Product Placement has certainly involved over the years, or should I say "brand integration." Sure, it's been around since the '30's, got a major boost with E.T. in the 80's and again with the reality TV revolution that Survivor kick-started. DVR ad skipping? Yes, that has spurred the branded entertainment revolution as well. So what about Branded Online Content, should brands be adding it their marketing strategy?
Original online content has seen tremendous growth in recent years. The likes of YouTube, Yahoo, AOL, Koldcast TV, Blip TV and Yahoo (to name a few) have all stepped up their game when it comes to the quality of content available for viewing. Gone are the cheesy videos made in your neighbors backyards, replaced by full fledged productions---some of which are backed by major Hollywood stars and productions. Can brands realize capitalize on developing and producing Branding Online Content?
The answer is a resounding yes! Look, Primetime and cable programs are great, offering brands more viewers and higher production value.; However, implementing and executing a branded content deal with a traditional network vs. online counterparts is night and day. From concept to online broadcast, it is a much simpler process that requires a fraction of the budget needed to produce a similar network show. Don't even get me started on all of the red tape and countless pitches, meetings, etc. you have to endure with network productions.
The bottom line is that companies have the ability to develop Branded Online Content and re-purpose it worldwide to millions of consumers as part of their on-going advertising and marketing initiatives. This is a strategy that should be seriously considered by brands investing in network product placement marketing as well as traditional advertising.
Original online content has seen tremendous growth in recent years. The likes of YouTube, Yahoo, AOL, Koldcast TV, Blip TV and Yahoo (to name a few) have all stepped up their game when it comes to the quality of content available for viewing. Gone are the cheesy videos made in your neighbors backyards, replaced by full fledged productions---some of which are backed by major Hollywood stars and productions. Can brands realize capitalize on developing and producing Branding Online Content?
The answer is a resounding yes! Look, Primetime and cable programs are great, offering brands more viewers and higher production value.; However, implementing and executing a branded content deal with a traditional network vs. online counterparts is night and day. From concept to online broadcast, it is a much simpler process that requires a fraction of the budget needed to produce a similar network show. Don't even get me started on all of the red tape and countless pitches, meetings, etc. you have to endure with network productions.
The bottom line is that companies have the ability to develop Branded Online Content and re-purpose it worldwide to millions of consumers as part of their on-going advertising and marketing initiatives. This is a strategy that should be seriously considered by brands investing in network product placement marketing as well as traditional advertising.
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