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I’m Here: A Love Story In An Absolut World
Monday, February 1, 2010
Where the Wild Things Are director Spike Jonze premiered his latest brand-funded project, I’m Here, at the Sundance Film Festival last month. Jonze was apparently given creative freedom by the Absolut Vodka brand to make the film. The movie is a love story about the relationship between two robots living in L.A.
“It was a pretty incredible opportunity,” he said. “They didn’t...
Successful Brands are stories told well
Monday, February 1, 2010
The power of story is indisputable. Story permeates every aspect of life, public and private, cultural and personal. A well told story can change lives and influence the course of destiny.
With the launch of the iPad, a whole new genre of interactive storytelling is expected to open up to advertisers. In TOLD, authors Simon Aboud and Paul Wilson offer a primer on the art of the storytelling as a tool...
Study: Branded Content More Effective Than Short-Form Ads
Monday, February 1, 2010
New York-based Digital Broadcasting Group (DBG) believes people don’t just want to see the same ads online that they’ve already seen on TV. DBG is specialised in long-form branded video and just published some data to prove that this type of advertising works better that your typical 30 or 60 second spot. DBG measured a 9.3 percent interaction rate with its long-form videos in 2009, compared to...
The Right Branded Content Strategy for your Brand
Monday, January 18, 2010
2010 is set to be an even bigger year for branded content. Choosing the right strategy for your brand needs to be contemplated at an early planning stage. Branded content is not new but is increasingly important, as media fragmentation and consumer dissatisfaction with advertising have drastically changed the way marketers reach consumers. There are many ways to execute branded content, from a sponsorship...
Branded Content initiatives considered more effective by Marketers
Tuesday, December 22, 2009
Branded content initiatives are considered by marketers as more effective than other leading forms of advertising and marketing. That’s the finding according to this month’s leading industry report. Marketers poured more money into branded content in 2009 than ever before, according to a study released in December by the Custom Publishing Council (CPC). The annual study, conducted in...
Why Brands need their own Content Channels
Monday, December 14, 2009
Most content-based marketing campaigns rely on customers who have opted in to receive marketing content. As such, the engagement-focused campaigns yield higher returns than online advertising campaigns that simply interrupt customers. Additionally, relevant content offers substantive material to interested customers, so it can foster trust between your company and customers. Customer trust can lead...
The Value of Branded Content can be Measured
Monday, December 14, 2009
The Branded Content Marketing Association (BCMA) has secured cross-industry support to develop its service to measure the effectiveness of all forms of branded content. The BCMA has now devised an evaluation system for media and creative agencies, PR agencies and media owners.
The system allows brand owners to see how their branded content campaign is performing against key brand metrics and which...
Creating Global Friendly Content for your Brand
Thursday, December 3, 2009
When considering what type of project and content to develop for a global client, the first thing to consider is content type. While scripted content and reality/live-action content will both require either heavy re-dubbing and/or subtitle captions, animated series and voice-over driven ideas will be much easier to reshape and translate across different cultures.
No longer just for a younger demographic,...
New Research Proves Effectiveness of Strategic Branded Content
Sunday, November 22, 2009
The CNBC research out of London has shed further light on how strategic branded content makes a direct impact on the viewer and the brand. The study shows an overwhelmingly positive attitude towards branded content. Viewers get great content and brands benefit from greater recall, engagement and awareness with the audience.
The findings show how the positive association that viewers have towards...
Developing a Brand Content Integration Strategy
Sunday, November 22, 2009
The beauty of digital brand content development is that you have more creative freedom and options than traditional television integrations ever allowed. What works best when it comes to balancing brand and content? How much brand exposure within a video is too much? And at what point does the brand lose its utility and become an annoyance to the very audience it is trying to reach?
Here are several...
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