Closer to Content - FINAL

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Closer to Content Thursday 23 June 2011 #C2C2011

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The line up 9.30 Get closer to content, Lindsey Clay 9.55 Waitrose: showcasing a content-led strategy, Caroline Clear 10.15 Creating content for a 2 screen world, Roo Reynolds and Tom McDonnell 10.55 Break 11.20 Being creative with product placement, Zoe Fuller 11.45 Product Placement: putting brands into context, David Charlesworth 12.15 Placement Panel session, David Shore, Sally Quick, David Charlesworth and Gary Knight. Chaired by Tess Alps 12.45 Best practice, Lindsey Clay 1pm Event close

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Get Closer to Content Lindsey Clay, Thinkbox

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It’s all about content

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TV is hotter than ever

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% Share by medium of total ad revenue % Source: AA/Warc

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% Share of display revenue % Source: AA/Warc

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TV takes the lions’ share of media use Source: Touchpoints 2010 – Adults Base: All Media use per day

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New business models around content

Why would you want to get closer to content?:

Why would you want to get closer to content? Benefits for brands: Strategic fit Fame Power of association Change perceptions Deeper engagement Hub for integration Because people love TV

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What are content partnerships?

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Wide variety of opportunities Sponsorship Advertiser funded programming Advertorials Interactive content Product/prop placement Competitions & promotions Licensing Televised branded events PR

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Supercharged sponsorship: Rubicon Rubicon needed a vehicle to bridge existing core ethnic consumer + broader mainstream audience Sponsored Twenty 20 cricket world cup Branded promos, competitions online and on air – win a trip to Caribbean + in store activity Sales grew 66%, outperformed market 11:1

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Channel sponsorship: Despicable Me Sponsorship across main kids channels + competition Boomerang, Disney XD and Nickelodeon “Minions” took over the Boomerang website and the channel idents Universal’s biggest ever kids’ animation with over £20m taken at the box office

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AFP: Specsavers and The TV Book Club Advertiser funded programme Real people with a real passion for books 18 episodes over 2 series Integrated title sequence On air branded promotional trailers + PR Stickered books, branded posters, magazines, POS, online Improvement in brand metrics – ‘is a brand that cares about its customers’ needs’

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AFP: Toyota Carpool with Dave To promote their hybrid technology Toyota came up with an innovative idea Carpool put the celebrity chatshow into the driving seat of a Prius – the car was the star It was the perfect vehicle to showcase the car in a positive light - reaching over 4m adults Toyota leapfrogged from 5 th to 1 st place in brand consideration 44% of people said they’d talk positively about the Prius after watching

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Televised branded event: BHF BHF wanted to raise awareness of heart disease amongst women Created The Angina Monologues – event featuring top comediennes Event + broadcast sponsorship 44% increase in women’s awareness of heart disease as a problem = 2.3m additional women

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Competition & Advertorial: Stella and Film 4 Branded competition that invited viewers to audition – 2500 entries Produced longest ever ad break – 12 mins Cool iconic film weekend – Michael Caine special featuring Alfie + Italian Job Branded trails, continuity announcements, special intro 30% higher break retention

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Advertorial/themed break: Channel 4 Comedy Gala Following success of previous year Special comedy themed ad breaks Various advertisers participated Alan and Jimmy Carr ‘funnied up’ the ads Fosters sponsored

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Advertised competition Ubisoft needed to promote their new game and build awareness of the Rabbids brand and product range Using a 30” webdrive spot the rabbid maker was born 800k page views 107k Rabbids created 11k competition entries

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UGC within ad breaks New initiative launched aimed at saving families money Feed your family for £50 recipe cards featured instore The website encouraged the public to upload videos of them making the meals Best videos featured in advert shown during BGT Final

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Waitrose: showcasing a content led strategy Caroline Clear, Manning Gottlieb OMD

Taking Waitrose from seasonal supermarket to integrated content provider :

Taking Waitrose from seasonal supermarket to integrated content provider

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A national treasure... but loved from afar

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Playing to our strengths .

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The economic situation meant that scratch cooking had made a return ...and research indicated we had the authority to “own” this territory Source: Kantar / W.I

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Source: TGI / Addynamix

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1. Launch the campaign and make it famous, quickly

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65% @ 2 OTS / 60% crossover 65% @ 2 OTS / 60% crossover Source:Touchpoints

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Source: Radian 6

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Mark Price, Managing Director: Waitrose Telegraph.co.uk

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2. Drive frequency efficiently through our touch points Thu-Sat DOW strategy Habitual placements M ultiplier effect Source: Addynamix

TV heroed the films with both scale and depth:

TV heroed the films with both scale and depth Entertainment, Emotion, Engagement Source: Thinkbox/Brand Science

Print would land the value message and convert readers into shoppers:

Print would land the value message and convert readers into shoppers 40% 46% Source: Touchpoints / Daily Mail / TGI / C.I

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Online would increase our relevancy and reach amongst foodies 25% more likely to consume Recipe content more popular than ever Authority in food content Source: Dynamic Logic

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And the C4 Food sponsorship would increase our authority in food Providers of great food content Increased our frequency 7% motivated to cook more

3. Linking our assets together:

3. Linking our assets together 18m impacts

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A recipe for a Great campaign

Thank you! Caroline Clear Account Director ManningGottliebOMD:

Thank you! Caroline Clear Account Director ManningGottliebOMD

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2 Screening Lindsey Clay, Thinkbox 2 Screening Lindsey Clay, Thinkbox

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Age Q12: Have you ever used the internet on a computer or mobile device whilst watching TV? NB Digitally enabled sample. Digital TV and broadband access. 2 screening (TV and online use) is widespread

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The 2 screen world

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“Game-ification” of TV is not new

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Playing along with TV and ads

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Monetising the opportunity: traditional style

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Creating Content for a 2 screen world Roo Reynolds, Wieden & Kennedy

Two screen experiences Some thoughts, examples, etc:

Two screen experiences Some thoughts, examples, etc Roo Reynolds Head of Emerging Platforms Wieden + Kennedy London flickr.com/photos/dharmesh84/203457428

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TV is alive and well flickr.com/photos/rooreynolds/3536076797

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As are social networks

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TV & Internet go together flickr.com/photos/rooreynolds/5459183423

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Convergence ? flickr.com/photos/rawhead/4617769266

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flickr.com/photos/flashpro/4669544105 or multi-tasking?

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… talking with friends and browsing and socialising and investigating the things they watch and emailing and shopping and searching and sharing and finding related content and and and and flickr.com/photos/rooreynolds/650985391

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What are broadcasters doing? flickr.com/photos/dfluff/757562936

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And it’s not just content owners… flickr.com/photos/samyra_serin/2248726875

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What about advertisers? flickr.com/photos/thomashawk/138244245

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Thank you flickr.com/photos/dharmesh84/203457428 Roo Reynolds Wieden + Kennedy London @ rooreynolds

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Creating Content for a 2 screen world Tom McDonnell, Monterosa Creating Content for a 2 screen world Tom McDonnell, Monterosa Creating Content for a 2 screen world Tom McDonnell, Monterosa Creating Content for a 2 screen world Tom McDonnell, Monterosa

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2-Screen TV 1 2

Monterosa:

Monterosa UK Market Leader in 2-Screen Entertainment Broadcasters, production companies & brands Creative & Technology Monterosa Digital Creativity Award 2011 Million Pound Drop Broadcast Digital Award 2011 Best use of technology

The Interactive Evolution:

SOCIAL TV The Interactive Evolution Telephony SMS Red Button Text to screen Voting & Comps Enhanced Services Non-integrated 2-Screen Integrated Content The Clap’o’meter! Teletext .... Support websites Synched Brands Discovery 1998 2001 2010-13 Conversation Platforms Enhanced

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Million Pound Drop Channel 4 / Endemol New Look Style The Nation Channel 4 / New Look Run! CBBC Live playalong Branded Entertainment Event Gaming Results 12% OF TV AUDIENCE PLAY ALONG ONLINE (BEST) #1 SITE ON CHANNEL4.COM Results 500,000+ NEW LOOK PRODUCTS “TRIED ON” (SO FAR, IN 3 OUT OF 6 WEEKS) GROWING AUDIENCE AUDIENCE IS GROWING WEEK-ON-WEEK Results 220,000 UNIQUE USERS PER WEEK #1 MOST POPULAR GAME ON CBBC 6 MONTHS BEYOND THE EVENT 2-Screen Projects 2-Screen Projects

Rising 2-Screen Engagement:

Rising 2-Screen Engagement In-show peak passive to active conversion rates (BARB Audience to Unique Users) The Apprentice Four Weddings Series 1 Series 2 Rising 2-Screen Engagement Up to 190,000 2-Screen engaged users per show

Rising 2-Screen Engagement:

Rising 2-Screen Engagement In-show peak passive to active conversion rates (BARB Audience to Unique Users) The Apprentice Four Weddings Series 1 Series 2 Rising 2-Screen Engagement Contributing Factors to growth More meaningful integration with the content Familiarity with the concept Better, more gratifying experience Social Media reach Future Growth Deeper Integration with format More platforms (phones, tablets etc.) Better 24/7 availability New Creative Ideas

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Come on girls, the boys are beating you! Get online now and play along, the women of the country needs YOU! Calls to action and GFX People respond and play They make noise on social networks, alerting friends to the show The show tells stories using the online audience data Big traffic spikes Virtuous Circle Virtuous Circle

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Successful calls to action generate immediate spikes in traffic. Mastering Calls to Action Mastering Calls To Action This response curve is illustrative and not from Million Pound Drop

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Social Media Amplification Social Media Amplification

What’s in it for brands?:

What’s in it for brands? Combine the instant impact of TV with engagement of online Enhance TV Sponsorships AFP Activate Product Placement Create lasting connections (Likes, Follows, Mailing Lists) Data Capture Realtime Offers Stimulate conversation What’s in it for brands?

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Ad break branded content Ad break branded content Ad break branded mini-games

New Look Style The Nation:

New Look Style The Nation Created by Mother / Monterosa / TwoFour for New Look and T4 Integrated social 2-Screen dimension to activate audiences and stimulate social media activity around the show Product Placement New Look Style The Nation

Meaningful Product Placement:

Meaningful Product Placement Viewer-submitted New Look outfits feature on the catwalk in realtime Hundreds of thousands of products tried on, thousands of outfits submitted What’s in it for brands?

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Take The Style Test

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Get your result & share

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Style Your Look

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Get YOUR look on TV (if you’re lucky!)

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Style Your Mates and become the 6th finalist

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Outfits can be Liked / Sent / Explored

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Access increased discounts

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Discounts & eCommerce

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Claim Voucher / Data Capture

What Next?:

What Next?

Thanks:

Thanks @tommcdonnell @monterosalondon

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Break #2C2011 Break C

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Being creative with product placement Zoe Fuller, Thinkbox Being creative with product placement Zoe Fuller, Thinkbox Being creative with product placement Zoe Fuller, Thinkbox

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Agenda Rules and regulations Different options Real examples

Rules and regulations:

Rules and regulations

Product placement in the UK:

Product placement in the UK Following Ofcom consultation period, PP has been allowed in the UK since 28 th Feb 2011

Rules surrounding editorial:

Must be editorially justified – natural fit with storyline No products can be written in to the script Cannot affect or influence storyline No product promotion No undue prominence Rules surrounding editorial

Rules on-air:

On-air warning – PP logo 3 seconds at beginning of programme Repeated after ad break 3 seconds at end of programme Rules on-air

Programmes not allowed:

News Current affairs Consumer advice Childrens’ Religious Programmes not allowed

Products not allowed:

Products not allowed Tobacco Alcohol HFSS Gambling Baby milk Medicines If not allowed on TV

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Code for TVOD Same code for TVOD as for linear TV

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The options

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Actual Virtual 2 different methods of achieving product placement

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Products placed at point of filming Deal between producer, broadcaster and advertiser Actual

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Products placed digitally post production Ability to vary product by territory Seasonality options Virtual

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Product usage Product visible Verbal mention Music Contextual Unbranded product integration Different ways of using product placement

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Product used in natural way by character Product usage

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Product seen clearly but not used Part of set Fits with scene Product visible

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Product referred to verbally Must be appropriate Eg. May I have a glass of Perrier please? Verbal mention

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Latest tracks can feature as background music Music

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Realistic usage of posters Contextual

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Extending event sponsorship Contextual

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Incidental use of shopping bags Contextual

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Unbranded product integration Product clearly visible and possibly used Although unbranded, brand recognisable or provokes search

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2011 examples

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Nestle Dolce Gusto and This Morning Actual First product placement deal Presence on air for 3 months + Every weekday during cooking segment c. 300 seconds screen time in first month* *NMG product placement research 23 rd April to 23 rd May 2011

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Xbox Kinect and A League of Their Own Actual Integrated deal Sponsorship Product placement in title sequence Spot (going in break) “ We could not have been more pleased with the solution brought to air… … genuinely integrating our Kinect Sports game into the fabric of the programme ”. Paul Evans, Haed of EMEA, Xbox

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Karcher Pressure Washers & Tommy’s Fix It Yourself Virtual Extension of broadcast sponsorship Placed in 3 episodes

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Pedigree Dentastix & A Different Breed Virtual One off PP deal to try it out Ad first in break as part of pet related break

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TRESemmé and Next Top Model Integrated deal involving broadcast sponsorship and PP Products featuring naturally throughout the series 4 th July cross the summer Research to assess impact

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New Look and Style the Nation

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Product placement in the US

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Summary 2011 will be a test year for product placement Broadcasters to research viewers’ opinions as practice evolves Exciting new opportunity for advertisers

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Product Placement: putting brands into context David Charlesworth, Channel 4

Product Placement Putting Brands Into Context :

Product Placement Putting Brands Into Context David Charlesworth, Head of C4 Sponsorship, Placement and Funded Content 23 rd June 2011

Qualitative Research:

Qualitative Research RESEARCH & INSIGHT Work Research: Expert Interviews Industry Experts: media practitioners, psychologists, neuroscientists. 2. SPA Future Thinking: The consumer view January 2011 8 groups , demographic cross-section Test footage; mix of broadcast and digitally inserted brands UK/US

Examples recalled…:

Examples recalled… RESEARCH & INSIGHT The expert view…

The key findings - Experts:

RESEARCH & INSIGHT There are 4 main reasons why Product Placement works differently to traditional marketing communications: The ‘ Para-social’ relationship with TV allows brands to use characters to reinforce existing preconceptions, or to instigate new ones 2. Product Placement helps normalise brands by showing them into everyday situations 3. Product Placement works on an implicit level 4. Product Placement doesn’t prime consumers in the same way as traditional advertising The key findings - Experts

Examples recalled…:

Examples recalled… RESEARCH & INSIGHT Viewers’ perspective…

The key findings - Viewers:

RESEARCH & INSIGHT Product Placement is not a new concept for viewers Audiences welcome Product Placement because it has the potential to build credibility of content 3. Viewers recognise that Product Placement can work for both the viewer and the brand Overall, Product Placement is likely to have long term benefits for a brand Viewers see Drama and Soaps as being the most natural fit for Product Placement but each programme genre brings a different Viewer Benefit The key findings - Viewers

What product placement can deliver:

RESEARCH & INSIGHT What product placement can deliver Overall feeling that Product Placement has the potential to deliver benefits to both brand and viewer that are not possible through other ‘marcomms’ What it could deliver for the viewer Validate Consumer Relationships with Brands / Products Unique ability to increase a viewer enjoyment by adding realism Less obtrusive than other forms of advertising What it could deliver for the brand Allow brands to engage with rejecters of trad advertising Increase sense of aspiration around a brand Build familiarity with the brand or product

Sensitivity to Product Placement:

Sensitivity to Product Placement RESEARCH & INSIGHT Product Placement is predominantly welcomed with the only caveat being the overt “sell” that undermines the viewing experience. … PP must not PP must… Add realism to a show Be sensitive Be credible i.e plausible Be too overt or intrusive Be seen to drive content

Sensitive application critical for optimum results:

Sensitive application critical for optimum results Viewers preference for PP is to be as natural as possible to ensure credibility of both programme & brand Less Appeal Higher engagement/appeal Advertising Messages Brands as background presence Verbal Usage (physical) Brands Clearly within scenes Source: Sky Media Research/SPA (Fieldwork November 2010)

Product Placement US style:

Product Placement US style

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Dr Pepper Spot in Bev Hills 90210

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Ugly Betty 2009

UK Regulation in tune with Viewing Public:

UK Regulation in tune with Viewing Public “If I get the feeling I’m being sold to, you’ll lose me.”

Complimentary to ’Prop’ Placement:

Complimentary to ’Prop’ Placement ‘Prop’ a producer cost saver particularly for high value/must-have items e.g. cars, furniture, clothing, computers. Adds necessary realism in Film and Drama Provided gratis and no commercial contract “Undue Prominence” and “Editorial Justification” Rules also apply Route for HESS, Alcohols, Children’s Programmes and access to the BBC Unlikely any prominent branding long term. If prominent likely a one-off. No activation or licensing-led sales promotion off screen When/where/how often tbc

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Prop Rules Typical Example

Clever Application of PP under UK Regs:

Clever Application of PP under UK Regs Select programmes with longer ‘tail’ for longevity, scale and value Lateral thought on ‘Product’: Clothing? Music? People? Brand Characters ? Rotation of Brand Assets to boost frequency and prominence Licensed integrated off screen support campaigns Different Applications by genre : Sit Coms? Docs? Studio Formats? Reality? Sport?

Placement Approach by Programme Genre:

Placement Approach by Programme Genre

Drama and ‘soaps’:

RESEARCH & INSIGHT Drama and ‘soaps’ Viewer benefit Enhances plot and character credibility Natural usage are appropriate creative routes to support plot Rule 1 In-scene product/logo creates a more realistic environment Rule 2 May need to work harder due to viewers engagement with the content Rule 3

‘Reality’ TV:

RESEARCH & INSIGHT ‘Reality’ TV Viewer benefit Can support the sense of realism Extra care in ‘staging’ to avoid undermining credibility Rule 1 Avoid dialogue references Rule 2 Product needs to behave as it might in real life Rule 3

Scripted Comedy:

Scripted Comedy Viewer benefit In sitcoms can be used to enhance situation credibility Natural usage will support plot and characters Rule 1 Limited opportunity for higher visibility placements (credibility/brand ridicule) Avoid single character links for best value. Background but continuous placements more appropriate Rule 2 Rule 3

Lifestyle Factual:

RESEARCH & INSIGHT Lifestyle Factual Viewer benefit High audience receptivity to product ‘education’ Natural usage by experts vital Rule 1 Must NOT be seen to be endorsing products Rule 2 Inherent credibility means placements can be more subtle Rule 3

Researching the effectiveness…:

RESEARCH & INSIGHT Researching the effectiveness… We know that Product Placement works on an implicit level but how do we measure it? IMPLICIT RESPONSE TEST Shows strength of intuitive associations with a brand by measuring speed of response to key brand metrics and thus the full impact of PP on brand affinity and other key measures HOW IT WORKS Task involves respondents seeing brands paired with specific concepts and asking if they agree or disagree with the match A quick response identifies a strong implicit association This IR test will be incorporated into the standard pre and post effectiveness surveys

Energising the AFP Market :

Energising the AFP Market

‘Human’ Placement:

‘Human’ Placement

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No ‘Undue Prominence’ Doesn ’ t Mean No Prominence

Product Placement IS seen:

Product Placement IS seen

PP - A Powerful Device:

RESEARCH & INSIGHT PP - A Powerful Device Demonstration, stand out, endorsement Unique ability to ‘normalise’ usage (repositioning, new brands, new variants) Challenger brands can take high ground Compliments and charges other disciplines Activation crucial providing direct path to purchase It’s not a soft sell…because it does sell!

Pioneers needed…:

RESEARCH & INSIGHT Pioneers needed…

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Product Placement Panel: David Shore, Sky Media Sally Quick, UKTV Gary Knight, ITV David Charlesworth, Channel 4 Chaired by Tess Alps

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Best Practice Lindsey Clay, Thinkbox Best Practice Lindsey Clay, Thinkbox

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Process

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1. Talk to the broadcasters first

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2. It's one tool in the toolbox

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3. Play to its strengths

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4. Research: handle with care

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5. Give it time

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6. Integrate and activate

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On screen

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7. Act natural

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8. Avoid the hard sell

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9. Complement the genre

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10. Respect the viewer

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#C2C2011 Thank you www.thinkbox.tv

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