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The Talk: Content is the new currency in new media, especially in advertising circles. Predictions about the end of advertising as we know it feel as if they’re coming true. As the agency model shifts from interruptive bursts toward creating original content, some guidelines are beginning to appear. Advertisers and their agencies need to define content archetypes during this transitional period. Examples are already all over the interactive space.
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BRANDED CONTENT:AN AGENCY PERSPECTIVEMiguel Gonzalez
Vice President, Creative Director / Content Director
Tuesday, September 16, 2008
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“WE ARE ALL IN THE CONTENT BUSINESS”We’re in a transitional time, actually
The convergence is converging agency services
Advertising relies on persuasion, Hollywood doesn’t
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PERSUASIVE CONTENT?
Worth the viewer’s time
Worth sharing with others
Lean forward vs. lean back
Depth on demand
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THERE’S A CONVERGENCE GOING ONGeneral Advertising : Commercials, print and outdoor
Direct Response : DRTV, direct mail, email and print
Promotion : Point of sale, retail programs, sweeps/contests and events
Interactive : Sites, display (banners), email and search
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THERE’S A CONVERGENCE GOING ONPersuasive content is moving into the interactive space
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WHAT MUST WE DO?
Brand Narrative
No longer just a “user experience”
Not just one message, a brand story
Sustainable Discovery
We ask for her time and attention
We owe her new content over time (just like studios)
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SAVE THE PANTS!!!
QuickTime™ and aCinepak decompressor
are needed to see this picture.
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BASIC TRAINING
QuickTime™ and aCinepak decompressor
are needed to see this picture.
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NOLAF
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KMART SHOW YOUR STYLE
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CONTENT ARCHETYPES
Scripted : Drama, Sitcom, Sketch/Spoof
Unscripted : Reality, Makeover, Contests
Variety/Gaming : Sports, Music, Game Show
News/Documentary
User Generated : Numa, Response, Oddity, Parody
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CONTENT ARCHETYPES
Scripted : HP, Crash Course with Shaun White
Unscripted : Dove, Campaign for Real Beauty; OfficeMax, Penny Pranks
Variety/Gaming : McDonald’s, The Lost Ring
News/Documentary : Liberty Mutual, Responsibility Project; Holiday Inn Express, The Smart Show
User Generated : DiGiorno, The Ditcher; Scion, United
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ONE BRAND STORY, MANY PLATFORMS
VOD
WEB
PODCAST
GAMING
MOBILE
WIDGETSOCIAL APPS
TV/C
RADIO
RETAILEXPERIENTIAL
OOHGUERILLA
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