Brands As Media - AdAge Media Evolved 2010
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Transcript of Brands As Media - AdAge Media Evolved 2010
BRANDS AS MEDIA How Owned Media is redefining the relationship between brands & media
My Company:• 2010: Inc. 500 Fastest Growing Company• 2009: Ad Age Top Ten Agency A-List • 2008: Ad Age Small Agency of the Year
My Background:• Career: 7 years at P&G as a Brand Manager in Digital & Branded Entertainment• Recognition: Named to 2010 iMedia25 Internet Marketing Innovators• Activities: Co-founder of The Brandery & Board Member at VCU Brandcenter
Dave Knox, Chief Marketing Officer
@daveknox
ADVERTISER
MEDIA
MONEY
AUDIENCE
not goodfor media companies that is
Some rights reserved by Vlastulahttp://www.flickr.com/photos/vlastula/450642954/
this isn’t newbrands have been in the content
business for over 50 years
Some rights reserved by Vlastulahttp://www.flickr.com/photos/vlastula/450642954/
On June 30th, 1952, Procter & Gamble introduced Guiding Light on the CBS network. The soap opera had aired on radio since 1937. Guiding Light is the longest running serial program in television history.
The first Hallmark Hall of Fame presentation (December 24, 1951) was the world premiere of Gian Carlo Menotti's opera, Amahl and the Night Visitors.
digital changes thingsIn a digital world, brands can control
the content and the distribution
Reaches over 78 percent of new & expectant moms
online in the United States
Photo - All rights reserved by Anthony Cain © http://www.flickr.com/photos/acain/2698664007/
A new channel for P&G to reach the 2MM+ “At Home” Fathers in the United States
All rights reserved by redactie ikvader.nlhttp://www.flickr.com/photos/39258569@N00/511923570/
new models emergebrands are leveraging fourmodels for owned media
#1 - Publisher CollaborationExamples: Meredith & Kraft Foods, P&G Productions
& NBC Universal for Petside.com
Pro’s: - Expertise in content creation- Existing ad relationships / sales staff- Ability to drive audience
Con’s: - Tension in sharing equity / ownership- Potential conflict of interest with media- Expertise in publishing, not technology
#2 – Brands Go It Alone
Examples: General Mills & Tablespoon.com
Pro’s: - Total control over brand experience- Potential new revenue stream
Con’s: - Expensive when cost isn’t shared- Lack of career path for internal employees- Content could be viewed as biased- Not built for speed / rapid prototyping
#3 – Agency Partner
Examples: P&G and Barefoot Proximity for Man of the House / Home Made Simple
Pro’s: - Proficiency in building brand experiences- Ability to experiment with business models- Lots of flexibility with staffing
Con’s: - Many existing agencies lack experience- Requires new business model / structure- Incremental funding to drive audience
#4 – New Media CreatorsExamples: American Express OPEN Forum with
Federated Media
Pro’s: - Technology at their core- Flexibility in staffing
Con’s: - Difficult to choose the right partner- Business models still being defined- Incremental funding to drive audience
“There is a death going on out there. The world is changing and now it’s changing rapidly. New Media has been talked about for years but now not only is it here, it is here in a lightning speed.”
- Michael Eisner
Thank you. You can reach me at:[email protected]