branded content in digital media (i)
TRANSCRIPT
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1 El Brand Content dentro de la estrategia global
Innovación y cambio de formato para la comunicación2
Social CRM: nuevas estrategias de gestión de la información3
Viralidad y transmedialidad4
Alessandro Bernardi @Bernardamus
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BRAND + CONTENT ?
Alessandro Bernardi @Bernardamus
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WHAT BRANDS WANT
AwarenessConsideration
Brand attributionSales
WHAT CONTENT IS ABOUT
EntertainmentStory
RatingsTickets
Two very different words coexist
![Page 5: Branded content in digital media (I)](https://reader034.vdocument.in/reader034/viewer/2022042820/55d19086bb61eb8e4e8b4594/html5/thumbnails/5.jpg)
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Alessandro Bernardi @Bernardamus
WHAT BRANDS WANT
AwarenessConsideration
Brand attributionSales
WHAT CONTENT IS ABOUT
EntertainmentStory
RatingsTickets
Two very different worlds coexist
![Page 6: Branded content in digital media (I)](https://reader034.vdocument.in/reader034/viewer/2022042820/55d19086bb61eb8e4e8b4594/html5/thumbnails/6.jpg)
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Alessandro Bernardi @Bernardamus
ENTERTAINSELL
BRANDSSELL
PUBLISHERSENTERTAIN
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Alessandro Bernardi @Bernardamus
Creative agencies? Media agencies? PR companies? Brand owners?
WHO DOES CONTENT BEST?
SO, SHOULD ADVERTISING COMPANIES DO CONTENT
… OR CONTENT COMPANIES DO ADVERTISING?
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What is the Branded Content?
Alessandro Bernardi @Bernardamus
“GOOD BRANDED CONTENT
IS CONTENT YOU WOULD WATCH
IN SPITE OF THE BRAND”
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Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
DIGITAL BRANDED CONTENT
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Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Transmedialidad
DIGITAL BRANDED CONTENT
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Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Transmedialidad
DIGITAL BRANDED CONTENT
![Page 12: Branded content in digital media (I)](https://reader034.vdocument.in/reader034/viewer/2022042820/55d19086bb61eb8e4e8b4594/html5/thumbnails/12.jpg)
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Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
DIGITAL BRANDED CONTENT
![Page 13: Branded content in digital media (I)](https://reader034.vdocument.in/reader034/viewer/2022042820/55d19086bb61eb8e4e8b4594/html5/thumbnails/13.jpg)
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Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
User Generated
Content
DIGITAL BRANDED CONTENT
![Page 14: Branded content in digital media (I)](https://reader034.vdocument.in/reader034/viewer/2022042820/55d19086bb61eb8e4e8b4594/html5/thumbnails/14.jpg)
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Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
User Generated
Content
Big Data
DIGITAL BRANDED CONTENT
![Page 15: Branded content in digital media (I)](https://reader034.vdocument.in/reader034/viewer/2022042820/55d19086bb61eb8e4e8b4594/html5/thumbnails/15.jpg)
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Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
User Generated
Content Social CRM
Big Data
DIGITAL BRANDED CONTENT
![Page 16: Branded content in digital media (I)](https://reader034.vdocument.in/reader034/viewer/2022042820/55d19086bb61eb8e4e8b4594/html5/thumbnails/16.jpg)
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Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
User Generated
Content Social CRM
ReactiveMarketing
Big Data
DIGITAL BRANDED CONTENT
![Page 17: Branded content in digital media (I)](https://reader034.vdocument.in/reader034/viewer/2022042820/55d19086bb61eb8e4e8b4594/html5/thumbnails/17.jpg)
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http://www.iabspain.net/wp-content/uploads/downloads/2014/04/infografia-branded-content-final.pdf
Alessandro Bernardi @Bernardamus
Branded Content definition
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Alessandro Bernardi @Bernardamus
Branded Content definition
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Do we like Branded Content?
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Branded Content definition
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NOT Branded Content!
Alessandro Bernardi @Bernardamus
Street Marketing
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Alessandro Bernardi @Bernardamus
NOT Branded Content!
Product Placement
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Ambient Marketing
NOT Branded Content!
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Packaging
NOT Branded Content!
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Branded Content & Native Advertising
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Branded Content & Native Advertising
Alessandro Bernardi @Bernardamus
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Native Advertising
Alessandro Bernardi @Bernardamus
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Native Advertising
Alessandro Bernardi @Bernardamus
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Native Advertising
Alessandro Bernardi @Bernardamus
http://www.playgroundmag.net/noticias/bacardi/
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Advertorials & Sponsored Content
Alessandro Bernardi @Bernardamus
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Advertorials & Sponsored Content
Alessandro Bernardi @Bernardamus
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Advertorials & Sponsored Content
Alessandro Bernardi @Bernardamus
http://www.playgroundmag.net/noticias/advertorial/
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Owned Content
Alessandro Bernardi @Bernardamus
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Owned Content
Alessandro Bernardi @Bernardamus
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Branded Content definition
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Branded Content Apps
Alessandro Bernardi @Bernardamus
https://www.youtube.com/watch?v=SoKcAMDQn2I
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Branded Content & Games
Alessandro Bernardi @Bernardamus
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Source of branded content
Alessandro Bernardi @Bernardamus
From the big production ….
… to the User Generated Content
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User Generated Content
Alessandro Bernardi @Bernardamus
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Source of branded content
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Branded Content definition
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Branded Content definition
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Engagement: Love Brand
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Engagement: Interaction
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Engagement: KPI
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Branded Content definition
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Branded Content definition
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Budget for Branded Content
The Content Council (2015)
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Channels for Branded Content
The Content Council (2015)
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Branded Content definition