Branded Entertainment 2.0...only if you want your brand to thrive(survive)

Your brand can stay stuck in mind traffic, cluttered behind all of the advertising currently inundating your potential customers’ lives or you can learn to take a different route, a faster way to gain customer loyalty and grow brand ambassadors.

Your customers are currently watching video, film, games...

30% of 2010 Internet traffic was video while it is projected to be 90% by 2013

- Cisco

Google (You Tube) had 44% of the 200 billion video views in October, 2011

- ComScore

...but are they engaging your brand?

Video, as well as social media, ads will help drive online advertising to become the fastest-growing ad category worldwide by 2014

- ZenithOptimedia

Branded Entertainment is the differentiator. Period.

Branded Content blurs conventional distinctions between what constitutes advertising and what constitutes entertainment. Branded entertainment is a fusion of the two into one product intended to be distributed as entertainment content with a highly branded quality.

Branded Entertainment shows how your

customers interact with your brand in

captivating scenarios, distributing your

message through channels that audiences

seek out instead of turn from.

Businesses that have invested in branded entertainment, cultivating an engaged audience, will better reach new audiences as multi-screen and connected TV technology saturates the marketplace. 80% of TV units shipped by 2015 will be connected

compared to 27% in 2011- Futuresource

80 million connected TV sets in 2011 to grow to 892 million by 2016

- Informa

Advertising dollars that are targeting multi-

screen devices must also invest in quality branded stories that

leverage the interactive engagement

opportunities the technology offers.

Brands are forecast to increase online ad spend USD 884m in 2012 to hit USD 116.8m by 2014. The report forecasts that online advertising will represent more than a fifth of global overall ad spend by 2014, up from 16% last year.

- ZenithOptimedia

Where do you start?

First, ensure your brand is ready...

Are you clear on your mission and purpose?Do you understand what makes your brand unique?Are you certain who your target market is?

Is your on-brand message consistent?

Does your brand have a community of supporters?

If your brand is not ready, take the necessary steps to ensure your direction is solid before launching an integrated branded content campaign. Get help if your internal resources are limited in this area.

If your brand is ready, assess your resources and determine if you can develop, produce, distribute and manage the type of integrated branded content campaign that will capture significant mindshare of your targeted customers.

Types of branded content that should be in your library:

Documentary (involve top level decision makers and minions)

Series (Ongoing storyline around your consumer)Feature (Consumer focused, with your brand as the unintentional and hidden “hero”)

Comic script (consumer focused)

News Magazine (your brand featured as supporting star to your customer)

etc., etc.

Unless you demonstrate otherwise, your customer’s perception of your brand simply won’t

stand out. Do something about it!

integrated mediaAn Empowered Brand Satisfies its Audience

213 207 6962

www.onthebrinkmediagroup.com