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Iab content seminar presentation
- 1. Chris Clarke Chief Creative Officer [email_address] Andrew Pinkess Client Partner/Director of Strategic Services [email_address]
- 4. Branded content is content funded by a brand which is either useful or entertaining to its audience and which helps serve the interests of the funder.
- 5. That’s what we think, what do you think?
- 6. ” LOGORAMA” Oscar Nominated Best Animated Short
- 7. What is branded content? Promote Inform Entertain Connect Service Sell Branded content
- 8. Branded content What is branded content? Connect Email Social media Blogging Forums Phone Mobile Inform News Corporate E-Gov Auto Medical KM Education Service Banking Loyalty Supply-chain Tax Training Payment Procurement Entertain Music Film Books Magazines Humour TV/ Radio Sport Porn Sell Retail Travel Auction Food Services Fund-raising Gambling Promote Directories Aggregators Microsites Advertising ePR Search Urls Sponsorship
- 10. Modern life asks too much
- 11. In culture At home…
- 12. At work…
- 13. Overwhelmed
- 14. Don’t shout - help
- 15. Brands must be more than a promise
- 16. Brands we believe in
- 21. In essence, to cut through, to participate in people’s networks, brands must produce content not messages
- 22. We mustn’t be squeamish about this …
- 25. Digital content is growing…
- 41. Let’s ask Seth Godin Winners and losers
- 43. Thanks…
Notes de l'éditeur
- Logorama reel
- 3000 ads per day, thousands of bands, movies, trends, products. Too much choice is making us unhappy.
- The reality of digital content (lose the cookie, lose the fortune?) A magazine with a million subscribers might spend more than a million dollars to deliver a single issue to its subscribers. A million dollars spent on postage, printing, subscription sales, fulfillment, ad sales, sub rights and more. I wouldn't be surprised if the freelance budget for the writers and photographers (the real reason people read the magazine) is less than 15% of the cost, perhaps a lot less. The economics of this business are interesting. Millions spent, millions earned, and almost all of it goes to pay for the paper and the friction it brings. Now, we fast forward to a world, our world, where the cost of delivery is zero and so we've removed 95% of the costs. What happens to the writers and photographers? Where do they get their money now? The good news: There's a new job, but this job hasn't been filled yet. It's not stable enough for a publisher type to grab it. It's not boring enough for a bureaucrat. Instead, it's a job for someone with a writer's sensibility and awareness, but it requires entrepreneurship and organization. What happens when the people with great ideas start organizing for themselves, start leading online tribes, start creating micro products and seminars and interactions that people are actually willing to pay for?