« Jeep does branded content | Main | More on 63% of US brands »

Comments

Nick

Integration does seem the focal point for advertisers at present, but what's the value?

Simon Andrews

I agree - just back from MIP and we heard people quoting 400+ commercial messages in one show. I don't think there is any value for a brand there BUT we saw some figures for Coke suggesting that the placement in American Idol had a very positive effect on recall of Coke ads on that show.
Does it sell many cans? I doubt it - and I think that consumers will push back.
There are lot of smarter things to do

Nick

Thanks Simon, I'm a believer in integration as a positive marketing tool (especially within TV as production budgets shrink and marketing savvy punters turn away from the commercial message) although it must seamless, if it's not (take Bond in movies) people become cynical not just of the show but of the brand as well.

One further question, what is you’re definition of integration in say UK TV? Is it a paid for inclusion in an existing show? Is it clever production dressing that offers the brand a high profile presence in an existing show? Or could it mean brands developing their own shows that reflect the brands persona and message (in which case we are back to square one again with the origins of the soaps aren’t we?

Simon Andrews

Its all of them - but what is really interesting is brands developing their own programming or their own channel. It is back to the future, but we can now make it work at a relatively low audience level as we exchange quantity for quality. And if the programme is used as what the direct guys call "a hand raising exercise" we can start to build a dialogue with our most valuable customers -which could include distributing the programmes to this audience by DVD or on the web.

The comments to this entry are closed.

addictive!

  • addictive!
    My new business - the full service mobile agency - Strategy, Creative, Tech & Media

Twitter Updates

    follow me on Twitter

    Subscribe to email updates

    Search this blog


    What we're reading

    Blog powered by Typepad

    Technorati

    • Technorati

    Mobilise this Blog

    addictive!

    • addictive!
      My new business - the full service mobile agency - Strategy, Creative, Tech & Media