How to Create Branded Content to Achieve Success Across Multiple Platform Networks
Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses...
Transcript of Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses...
![Page 1: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/1.jpg)
Be a Leader: Branded Content & Native Advertising
Mitch Dent Growth Catalyst
![Page 2: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/2.jpg)
Mitch Dent Growth Catalyst Mitch Dent has recently left Rogers Media, after a career where he enjoyed executive positions across Rogers’ varied media portfolio. At Rogers his positions included Vice President Client and Content Solutions for Rogers Media and Executive Vice President and Sales for Rogers Media Television. Prior to that, Mitch was the Senior Vice President Sales, Consumer Publications, for Rogers Publishing where he was responsible for the sales organization and the advertising sales efforts for many of the country’s leading magazines including Chatelaine and Maclean’s. He was responsible for the establishment of Rogers Custom Publishing and Client Solutions businesses. Mitch was President of Today’s Parent Group and the founder of Glow magazine and the instigator of a variety of other high profile print and related online executions within the CRM and partnership space, and dramatically built the native, branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites.
![Page 3: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/3.jpg)
Take The Lead.. Content Solutions Mitch Dent June 2016
![Page 4: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/4.jpg)
WE DIDN’T SEE THIS COMING…...
• Where did the discussion start 20 years ago…. • Where did the discussion start 5 years ago....
VS.
........2016: Does anyone care??
![Page 5: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/5.jpg)
ONLY THE BASICS ARE IMPORTANT
• CONSUMER ENGAGEMENT: IS THERE VALUE? • ADVERTISER/PARTNER ENGAGEMENT: IS THERE VALUE? • TRANSPARENCY: IS YOUR BAND PROTECTING
THE FUNDAMENTAL RELATIONSHIP WITH CONSUMERS.....
![Page 6: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/6.jpg)
BUSINESS SCHOOL VS. JOURNALISM SCHOOL
The old assumptions are rarely relevant…. BRANDED AND PARTNERED CONTENT CAN BE ENJOYED AS MUCH OR MORE THAN “EDITORIAL” CONSUMERS MAKE NO DIFFERENTIATION DO I LIKE IT…...IS THERE VALUE?
![Page 7: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/7.jpg)
LONG HISTORY IN CANADA….
• Advertorials • Ad supplements • Sponsored Content • Magalogues • Interstitials • Magazines
![Page 8: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/8.jpg)
For More than 20 years…..
![Page 9: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/9.jpg)
MY BIASES…..
![Page 10: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/10.jpg)
![Page 11: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/11.jpg)
WHATS THE DIFFERENCE BETWEEN CLIENT SOLUTIONS AND CONTENT SOLUTIONS?
• CLIENT SOLUTIONS INCREASINGLY INVOLVE CONTENT • MORE THAN 50% OF INTEGRATED DEALS INCLUDE
CONTENT RELATIONSHIPS ….... ONLINE/TV/DIGITAL/CO –PROMOTION
• BUT THEY WANT TO USE MY BRAND!
![Page 12: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/12.jpg)
WHAT DO ALL THE TERMS
MEAN….
• Branded Content • Sponsored Content • Native Content • Partnered Content
![Page 13: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/13.jpg)
![Page 14: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/14.jpg)
From Wikipedia, Branded content is a form of advertising that uses the generating of content as a way to promote the particular brand which funds the content's production.
![Page 15: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/15.jpg)
Native Advertising and Sponsored Content are…. Essentially the same thing
![Page 16: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/16.jpg)
![Page 17: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/17.jpg)
![Page 18: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/18.jpg)
![Page 19: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/19.jpg)
![Page 20: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/20.jpg)
What Do Consumer Care about….
• Entertainment, Information, and Engagement • They don’t want to be “tricked”….
GOOD PARTNERED CONTENT CAN BE GOOD FOR ALL AS LONG AS EVERYONE GETS VALUE!
![Page 21: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/21.jpg)
PARTNERSHIP CAN ADD TO READER VALUE
![Page 22: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/22.jpg)
![Page 23: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/23.jpg)
![Page 24: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/24.jpg)
![Page 25: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/25.jpg)
![Page 26: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/26.jpg)
![Page 27: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/27.jpg)
![Page 28: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/28.jpg)
They value branded information when it makes sense….
Consumers expect a BMW short film about driving to feature BMW cars…but expect it to be good….. Consumers expect an article on applying Mascara
from Glow or Live Better to include products sold at those stores…but expect it to be as good as Elle They are skeptical about an “advertorial or informercial” that deals with particular product benefits, especially when it is designed to appear to unbiased content
![Page 29: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/29.jpg)
JOBS JUST GOT HARDER….
• Editor as the “delivery vehicle” for consumer engagement
• Publisher as the “brand builder”… HOW TO APPROACH THE CHALLENGE.... • Content partnerships are part of the reader
experience • They are now an economic necessity....
![Page 30: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/30.jpg)
CAN THIS BE A WIN-WIN?
• More pages….better consumer value.....
• More Video....better engagement.....
![Page 31: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/31.jpg)
BUT ADVERTISERS DON’T CARE ABOUT READERS???
• Consumers are smart….. • Advertisers need consumers..... • Senior people often get the value of
engagement.... • Junior people sometimes..... • Often junior people start the conversation,
and senior people make the decisions...
![Page 32: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/32.jpg)
THE PITFALLS
• Advertiser gets no value • Consumer gets no value • Arduous process with no extra resources • Decision makers aren’t at the table • Prima donnas • Brand erosion • Short term gain, long term pain
![Page 33: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/33.jpg)
YOUR FIRST STEPS…..
AT THE START OF THE CONVERSATION Can I create reader value? Does the partner get the importance of transparency and context? Is there be a clear sign off on the content planning and approval process WRITE IT DOWN AND GET A SIGN OFF
![Page 34: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/34.jpg)
HOW TO MAKE IT WORK
• Simple and clear rules of engagement internally: - A Content lead who “gets it”, - An Internal Project lead who “gets it” - Communication accountability - Internal agreement on where “lines are drawn”, before the project launches…. • Clear objectives for the content ”What does success look like”? • Clear critical path requirements
![Page 35: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/35.jpg)
PRICING
• If you think that benchmarking vs. rate card “real estate” won’t happen…you are dreaming....
• Value elements + real estate + creative costs + brand partnership value + content insights value
![Page 36: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/36.jpg)
![Page 37: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/37.jpg)
MY BRAND IS WORTH A PREMIUM
• Is it? • Is the brand value based on principle, or based
on client value? • Is this groundbreaking?
![Page 38: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/38.jpg)
CAN YOUR PARTNER ADD VALUE
• What does the end of the “walled garden” mean for content brands…..
• Partner digital distribution is a win-win….
![Page 39: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/39.jpg)
PRICING EXAMPLES
![Page 40: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/40.jpg)
![Page 41: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/41.jpg)
![Page 42: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/42.jpg)
![Page 43: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/43.jpg)
IF YOU ARE PARTNERS…
• Add value to your readers…. • Be clear on the process • Use your partner to build your brand...
BE PROUD OF THE EXECUTIONS!
![Page 44: Be a Leader: Branded Content & Native Advertising€¦ · branded, and custom content businesses across City and OMNI TV, and across Rogers Media websites. Take The Lead.. Content](https://reader033.fdocuments.us/reader033/viewer/2022052002/6014dc47b8ad9c505143e78c/html5/thumbnails/44.jpg)
QUESTIONS???? Please!!!