This session documents the steps between brands, agencies, content producers and most importantly, the consumers in identifying key steps along the path to producing, distributing and measuring effective online branded content.

Brand integration and product placement have been woven into consumer’s video content since the early days of Proctor & Gamble’s sponsored soap operas of the 40’s and are currently seen in today’s top shows such as Bravo’s hit television series, Top Chef, AMC’s Madmen and even in premium cable shows like Entourage. Simply put, audiences are accustomed to the practice. Brands can even be received quite favorably when the brands placed within content are providing value to the overall viewing experience in some way… or, providing the experience itself. Given that history and with audience behavior shifting to multiple platforms/devices that supply them with the on demand choice to watch non-linear, uninterrupted content of all varieties brands are starting to shift budgets to alternative branding media, specifically online branded content.

As advertisers begin to investigate and re-investigate new content delivery platforms and brand integration tactics to move their video campaigns beyond the TV commercial and pre-roll tactics there are new standards, processes and consumer protocols emerging. Quantitative and qualitative metrics helping to create new benchmark data sets and campaign models associated to this burgeoning online tactic are also emerging. This session documents the steps between brands, agencies, content producers and most importantly, the consumers in identifying key steps along the path to producing, distributing and measuring effective online branded content.

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Presenter: Jonathan Hsia, Digital Director, Coca-Cola Account, Starcom MediaVest Group; Chris Young, CEO, Digital Broadcasting Group

Format: PPT