Branded Content and Programmatic Are the Future of Online Ads

Creating work that people will pay attention to requires an entire team of people, according to the panelists in “The Future of Branded Content,” a panel held at the recent 流媒体 East conference in New York City.

How can we do work that people are going to pay attention to? 这是所有内容的核心问题, 但是在这种情况下, 詹姆斯·德尔, 编程副总裁 Gawker媒体, was talking about the push behind brands and their thirst to create branded content.

与各机构代表会面, 出版商, 还有小组的平台, the importance of collaboration was top on everyone’s mind.

“Ideas are still an endangered species,” said Jason Harris, CEO and president of Mekanism. So he said it’s important that everyone get behind whoever happens to have the best ideas, 不管是发行商, 一名商人, 公关人员, 或者品牌.

The panelists agreed that branded content is hardly new.

“The future of branded content looks a lot like the past of branded content, to be honest,” Del said.

Jeremy Levine, senior vice president of digital sales at 居住的国家, pointed to the beginnings of soap operas when the star of the show would turn to the camera with a box of laundry detergent in her hands.

“I look at it as building from the past,” Levine said.

Greg Rivera, senior director of advertising solutions at 微软, said one of the main differences between the branded content of yore and today is technology and all that it makes possible. 例如, 微软 was able to partner with Paramount Pictures to promote the upcoming release of its Teenage Mutant Ninja Turtles movie by producing a downloadable game for Xbox. It used the Kinect’s motion sensor capabilities to put users in the action. It wasn’t until players made it to the second level of the game that they were reminded the movie was about to be released in theaters.

微软 is also a strong example of why collaboration is important. 微软并不在内部创造内容. It sees itself more as a platform with big audiences and a lot of partners, 并将大部分内容创作外包给外部人士.

品牌内容会威胁到编辑的完整性, and different organizations deal with that challenge in a variety of ways. For Gawker, the wall between church and state remains strong. It doesn’t take down old posts to make advertisers happy (as BuzzFeed has), 专注于建立读者信任. When a brand wants to partner with Gawker, Del said, readers know they can trust that brand. When Gawker wrote a diatribe against moist wipes in the bathroom, 例如, Cottonelle seized the opportunity to sponsor the post 后它已经出版了.

这一切是否意味着横幅广告最终将消亡? 不完全是，小组成员说. Online advertising is moving to two different extremes. On one end is the programmatic solution, and on the other is custom content. It’s everything in the middle that's getting squeezed out.

At the end of the session one audience member asked the question on the mind of many in branded content: How can people measure ROI? Be clear about the metric being measured even before launching the campaign, Del said. Right now, it’s mostly about measuring brand lift, Levine added. But Rivera pointed out that when working with a partner like 微软, which has the ability to examine how people act 后 being exposed to a piece of branded content, it’s possible to know more about the campaign's impact.

The long history of branded content makes one thing clear: It will continue to change in the future, 但它可能不会去任何地方.

观看下面完整的小组讨论.

品牌内容的未来

The 'brand as publisher' model is increasingly becoming the expectation for marketers and brand teams - forcing many of them to create more content than ever before. Meanwhile the vendor options to generate content are growing exponentially, with more and more brands taking on the responsibility of taking content creation in house. This session will address the challenges and opportunities associated with these options. Learn how brands grow an audience and keep up with the virtually demand for content. How do they choose what platforms and partnerships to strike up to ensure the content is seen? We'll explore all of these questions with our panelists of fortune 500 brand managers, 机构, 和出版商.

主持人:Brendan Gahan, Epicsignal创始人
格雷格·里韦拉先生. 微软广告解决方案总监
杰里米·莱文，居住的国家数字销售
Jason Harris, Mekanism总裁兼首席执行官
詹姆斯·德尔，高客传媒节目副总裁