Trends in branded content, from the perspective of a broadcaster
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TRENDS IN BRANDED CONTENT
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• 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
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• INTRODUCTION SBS BROADCASTING• RECENT CASES• TRENDS IN BRANDED CONTENT
OVERVIEW PRESENTATION
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INTRODUCTION SBS BROADCASTING
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WHO WE ARE
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•FROM BRIEFING TO EVALUATION•IN COORPERATION WITH AGENCIES•BUSINESS MODEL:
• STRATEGY AND CONCEPT FOR FREE• CAMPAIGNING IS PAYMENT
HOW?
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•FAST (TIME TO MARKET IS NOW!)•EXPERIENCED MARCOM-PROFS•POWERFUL UMFELD•NO CURE, NO PAY•SIZEABLE: BIG, BIGGER, BIGGEST
WHY?
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STATION DRIVEN:
ADVERTISER DRIVEN:
2 KINDS OF BRANDED CONTENT
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RECENT CASES
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GREY’S ANATOMY + PALMOLIVE
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BILLBOARD
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ACTIVATION-PROMO
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DUTCH NATIONAL SOCCOR TEAM+ ING
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BILLBOARD
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ACTIVATION PROMO
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CALL OF DUTY GHOSTS
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ACTIVATION PROMO
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LAUNCH EVENT
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NET5 COLOR RUN
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ACTIVATION PROMO
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PROMO FOR PLAN NEDERLAND
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TRENDS IN BRANDED CONTENT
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WATERCOOLER-EFFECT
THE LIVING ROOM IS CHANGING
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DE HUISKAMER VERANDERT
THE LIVING ROOM IS CHANGING
REAL TIME (SOCIAL MEDIA)-EFFECT
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DE HUISKAMER VERANDERT
ENGLAND; RED BUTTON INTERACTIVE TELEVISION
THE LIVING ROOM IS CHANGING
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DE HUISKAMER VERANDERT
MOBILE DEVICES TAKE OVER
THE LIVING ROOM IS CHANGING
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MEDIASYNCING
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“Shazam-vertising”
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EVERYTHING GOES MOBILEUPCOMING REVOLUTION
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NEWCOMERS NEWCOMERS
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•LESS ‘FIXED VERTICALS’•RISE OF SPECIALISED AGENCIES•MEDIA-AGENCIES EXPAND TOWARDS CONCEPT-DEVELOPMENT•PUBLISHERS/BROADCASTERS MORE CONCEPTUAL POWER.
SHIFTS IN THE MEDIA INDUSTRY
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BRANDING – PERFORMANCE
•BRANDING BELANGRIJK,
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TRI-PARTITE MEDIA MODEL
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NEWCOMERS
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- 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
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• PREACHING FASE IS OVER, BRANDED CONTENT = EFFECTIVE
• CHALLENGING MEDIA INNOVATIONS
• PLENTY OF CHANGES; WELCOME IN THE MEDIA-ERA!
CONCLUSION BRANDED CONTENT