trends in branded content, from the perspective of a broadcaster
DESCRIPTION
Willem Kors has been working at SBS Broadcasting since 2003 in various Director-positions. At the moment, as Strategy Director he is responsible for the development of tailor made branded content solutions for advertisers, working in close corporation with SBS Concepts. Next to that, he is linking pin for SBS in the corporation with the concepts-departments of Sanoma Media and 538 Group.TRANSCRIPT
TRENDS IN BRANDED CONTENT
• Willem Kors• Currently; Strategy Director at SBS • Employed since 2003• Previous:
• Sales Director Spot,Commercial Manager Radio, Sales Director Net5
• In total approx 20 years at various publishers/broadcasters.
Who is Willem Kors
• INTRODUCTION SBS BROADCASTING• RECENT CASES• TRENDS IN BRANDED CONTENT
OVERVIEW PRESENTATION
INTRODUCTION SBS BROADCASTING
WHO WE ARE
•FROM BRIEFING TO EVALUATION•IN COORPERATION WITH AGENCIES•BUSINESS MODEL:
• STRATEGY AND CONCEPT FOR FREE• CAMPAIGNING IS PAYMENT
HOW?
•FAST (TIME TO MARKET IS NOW!)•EXPERIENCED MARCOM-PROFS•POWERFUL UMFELD•NO CURE, NO PAY•SIZEABLE: BIG, BIGGER, BIGGEST
WHY?
STATION DRIVEN:
ADVERTISER DRIVEN:
2 KINDS OF BRANDED CONTENT
RECENT CASES
GREY’S ANATOMY + PALMOLIVE
BILLBOARD
ACTIVATION-PROMO
DUTCH NATIONAL SOCCOR TEAM+ ING
BILLBOARD
ACTIVATION PROMO
CALL OF DUTY GHOSTS
ACTIVATION PROMO
LAUNCH EVENT
NET5 COLOR RUN
ACTIVATION PROMO
PROMO FOR PLAN NEDERLAND
TRENDS IN BRANDED CONTENT
WATERCOOLER-EFFECT
THE LIVING ROOM IS CHANGING
DE HUISKAMER VERANDERT
THE LIVING ROOM IS CHANGING
REAL TIME (SOCIAL MEDIA)-EFFECT
DE HUISKAMER VERANDERT
ENGLAND; RED BUTTON INTERACTIVE TELEVISION
THE LIVING ROOM IS CHANGING
DE HUISKAMER VERANDERT
MOBILE DEVICES TAKE OVER
THE LIVING ROOM IS CHANGING
MEDIASYNCING
“Shazam-vertising”
EVERYTHING GOES MOBILEUPCOMING REVOLUTION
NEWCOMERS NEWCOMERS
•LESS ‘FIXED VERTICALS’•RISE OF SPECIALISED AGENCIES•MEDIA-AGENCIES EXPAND TOWARDS CONCEPT-DEVELOPMENT•PUBLISHERS/BROADCASTERS MORE CONCEPTUAL POWER.
SHIFTS IN THE MEDIA INDUSTRY
BRANDING – PERFORMANCE
•BRANDING BELANGRIJK,
TRI-PARTITE MEDIA MODEL
NEWCOMERS
- INSPIRED BY ONLINE CONTENT LIKE YOUTUBE, VINE, INSTAGRAM,
- TV-PROGRAMMES: KOMT EEN MAN BIJ DE DOKTER, LUCKY TV, DRAADSTAAL/KOEFNOEN.
TREND: SHORT FORM CONTENT
Bavaria, Zo! Fashionchick
• PREACHING FASE IS OVER, BRANDED CONTENT = EFFECTIVE
• CHALLENGING MEDIA INNOVATIONS
• PLENTY OF CHANGES; WELCOME IN THE MEDIA-ERA!
CONCLUSION BRANDED CONTENT
