A change in how the industry is going. Brands have taken on the role of media companies, and are creating content and they are confused.
Branded content definition: (i paraphrase) Any content that has contact with the consumer and the brand. The key from what he’s saying is any content, not a product placement. Jon goes on to illustrate this using iphone applications.
Zippo as an example: its a lighter application for the iphone that uses it to mimic the zippo lighter and opens up a new technology stream. Users become brand ambassadors, who become users, (some of them don’t know its a real lighter) plans to build concert application around it. http://itunes.apple.com/au/app/id291622252?mt=8
ROMPLR, a music re-mixer, involving 50-Cent and Glaceau vitamin water. 250,000 downloads for the iPhone app in the first week. This was paid for by Glaceau (a coca-cola company).
The key word is free, but money can be made at different points of the value chain.
Jon’s history of advertising
Back then (madmen) it was so easy you could drink while you do it.
Flintstones video: Product placement. Winston Cigarettes smoked by the Flintstones. “Crazy right?”
Then.. interrupted television ads (which jon thinks is a dead model)
Technology changes it.
Today the Traditional versus Digital battle.
Digital agencies win with youTube and social media: These are SERVICES not really new content.
If you don’t pay for something, it will
to take advantage of the opportunities: you need the skills.
What’s not changed:
every entity wants to get their message across, consumers don’t want to pay for content. There’s a fortune to be made in between.
2 MACRO trends that matter:
Mobile apps and Online Video.
(not mobile devices, focus on apps)
Free will create more contents and more clutter. And that’s what companies will pay dearly for. (aggregate)
“creative needs to constantly improve and try to engage the consumer on an ongoing basis- editorial voice will be key”
Celebrity culture is a key thing to understand. Celebrities will have to market harder to keep their status (and money), also, celebrities are still a way to put across brands.
People will still gravitate to blockbusters and hits, people need something to share and talk about.
“If you don’t make it to the top 10, its highly likely you’ll fall into obscurity” -The Economist.
The holy grail: Branded content + iphone app + (I missed this point)
He prefers iphone apps (subscription fees or multiple reuse and word of mouth) and brand building, instead of continually marketing to consumers again and again (like selling albums, continually re-marketing to the same consumers)
“its a real time world, everyone has to get used to it”
Tags: branded content, brands, iphone, jon vlassopulos, mobile
