEGRATION
The brand is deeply integrated into the
script of the TV show or movie
Thanks to the proliferation of cable
media channels and websites
The hit movie “ET” was perhaps the first
MORE THAN JUST A PLACEMENT
Successful brand integration programs go beyond
showing the product in the film or TV show.
For example, in “Up in the Air,” brands like Hilton
Hotels and American Airlines were promotional
partners, actively promoting the film.
ADVERTAINMENT
Creation of video and/or music content by
an advertiser in an attempt to entertain
viewers while advertising their product.
Can include interviews, music videos,
behind-the-scenes footage, live
performances, etc.
CONTENT SPONSORSHIP
Brands sponsor programs in exchange for
product placements, integration and promotions.
Some advertisers create spots that reflect the
TV show’s plotlines.
For example, IKEA created an Internet-only TV
show about an IKEA employee.
VIDEO ON DEMAND (VOD)
VODS are specialized content programs
offered through cable TV networks that
are developed by advertisers and provided
to the cable operators free.
Advertisers can buy placements,
commercials, and/or virtual signage.
ADVERTORIALS
Creation of newspaper and
magazine sections that look like
editorial features but are actually
paid content created for
advertisers.
INFOMERCIALS
A form of paid television
programming in which a particular
product is demonstrated, explained
and offered for sale to viewers via a
toll-free number.
Can cost as much as $3 million, plus up to
$500K for time slots on cable and satellite
systems, local TV channels.
Feature studio audiences and celebrity
hosts to simulate a real talk-show format
Have gone upmarket recently (e.g., Lexus)
Very successful in Asia
TELESHOPPING
Infomercial concept extended further by
home-shopping channels like QVC & HSN
in US, TV Shop & HOT in Europe
24/7 programming for product
demonstrations and selling
Multibillion-dollar industry worldwide
Now expanding via Internet
INTERACTIVE TELEVISION
ITV (interactive TV technology) being introduced
into more households worldwide.
Allows TV viewers to interact with program
content
More available in Europe than US
Remote buttons allow viewer to order products,
change camera angles, vote during audience
participation shows, order free samples
SPECIAL ADVERTISING SUPPLEMENTS
Special sections of newspapers and
magazines filled with very specific
editorial content that supports ad space
for advertisers related to that content.
ON THE RED CARPET
Products given to celebrities are a powerful
form of product placement (PR).
In addition to traditional TV, music and movie
stats, other celebrities promoting products
have included Pope Benedict XVI (Geox red
shoes, Serengeti sunglasses, Mercedes-Benz
customized, bullet-proof SUV
ADVANTAGES OF BRANDED ENTERTAINMENT
Exposure: reach large audiences, long exposure time,
attentive viewers, impossible to eliminate like TV ads
Opportunity to target specific audiences
Frequency: opportunity for repeated exposures
Support for other media: cross-promotion of product
and movie tie-in across multiple media venues
Source association: positive associations betweem
brand and celebrity can lead to more sales
Cost: can range from free to millions of
euros/dollars, but CPM can be very low
Recall: consumer recall is higher than for TV ads
Bypassing regulations: getting around restrictions
on products that can’t be advertised on TV
Acceptance: Consumers tend to
evaluate product placements favorably,
although this varies by generation
Targeting: Content sponsorships and
VOD may effectively reach potential
customers with a strong interest in the
subject matter
DISADVANTAGES OF BRANDED ENTERTAINMENT
High absolute cost: can be high because of
increased demand by brands, and rising emphasis on
cross-promotion by studios
Time of exposure: no guarantee viewers will notice
product
Limited appeal: no opportunity to discuss product
benefits or providing detailed information, limited
product demonstration, indirect endorsement
Lack of control: advertiser has no say over
when and how often product is shown (e.g.,
delay in movie opening, cancelled TV series,
segments edited out
Public reaction: viewer anger over lack of
barriers between program content and
commercials, intrusive placements leading to
negative attitudes toward brand
Competition: increased brand competition for
product placements leading to higher costs
Negative placements: appearing in movies
disliked by viewers or in unfavorable situations
Clutter: an overwhelming number of
placements and integrations can lead to clutter
and loss of effectiveness
ETHICAL ISSUES
Consumers are being marketed to
subliminally without their consent.
MEASUREMENT IN BRANDED ENTERTAINMENT
Research studies and companies trying to monitor and
measure impact of branded entertainment, such as:
• Neilsen Media Research (for network TV)
• Neilsen IAG Research (market research on viewers’
opinions)
• Deutsch/TVX (value of placement compared to value of a
commercial)
• Brand Advosors (for feature films)