Best of Branded

Content

APP USERSDOWNLOAD

48,000 APPS

YOUTUBEUSER UPLOAD

72 HOURS OF NEW VIDEO

TWITTER USERS TWEET

277,000TIMES

FACEBOOKUSERS SHARES

2,460,000PIECES OF CONTENT

VINE USERS SHARE

8,333 VIDEOS

INSTAGRAM USERS POST

216,000NEW PHOTOS

Every minute of everyday consumers are

sharing content online

Challenge

When we live in a world where people can access whatever content has

been made whenever they want, how do we get people to watch our

content

Where can you distribute the content

Owned Earned Paid

The best branding is the content itself.

Branded content should work with or without your brand.

If your content is interesting and compelling as a standalone piece, it will have resonance with your core audience without excessive branding and corporate messaging.

Choose appropriate and relevant subjects to focus on and then go for it.

Let your content breathe.

The internet values authenticity and transparency, and doesn't like aggressive brand marketing or a hard sell.

Social media users are incredibly savvy and finely-tuned to avoid marketing.

Make sure your content naturally speaks their language, gives them space, and respects their intelligence

They will interact with it because they genuinely like it, not because you branded it with a logo or hashtag.

Don't try too hard to be cool. Just be present. Be honest, be likable, be constant, and let your followers do the rest.

Ultimately we need to add Value to your viewer

Attach your brand to a relevant topical subject matter

HISCOX

COMMERCIAL IN CONFIDENCE | SUBJECT TO CONTRACT | © ITN Productions 2015

12

Timely campaigns

STUDIO BULLETIN

THROUGH THE CREATION AND CHANNEL MANAGEMENT OF A STREAM OF REGULAR TOPICAL AND

RELEVANT CONTENT WE ARE DELIVERING HUGE ROI FOR OUR CLIENTS AND GUARANTEEING

VIEWS AND ENGAGEMENT.

THE FOCUS IS ON A SUBJECT MATTER THAT IS IMPORTANT TO YOUR BRAND AND YOUR AUDIENCE.

Innovation has cut through

Personalisation

• Personalisation brings a more nuanced, granular approach to connecting with customers.

• Personalisation films bring into play ‘big data’. Brands can serve different films to different customers, depending on their profiles.

• Consumers are in favour of online personalisation: a recent Yahoo study showed that 78% expressed a desire for some form of personalised content.

• A caveat: marketers must ensure that use of this technology adds to the overall experience. There is a software element, a tech process as well as a production one – is that extra layer necessary?

Interactive

• If a viewer feels engaged with a piece of interactive content he or she is more likely to ‘watch’ for longer than a linear film.

• Interactive video allows a consumer to move from being a passive viewer to an active participant.

• While brands like Honda have had great cut through with interactive content, we are now working with brands who are empowering their consumers with choice and options in interactive videos. This enables ‘users’ to reach a suitable call to action, specific to their decisions.

• http://www.raptmedia.com/project/deloitte

360-degree video / Virtual Reality

• Facebook and YouTube have both launched native 360/VR support across their platforms on desktop and mobile,

• A number of consumer VR headsets, along with DIY phone headsets coming out, it’s likely that VR that will find an attentive audience beyond the small numbers who own headsets.

• As VR moves into consumer homes and phones, the brands that innovate quickly will be well placed to own this space - it’s the most vivid way for consumers to connect with the places they can’t physically go. Star Wars and GoPro are amongst Facebook’s launch partners, and expect innovators such as Honda to jump in quickly. Also expect to see brands launching linear TV ads with second screen 360 content.

• Again 360 is only right for very specific applications, it best applies to giving interesting access to a spectacle, where the viewer benefits from having control, or from being placed in the heart of the action.

• http://www.mini.com/360/en/index.html

Contact

0207 430 4511

simon.baker@itn.co.uk