Best of Branded Content Marketing: 10th Anniversary Edition: Expert Predictions Report Preview

Expert Predictions Report

The Future of Branded Content Marketing

by Justin Kirby VP, Strategic Content Marketing Tenthwave

Plus Ça Change, Plus C'est La Même Chose The more things change, the more they remain the same

Last year, I asked a number of experts to

analyst, author and founder of Altimeter

help me with some crystal ball gazing

Group, Charlene Li, who’d pointed out

that resulted in the Expert Predictions

that despite the many different sites,

chapter of the first edition of the Best of

technologies and business models we

Branded Content Marketing ebook.

have today, “the fundamentals of

This year I asked a far broader group of marketing practitioners from around the

marketing have remained the same as have the challenges.”

world what they expect to see change in

The question brought a seven-fold

the next five years, and what they expect

increase in response with a mixture of

will remain the same. The question was

description, prescription and prediction.

prompted by comments made by the

Because the term ‘content’ straddles so

many marketing and other disciplines,

‘Whom’, ‘Where’ and ‘When’. There’s also

some of these issues. No-one has all of

the responses highlighted the need for a

the important question of ‘How’ any

the answers yet, but we also hope the

shared lexicon which we hope the

success might be measured.

responses and points raised will also

industry can move towards. The recently BCMA commissioned research undertaken by Oxford Brookes University, in partnership with Ipsos MORI, which

We hope what follows, and the case studies we have featured in the Best of Branded Content Marketing: 10th

provide a frame of reference for marketers to better navigate a path through the many challenges ahead.

Anniversary Edition, will start to address

has resulting in the following overarching definition of branded content:

"Branded content is any content associated with a brand in the eye of the beholder” This is helpful first step by describing what branded content is generically, but it doesn’t explain the ‘Why’ (in what is the marketing problem it attempts to solve?), nor ‘What’ the branded content specifics might be for the different variations of 2

SECTION 1 “Talking about branded content and content marketing, I think it’s all about one word that connects both, and that’s the

The Yin Yang of Branded Content Marketing

word content.”

Jan Godsk Chairman BCMA Scandinavia

Jan Godsk of ideatakeway and Chairman, BCMA Scandinavia, believes that branded content and content marketing may be two different categories. He uses the term ‘branded content marketing’ as we have done with the title of this ebook to point out that it has brand on one side, marketing on the other, and content in the middle.

Content Marketing On the marketing side, Jan proposes we think about this as being based around the product/service USP, with the content being more rational and informative.

Content marketing campaigns are often conducted downstream in what McKinsey & Company call the customer decision journey, with ROI more focused on lead-generation and sales. Looking at content marketing in this way helps explain why some prefer the term ‘brand

Branded Content On the brand side, Jan suggests we think of this as being more irrational and focused around our impressions, such as whether we like a brand or share their values. Branded content campaigns are more likely to be conducted upstream as part of an engagement approach rather than to just drive awareness in the traditional AIDA funnel. The term is often

associated with longer-form video-based output from more creative advertising disciplines where audiences are engaged with entertainment-type content that

publishing’, why it is often used within a B2B context, its close connection to Search Engine Optimisation, and the formats most commonly used:

resonates emotionally. This helps shift

• Blogs

brand preferences and consumer

• E-newsletters

behaviours. In theory, the less USPfocused you become, the more your branded content will emotionally involve people.

• Case studies • Press releases • ebooks • White papers • Infographics • Webinars • Podcasts 4

And Branded Entertainment?

The term ‘branded entertainment’ is used by some to describe branded content marketing campaigns where the product is more integrated into the content. That’s why the term is often used in connection with formats such as advertiser funded

show to extend their association with it by creating exclusive, engaging and entertaining content.

Branded Content And Content Marketing: Two Sides Of The Same Content Coin

within most disciplines,

programming (AFP) that use more

The Yin Yang image is a simple way of

traditional media like TV, radio and even

illustrating that the two approaches are

film and often overlap with product

two sides of the same coin, but

placement and sponsorship.

seemingly based on different intent that

This type of approach is evolving as we have showcased with the case study in

shapes the output, engagement and distribution approaches.

the Best of Branded Content Marketing:

As Mark Welland explains, it also shows

10th Anniversary Edition where Unilever’s

how other disciplines can be

Surf brand borrowed the attributes from

accommodated as part of the mix.

ITV’s ‘The only way is Essex’ (TOWIE) TV

“In the future, I’m sure, as

branded content marketing will begin to fracture and divide into more specialist areas. New platforms and ways of engaging will drive the process on the back of services that users wish to be a part of. This will need new language to describe the areas and will hopefully lead to better ways of describing the broader discipline.”

Mark Welland Founder New Media Works

5

SECTION 2 “I often hear the cry “We need a social media strategy” when

Strategic Considerations

what is really needed first is a customer engagement strategy based on content.”

Dave Chaffey CEO Smart Insights

Some of the response from experts focused less on the future, and more on the strategic considerations that brands need to be thinking about with regard to branded content marketing.

We’ve grouped these in themes to provide a context for the predictions in the following sections.

The 3 Circles of Branded Content Marketing diagram on the right is a helpful prompt to start thinking about

DISTRIBUTION

practice more holistically. The diagram

MEASUREMENT

was inspired by the Three Pillars of Connected Marketing model developed

by Idil Cakim, the analyst and author of Implementing Word of Mouth Marketing.

CONTENT (CO)CREATION

As Dave Chaffey at Smart Insights explains, content and social media

ENGAGEMENT MANAGEMENT

marketing have become the de facto way of explaining customer engagement approaches and so it’s “unfortunate” that these are too often considered separately. He says what is needed is a

THREE CIRCLES OF BRANDED CONTENT MARKETING

“customer engagement strategy based on content”. Idil’s model shows how these can be unified.

• What kind of branded content is created (or co-created) by ‘Who’ and for ‘Whom’?

I’ve adapted Idil’s model to provide a prompt for thinking through the following questions as part of developing a branded content marketing strategy:

• How is engagement managed?

• How is content distributed? (i.e.

and ‘When’ in the customer decision journey?)

• How is the success of the different parts and their sum measured?

These are also useful questions for

‘Where’ in the converged landscape

analysing the predictions in the following

of earned, owned and paid media,

sections, as are these strategic considerations raised by contributors: 7

We are media Chris Gorell Barnes at Adjust Your Set

so get yourself invited, don’t just buy your way in

and ensure that your branded content marketing strategies are truly consumer-centric

suggests that we’re also moving from a

Blended Republic’s Chris Sice thinks that

world where mass media ruled to one

right now, “too many brands follow an

Chris Gorell Barnes predicts that “the

where the masses themselves are the

outdated ‘push’ content model. They

brands that will thrive in this new world

media: “People not only decide what,

create content and look to ‘buy’

will be those that put the needs of the

when and where they want to consume

audiences.” Chris Gorell Barnes adds

consumer at the heart of what they do.”

media, but also whether or not the

that “if a brand wants to be a part of this

Max Garner at Aegis Media adds that

message is passed on.”

world they must be invited in – you can’t

“authentic and constant consumer-

buy your way in.”

centric behaviour from a brand will

Your brand is a social construct that you no longer control That’s why Bjoern Asmussen at Oxford

or just try and catch the next big wave

always be the best way to aid success in our rapidly changing convergent media world.” For Patricia Weiss of the BCMA’s

Brooks University thinks that marketers

Branded content is also “no longer about

South American Chapter this means

will increasingly realise that brands “are

client strategies or wanting to be in on

creating branded content in all formats

best understood as socially constructed

the next big wave” according to

and platforms that are personally relevant

organisms”. They will consist of “all kinds

Vodafone’s Melissa Hopkins. She says it

for consumers, so that brands move from

of brand meanings, brand manifestations

is now “simply a news provider, a

a media-centric approach to one based

and brand stakeholders, such as

conversation piece, a portal for

on human context where the “consumer

consumers, employees, competitors,

stimulation, with a brand discreetly

is the protagonist and hero of every

suppliers, pressure groups and the

behind it.” Melissa believes only the

story.”

media.”

brave brands understand this.

8

and that your branding is aligned with your branded content marketing strategy

PERSONAL RELEVANCE

Veteran advertiser turned brand

WHERE SOCIAL SHOULD LIVE

consultant Robert Bean explained that what were once walls that companies could control have now become windows as a result of the digital explosion, and anyone can see into an organisation from any number of vantage points. As such it

DRIVING PURPOSE

CULTURAL CONTEXT

“behoves brands or companies generally to sharpen up their act and decide who they are and what they’re about and be true to themselves in a way that they’ve

THREE TENETS OF NARRATIVE BRANDS

never really had to before.” This means branding needs to start from the inside out, so that the people within the

or you’ll get found out!

business are aligned around what they

Put another way, Robert thinks digital is a

are trying to do and create a culture that

great way of exposing organisations that

produces a commensurate product that

are “disorganisations” for want of a

when managed properly results in a

better term. Brands can no longer get

commensurate reputation.

away with trying to project an image that attempts to engineer a reputation. In summary, brands cannot “fake” another five years, believes Jan Godsk.

Welcome to the rise of the narrative brands Robert Bean’s inside-out branding approach is based on the alignment of a brand’s culture, product or service, and reputation around what he calls the ‘Single Organising Principle’. This provides a clear sense of purpose of what a brand does.

9

Purposeful content and alignment are

Cultural Context

Personal Relevance

themes that are raised in the following

A cultural context ensures that the brand

As Patricia Weiss explains, if your

section, as is the importance of

is culturally relevant. Gretchen believes

branded content is interesting for your

storytelling.

that in practice this means capturing

audience, “they will be interested in it.”

macro and micro cultural trends. A

Being personally relevant is behind the

branded content marketing strategy must

‘passion’ in the fractured passion centres

be developed with these cultural factors

that Barney talks about. Gretchen

in mind. Another way of looking at

Ramsey believes personal relevance is at

cultural context was highlighted in a

a “nascent stage” but a feed customised

comment made by the dotcom pioneer

for the individual user could include

Joe Kraus of Excite fame in a BBC

helpful personal visualised data (think

interview last year: “If the 20th century

loyalty programming and smart CRM),

was about dozens of markets of millions

geo-context as well as social graph

Driving Purpose

of consumers, then the 21st century is

integration. (see more on this theme in

As Tenthwave’s Gretchen Ramsey

about millions of markets of dozens of

the More Platforms, Devices &

explains, a purpose is simply a tangible

consumers.” Unruly’s Barney Worfolk-

Personalisation section.)

reason for being a brand (why the brand

Smith talks about interacting with people

exists): “It's that flag in the ground, that

through “fractured passion centres.” The

rally cry that everything ladders to and

Duck Tape ‘Race of Gentlemen’

that is visible and visceral throughout the

campaign is a good example of how a

entire consumer experience.” For

brand got itself invited to a very culturally

example, Red Bull's purpose in simple

relevant ‘fractured passion centre’.

My colleagues at Tenthwave produced the diagram above that is helpful for thinking about how branding can be aligned with a branded content marketing strategy. It’s based around the idea that the strongest social brands are described as ‘narrative brands’, i.e. brand storytelling that combines the following:

terms is ‘adventure’.

We hope that you find this introduction to the following predictions both interesting and useful. The ideas presented here provide a backdrop to our contributors’ thoughts on what they expect to see change in the next five years and what they expect will remain the same.

10

image © BBP Media / Giuseppe

SECTION 3 “We definitely feel the future of branded content is very

What Will Change

exciting. And if 2013 was anything to go by we’re

Branded content at the heart of every marketing strategy

going to see a rapid increase in the number of brands

As the CIPR’s Stephen Waddington explains, “Content is the drum beat of

using branded content as

engagement between a brand and its publics”. But the ability of content

the core of their marketing.”

“to draw people in naturally through entertaining, emotionally engaging

Andrew Canter CEO BCMA

messaging” is why Pereira & O’Dell’s creative chief PJ Pereira believes that “branded content will continue to feature in more and more client strategies” helping to “develop deeper relationships with audiences”.

Publicis Slovenija’s Uroš Goričan also thinks we can expect brands to put “more emphasis on branded content in their marketing strategy.”

Driven by digital and social The BCMA’s Andrew Canter predicts that, by 2019, branded content will be at the heart of every campaign, driven by the growth of digital technologies and social media.

and stand-out examples Romelle Swire’s Chris Smith predicts that the stand-out branded content campaigns we’ve seen during 2013 will both increase industry awareness for the approach and drive more examples.

Chris specifically mentioned work by Amazon, Chipotle and Heineken, but other examples cited by experts include Red Bull ‘Stratos Mission to the Edge of Space’, Coca-Cola’s ‘Small World Machines’, and Banco Popular de Puerto Rico’s ‘The Most Popular Song’ (also see

will always be those stand-out du jour

more traditional marketing has been set.

examples, but it’s “more standardised

However, he thinks brands will learn to

procedures” that will encourage the

plan branded content alongside other

adoption of entertaining branded content

disciplines in order to get the maximum

marketing approaches.

effect, so that it can lead to or become

Moving across the spectrum, to become less isolated and more integrated

the “central articulation of a brand or communication idea.”

MEC’s Chantal Rickards sees the next

Becoming the communication norm across the organisation

five years as an exciting time with

Stephen Waddington believes the shift

content moving “across the spectrum”.

will go further so that what he describes

Sky MEDIA’s Jason Hughes thinks we’ll

as “content development” will move

see a greater joining of the dots over the

beyond marketing communications to

next five years between the linear and

“become the communication norm for all

non-linear world to a point where

operational areas of an organisation.”

“branded content campaigns transcend TV, online, social, POS with the overall activation far greater than the sum of its parts.”

but more risks still need to be taken Jason Hughes expects “a tipping point where the penny will drop around the real

Jan Godsk and John McDermott).

and not just an afterthought

and more standardised procedures

Red Bee Media’s Michael Reeves thinks

delivers way beyond traditional media

we’re still at the point where branded

valuation”, so that it “becomes the norm

content is being commissioned in

centrepiece of every campaign.”

Branded Entertainment Online’s (BEO) Sandra Freisinger-Heinl thinks that there

value and power branded content

isolation as an afterthought once the 12

NEW (OPEN AND COLLABORATIVE) AGENCY MODELS WILL EMERGE The social media strategist Jadis Tillery predicts that “collaboration will be the name of the game” in the brave new world of branded content. Compelling stories can be created that evolve “dynamically thanks to the consumer shaping the story itself.” Somethin’ Else’s Steve Ackerman thinks we’ll also see “content strategists and content creators coming together to form new agencies.”

Here are some other predictions along similar lines:

Publishers as agencies Patricia Weiss who heads up the BCMA’s South American Chapter thinks native advertising looks set to “become the starlet in the blurred lines between ads and content”. She sees publishers becoming more agency-like, working directly with brands through the creation of in-house “branded content divisions,

paid media operations, brand strategy units and digital production services.”

Agency-facilitated brand alliances with publishers Forrester’s Ryan Skinner sees brands regularly building “quasi-official alliances

“Native Advertising will become the

with each other and publishers, usually

starlet in the blurred lines between

facilitated by an agency, to collectively

ads and content, by reinventing the

produce a compelling digital experience.”

business of publishing and snatching

More and different kinds of celebrity partnerships

the emerging markets. A growing

Sean ‘Diddy’ Coombes’ recent JV with

own branded content divisions, paid

Diageo suggests that celebrity talent partnerships will continue to play a key role in branded content. For Jadis Tillery

number of publishers will create their

media operations, brand strategy units and digital production services,

this is not just about “the loyal and

in-house. More often, they will be

sizeable fan base they can mobilise for a

hiring publishers to create content on

brand, but as dynamic content creators

their behalf.”

and media owners in their own right.”

That said, United Agent’s Joanna Scarratt thinks that a social media following is becoming an increasingly important

Patricia Weiss Chairman and Founder BCMA South America

factor, and as a result we’ll start seeing new highly paid social superstars.

13

New (open source) business

human connections will increasingly use

models

the multiplying and diverse channels in more and more interesting ways - blurring

“A platform (YouTube, for

Crispin Reed at UK Fusion Learning

the lines until there are no lines

thinks we’ll see “more and more

anymore.”

interesting collaborations between marketing.” He cites Google’s acquisition

BUT NEW SKILLSETS WILL BE REQUIRED

that were prepared to open

of smart thermostat brand Nest as a way

As the online revolution outstrips

their assets to the general

they can enter the “home through a

marketing knowledge, Joanna Scarratt at

public and see what people did

different door.” The convergent home is

United Agents thinks that no-one quite

with them. This would give

not a new idea, but for Crispin it’s an

yet knows how to exploit branded

creators license to rethink the

indication of a more “imaginative coming

content properly. She thinks that this is

brand's meaning and create a

together of brands to deliver branded

because the “speed of the online

content”. BCMA’s Chairman Morgan Holt

revolution, and development of platforms,

thinks that the combining of

has outstripped marketing knowledge.”

example) could host brands

whole new presence for the brand itself.”

Morgan Holt Chairman BCMA

brands when it comes to content

micropayments and user content channel technology platforms would be

new skill sets required

interesting.

Mike Arauz at Undercurrent recently

so that lines will continue to be blurred until there are none left

wrote about The New Digital Strategist’s Skill Set that’s moved from the T-shape of having to know a little about a lot and a

The strategist Sarah Farrugia predicts

lot about a little to the square-shape of

that “those who really understand social

now having to know a lot about a lot.

media and the importance of truth and 14

to understand culture better Gretchen Ramsey at Tenthwave mentions how dramatically and quickly specialised areas shift in digital, which is why she thinks we have “a duty to understand “Agencies need to hire

culture on a new level, as it’s intimately

behavioural economists and

tied with our ability to plan relevance.”

creative technologists as well as individuals that truly understand social interaction.

This goes well beyond the "social media specialist" who claims to understand how to evoke more tweets out of a

knowledge across various marketing disciplines, but crucially possessing both left-brain and right-brain abilities”. As Ashley goes on to explain, it’s about being analytical and data-driven on one hand, but also “understanding brands, storytelling and experiential marketing.”

and social behaviour OgilvyEntertainment’s Doug Scott thinks that “agencies need to hire behavioural economists and creative technologists as well as individuals that truly understand social interaction.” For him this goes “well beyond the social media specialist.”

REAL TIME AND AGILE Unruly’s COO Sarah Wood sees new tools emerging that will help support the macro-trend of real-time content marketing and allow marketers to become more ‘agile’. This is where brands become “newsrooms for their

post.”

Doug Scott President OgilvyEntertianment

having a “wide breadth of skills and

The dawn of the pi-shaped data

niche” and invest to support “content

storytellers?

discovery, content curation and content

In a recent interview by Renegade’s CEO Drew Neisser with Econsultancy's CEO

creation” to compete for consumers’ mind share on social platforms.

Ashley Friedlein on PSFK, the pi-shaped

or something more additive?

data storytelling marketer was discussed.

Digiday’s John McDermott hopes that

For Ashley the pi-shaped skillset isn’t

“brands will move away from their real-

about expecting people to know about

time marketing obsession and create

everything (square) it’s more about 15

something more substantive and lasting.”

honcho Chris Clarke, what is more

He cites the “mesmerising” Volvo Trucks

important than anything else is “creative

‘Epic Split’ campaign with Jean-Claude

excellence, a fluid relationship with talent

Van Damme as well as the “legitimately

and a willingness to experiment.” He

helpful” Lowe’s ‘Fix in Six Vines’.

adds that brands can become “part of

“I hope — that brands will move away from their real-time marketing obsession and

Evolving beyond real-time opportunism Tenthwave’s Gretchen Ramsey points to

culture rather than in the (ad) breaks between culture”.

THE RISE AND RISE OF STORYTELLING

create something more

an “evolution from real-time opportunism

substantive and lasting. The

to the storytelling model”, but asks “how

It's not really a prediction, but the

Volvo Trucks/Jean Claude Van

many digital agencies are set up to

importance of storytelling was the most

manage a meaningful narrative duty?”

consistent theme to emerge from expert

She suggests what’s needed is a “new

responses. As Mumbrella’s Sean

and the Lowe’s Fix in Six Vines

model of strategic creative where teams

McKeown points out, “brands are already

are legitimately helpful. Seems

of (visual) storytellers lead brand tales,

seeing the value gained from this format

not just ideas ‘with legs’.”

and will continue to invest more of their

Damme video is mesmerising

a lot more additive than tweeting nonsense during the Super Bowl.”

and being more creative, experimental and iterative Being more agile doesn’t necessitate

John McDermott Staff Writer Digiday

marketing budgets in its development.”

More authentic, entertaining and engaging

working in real-time, or the setting-up of

Advertisers must find better ways to build

newsrooms with staff and enabling

trust, as raised by Paul Bay at Citizenbay

technology, it can simply mean being

in last year’s ebook. Paul pointed out that

iterative. For DigitasLBi’s creative head

the gap between promise and delivery is 16

still wide, and that’s why advertisers are

real-time, it's also about emotions. She

world, and that this is becoming “more

still less trusted than politicians. ISBA’s

predicted that the brands that succeed in

visual and involving, and less intrusive

Mario Yiannacou thinks that one way of

the future will be the ones creating

and interruptive”.

building trust is to ensure that messages

content that elicits a powerful emotional

are completely clear whatever format

response from their audience.

they’re in. Stan Joseph of Ochre Moving

original content funded and distributed by brands

In longer and more digital formats

Stan Joseph sees brands becoming

MEC’s Chantal Rickards sees more

significant funders and distributors of

traditional formats like advertiser funded

original content over the next five years,

programing (AFP) being on the wane, at

taking “their place at the table alongside

least in the UK. But she thinks “digital

and purposeful content

broadcasters, distributors and IP

continues to offer myriad opportunities,

owners.” Joanna Scarratt also thinks the

For Tony Chow at What's your Story Inc

especially where the content can travel

landscape will change dramatically. She

in Singapore it’s all about the creation of

across many platforms and engage

sees brands becoming both

purposeful content, and he sees more

viewers in clever, dynamic and engaging

broadcasters and content makers. She

and more brands using story-based

ways.” She also thinks we’ll see more

cites other platforms like Netflix’s funding

branded content as a key engagement

brands becoming more adventurous and

of ‘House of Cards’, as well as film

tool.

funding longer-form content like movies

competition initiatives like Grolsch's ‘Film

and feature documentaries.

Works’, or Bombay Sapphire's’

Pictures suggests the creation of more authentic and entertaining story-based content “will continue to be the hallmark of great branded content.”

that resonates emotionally In last year’s ebook, Sarah Wood explained that testing what works and optimising the performance of branded content isn't just about using data to make decisions and refine campaigns in

and more involving, less interruptive

‘Imagination Series’.

Patricia Weiss believes that audiences will become even more intelligent and sophisticated as their lives become increasingly social in a “hypermediatic” 17

Making good stories more important than ever to cut through the content clutter

even the ports in our heads for faster

Doug Scott thinks, “Great stories are

will “enable brands to connect with

“Brands are going to have to

becoming critical. Right now I would say

customers via content in an even more

change their processes and do

that from an economic standpoint there

exciting and creative way.”

something marketers don’t like to

is an oversupply of content.”

upload/download that Doug Kessler predicts. Uroš Goričan thinks that these

It will become more personalised

But storytelling changes everything about how brands go to market

Leo Burnett’s James Kirkham predicts

In my recent interview with UM’s Chief

engage with will become more relevant

people they hire. They have to

Content officer Scott Donaton, he

and tailored. He thinks that it won’t be

change the time frames they work

explains how he thinks that brand

recognised as traditional advertising, but

storytelling is a strategic, disciplined

“more as opt-in personalised content.”

do and don’t do easily. They have to change the skill sets of the

on. They have to change the way

approach to marketing that actually

they allocate and think about

changes everything about how brands go

budgets. They have to change

to market.

their definition of creativity.”

Scott Donaton Chief Content Officer UM

MORE PLATFORMS, DEVICES AND PERSONALISATION

that in five years the content people

Pulled not pushed, and more contextual Doug Scott sees content being “pulled by consumers based on their unique preferences and habits.” ISBA’s Mario

Experts discussed a whole host of new

Yiannacou also thinks targeting will make

platforms and devices that are either

a step change that will benefit brand

already being used, or on the horizon,

owners but also consumers by giving

including Google Glass with augmented

them messages they want to receive.

reality, other wearable tech, or perhaps 18

Doug suggests that the tailored content

Patricia Weiss believes the endless

will be “contextually related to a brand's

willingness of audiences to participate

key product and/or core message”. For

live in networked culture will “expand the

Max Garner at Aegis, context is also key,

non-linear conversation around the

and the linking of “the right content for

content”, and drive SocialTV, second

the right device juxtaposed with the right

screen and real-time marketing initiatives.

type of brand to consumer interaction at

This will in turn increase the production

the right time.”

of ‘event TV’ programmes, especially

But as DigitasLBI’s Chris Clarke points out, “more than anything, just as it is now, brands will need to recognise that a set of marketing messages plays very poorly alongside the latest box set.”

Content shifts triggered by mobile, shared by the second screen, and expanded through smart displays For Doug Scott these shifts will be triggered by mobile (which he believes is now the first screen), and then shared on the living room screen, as well as being expanded through public out-of-home advertising (OOH) smart displays.

“I think one of the most important changes in the next

reality shows where “the audience fully participates and feels like the true winner.” Samantha Glynne at Publicis

five years is going to come with the maturation of the millennial

Entertainment also thinks “TV will have a resurgence and new forms of live and

adult who is going to quickly

social events will become popular.” become the most powerful

Eventually moving off screen to become part of our branded life

consumer, literally ever.”

James Kirkham sees branded content moving off screen to become things “like making a branded gesture mnemonic to

Eric Schwamberger Partner Tenthwave

access the brand”, e.g. “tracing out the Heineken star when you walk into a bar to access content or order a beer.” For James this is about thinking of the future less in terms of branded content and 19

more about “your branded life.” This may

thinking will be at the heart of their

what he calls “fractured passion centres”

be more relevant to some generations

strategy. He adds that brands need to

that is discussed in the Strategic

than others, particularly with the

learn to act like media owners to attain

Considerations section. Barney’s idea

maturation of the millennial adult,

the desired ROI. Samantha Glynne at

provides the basis for more opportunities

according to Tenthwave’s Eric

Publicis Entertainment adds that as

of co-creation between brands and their

Schwamberger.

“confidence grows in the qualitative role

fans. It will also potentially blur the lines

of branded entertainment, brands will be

between earned and owned media if

braver in trying all platforms and media.”

brands start to curate their fan content in

Optimisation will become the norm Katy Howell at immediate future explains

the way that Unruly’s Sarah Wood

that “social will increase the volume, but

and developing their own media

also reduce the size: as audiences (and

Mumbrella’s Sean McKeown thinks that

mobile) demands bite-sized, digestible

although “social media will continue as

This very much tallies with the content

and continuous content.” As such,

an important distribution platform,

ideas around cultural brands that Daniel

“optimisation of content will be the norm,

brands will need to invest in platforms of

Bô at QualiQuanti discusses, and informs

as brands look to justify content

their own that provide greater connection

the thinking behind Tenthwave’s ‘Race of

investment.”

with audiences.” Jadis Tillery agrees we’ll

Gentlemen’ campaign.

see brands “fully embrace the multimodal

With customer stories becoming more important than brand ones

Putting distribution at the heart of any strategy

nature of the social web” while also becoming “owners in their own right.”

Blended Republic’s Chris Sice thinks

mentions.

In last year’s ebook, Citzenbay’s Paul Bay

Blurring the lines between earned and owned media with the rise of “fractured passion centres” and content curation

discussed how the democratisation of

YouTube. He thinks this presents huge

Barney Worfolk-Smith of Unruly sees

about pushing content and more about

opportunities and so in future distribution

brands interacting with people through

listening to your customers’ stories and

brands place too much emphasis on creating content, but are often ignorant of distribution and the “boundary-less nature” of platforms like Facebook and

content would change the media content model. Paul predicted that branded content marketing would become less

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amplifying these. He pointed out that

Welcome to the world of the ‘Internet of

storytelling implies that brands or their

things’, and the possibility of hyper-geo-

agencies are still the authors of the

located targeting. For example, Sarah

narrative. He thought this downplayed

predicts “sausage ads as you open your

the increasingly important role that the

fridge, replaced by porridge oats ads if

customer narrative plays.

your cholesterol reading is high, or an ad

and the need for earned media planning MRY’s David Berkowitz highlights how earned media planning might need to

for sunscreen displayed on your smartwatch if the UV rays are high when you open your front door. Relevance and utility will be key to success.”

“Adapted, evolved content tailored and personal to you just like we are recognised through cookies - will instead be

value-added alternatives to investing in

via mobile to an increasingly screen-less world

you the user recognised through

fully technology-enabled newsrooms.

As Mumbrella’s Sean McKeown points

talent talking to you, directly to

consider the most cost-effective and

Learn to make the most of wearable tech When it comes to next-gen advertising, Unruly’s COO Sarah Wood thinks brands will need to navigate the opportunities and challenges presented by not only wearable technology, but also smartappliances.

and navigate through the Internet of things and hyper geo-location

out, mobile will play an integral part in the transition to “location-based marketing and content distribution.” But Leo

you as part of a pre-orchestrated pre-determined image.”

Burnett’s James Kirkham predicts “an increasingly screen-less world, less about desktop computers and more about an Internet of things.” James

James Kirkham Global Head: Social & Mobile Leo Burnett

thinks we need to be thinking “more about how content will be engaged with or interacted with wherever we are whenever we want to.”

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to interact with a brand construct James Kirkham predicts a future where

and requiring a whole lot more computational power

the personalisation and tailoring of

Charlene Li points out that in five years’

content includes live conversation with a

time “we'll have the computational power

brand construct.

of IBM's Watson in a form factor that will

Becoming more programmatic and marketing as service orientated

fit in our pocket - and we'll need it given

“9 out of 10 people listen,

the explosion of data.”

engage and interact with radio,

to get back to where we started from

and do so across an ever-

marketing “will engage consumers in an

Meanwhile, older media such as radio

platforms. So branded audio

ongoing dialogue with brands, providing

and book publishing have been going

content of the future needs to

richer stories and greater insights -

through their own digital revolutions.

Doug Scott sees the evolving approach to programmatic (and more algorithmic)

ultimately leading to smarter data and fuelling big emotional experiences.”

growing selection of digital

engage with audiences across a

Folded Wing’s Karen Pearson highlights

wide variety of different

“nine out of 10 people listen, engage and

platforms, including DAB,

Drew Neisser at Renegade thinks “these

interact with radio, and do so across an

are the best of times for CMOs who

ever-growing selection of digital

approach marketing as a service

platforms.” This provides a whole host of

opportunity rather than a messaging

opportunities, especially as now

one.” This customer-centric approach

“listeners want to 'see' radio as much as

“only gets better with the advent of big

hear it,” which Karen points out offers

data and programmatic media,” since it is

“additional exclusive visual content that

so much easier to provide personalised

people can share with their friends”.

mobile, tablets, podcasts and online platforms.”

Karen Pearson CEO and Founder Folded Wing

and relevant content in real-time.

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Brands have been slow to embrace the

develop industry standards for social

your investment is to measure outcomes,

ebooks publishing revolution, and

media measurement.

“Everything else is a proxy at best, but

leverage distribution channels like Amazon, iBookstore, or aggregators like Smashwords, and social reading sites.

Enhanced media ebooks, like this one, provide great opportunities to tailor relevant branded content for platforms like tablets in a format that can engage people for longer periods.

MEASUREMENT, ANALYTICS AND THE RISE OF EMPATHETIC/ EMOTIONAL MARKETING There’s no shortage of industry measurement standard initiatives

We have also seen the emergence of innovative new ways to measure branded content, with the BCMA's proprietary measurement tool, contentmonitor run by Ipsos MORI, which demonstrates the effectiveness of branded content.

bringing rigour, but often driven by measurement tools Kami Watson Huyse thinks these initiatives, while bringing more rigour to social media measurement, “will most likely be driven instead (in the near term) by the tools developed to do the

The changing media landscape doesn’t just have an impact on the way that

measurement.” This might put the cart before the horse.

brands need to rethink the way they they measure it, not least because of the

and so there’s a danger of measuring data for the sake of it

growing number of datapoints that are

The CIPR’s Stephen Waddington thinks it

now available and being used. The

is easy to fall into the trap of measuring

challenges this poses are highlighted by

things for the sake of it. For Stephen the

the growing number of initiatives trying to

only real way of determining the value of

conduct their marketing, but also how

there are organisations, such as AMEC with its Social Media Valid Framework and Google with its Zero Moment of Truth, that are doing some good work in this area and helping us to grow up.”

rather than look at how the whole is greater than the sum of the parts As Ian Wright at Tapestry Research points out, “the fragmented media landscape means that we’re faced with this dual challenge of really understanding at a micro-level how individual channels or touchpoints are working, but also at a holistic level, how they all fit together.” This is a tough challenge, but Ian believes “we’re getting smarter at meeting it through a combination of small-scale qualitative insight, big data observation and surveybased interpretation.”

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More accountability and analysis required

right set of tools to measure efficacy. And

Former Ipsos MORI Research Director

Improved semantic analysis

Stewart Thomson and others see a growing demand “for rigorous measurement of the impact of branded content campaign elements on the goals of the overall campaign. Essentially, brand owners will demand to know if the

here are some examples:

Minter Dial sees both listening tools and skills getting more sophisticated, particularly with regard to semantic

“One of the biggest differences that we’re going to see is as we

analysis. get into more predictive fields

Predictive modeling for a better sense of who wants what

right. Brands and agencies trying

David Berkowitz sees brands employing

to predict what content people

Katy Howell also thinks we will see a

more sophisticated predictive models “to

are going to respond to and how

significant increase in the level of

determine what people want when they

analysis that will be expected,

want it.”

branded content pulled its weight and justified their investment.”

particularly analysis “often in real-time that identifies the content that travels on trend, attracts attention and gets shared.”

and understanding the value of what they share But more importantly, David thinks

they’re going to respond. And even predict which ways that they’re going to want to respond in turn.”

“brands will have a much better

with new tools and skills getting more sophisticated

understanding of the kinds of value of

According to Uroš Goričan, we’re likely to

of what their audience wants and likes.

what they share” as well as better sense

David Berkowitz CMO MRY

see more effort put into developing the

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and the better targeting of ‘material’ Minter Dial predicts “better targeting of the ‘material’ as marketers come to understand better their audience and the

and devices, and mapped not just to a particular demographic on a network, but also to the available psychographic and ultimately behavioural data.

and tracking through to purchase

real influencers, and on which platforms and devices they are congregating.”

“The more that media can be

Max Garner thinks “convergence means

delivered on an individual basis

that content and the point of transaction

and therefore become

and more creative scope for crafting messages

are also moving closer than ever, so not

Mario Yiannacou thinks that deeper data

entertain and delight with their content

will also “make it easier to ‘dial in’ to

but they also have to ensure that where

challenged. It will become much

consumers’ frequencies, allowing more

relevant a journey to purchase is easy,

more about what people do than

creative scope for crafting messages.”

smooth and importantly unforced should

what audience group they are in.

with emotional data becoming ubiquitous

only do brands have to still inform,

the consumer so desire it.”

disaggregated, then that whole way of thinking is going to be

This changes everything in terms of

without requiring the capture of lead data

how media works and who should

emotional data has already started to be

Ryan Skinner predicts that “businesses

evaluate it.”

measured through facial recognition

will abandon the practice of capturing

software to understand emotions,

lead data as enough non-personal

reactions, heart rate, gestures, etc, but

identifying data can be captured without

we have a long way to go. As

it.”

As Sander Saar at AOL explains,

be on the team to deliver and

Tim Foley MD pointlogic

technologies advance, response could be tracked live across different platforms 25

and valuing individuals based on purchase probabilities

In the meantime, longer-term view may be required

Tim Foley at pointlogic thinks that market

The BCMA’s Andrew Canter accepts that

research will get turned on its head by

measuring the ROI for branded content

the explosion of more data. He predicts

can be a challenge right now, but argues

we won’t be aggregating audiences

that brands should take a longer-term

around their demographics, but will instead be “valuing individuals based on purchase probabilities”; and as he points out “this changes everything in terms of how media works and who should be on the team to deliver and evaluate it.”

Brands will demand more bespoke metrics

view and rethink what is being measured

“Marketers can show the value of branded content by keeping

and why. He sees branded content

tabs on how brand perceptions

marketing as an investment, that will

shift among those exposed to

often pay back in the mid-long term rather than having an immediate impact.

but you can start with a simple tracker survey

such content. A simple tracker survey can provide this insight.

The key is to be disciplined about asking consumer feedback

More brands will want and be able to

The analyst and author Idil Cakim

develop bespoke metrics that are linked

explains that “marketers can show the

and be ready to shift gears

to their specific brand challenges. This

value of branded content by keeping tabs

depending on how such content

will lead the industry into more

on how brand perceptions shift among

resonates with audiences.”

meaningful discussion than those

those exposed to such content.” She

surrounding ‘working’ and ‘non-working’

points out that a “simple tracker survey

dollars, and possibly away from the

can provide this insight.” The key she

preoccupation with reach-type metrics

says is “to be disciplined about asking

that were designed for traditional mass

consumer feedback and be ready to shift

communications.

gears depending on how such content

Idil Cakim Analyst + author Implementing Word of Mouth Marketing

resonates with audiences.”

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SECTION 4 “We can’t be blinded by the light of bright shiny

What Won't Change

objects to ever, ever forget that relationships are paramount.”

Charlene Li Founder Altimeter Group

Somewhat tellingly, experts have

customers and clients will be built one

significantly less to say about what they

person at a time.” We shouldn’t get

think will remain the same in five years

“blinded by the light of bright shiny

than what they think will change. Here’s

objects to ever, ever forget that

the round-up of the responses:

relationships are paramount.”

It’ll still be all about relationships

Strategy starts with the data

Despite the brave new world of branded

The BCMA’s Andrew Canter thinks that

content marketing that we’ve already

what will still be of the utmost importance

seen predicted, Altimeter Group’s

is that “the strategy for any branded

Charlene Li still thinks “marketing

content campaign is based on deep and

fundamentals will remain the same,

meaningful consumer insight strategies”,

namely that the relationship with

and that means starting with the data.

“Being customer-obsessed and digging deeper allows brands to out-innovate their competitors by offering more authentic, relevant and personal experiences.”

But go beyond the desk to find real insight and opportunities

Oxford Brookes University, it also has to

The advances in analytics and listening

needs, interests and/or passions.” As

platforms that have been predicted

Kemplewood’s Mark Wood points out, for

suggest that it will still be the few that go

any form of branded content to work “it

beyond desktop and dashboard. This

has to be relevant, useful or entertaining.

remains a missed opportunity for those

Preferably all of those things.”

that don’t, because analytics might tell

Brands will still be struggling to join all the dots

you the ‘What’ and ‘Where’, but they don’t tell you the ‘Why’. As Gretchen Ramsey, VP, Strategy at Tenthwave, points out, marketers must also give people “what they don’t know they need”

Drew Rayman Managing Partner Tenthwave

and no amount of big data can deduce that. What is needed is more ethnographic-based, face-to-face research to help foster empathy and which leads to a deeper understand of the customer.

and to help create content that resonates Cutting through will always require content to be distinctive, but as mentioned by Bjoern Asmussen at

“resonate with the targeted stakeholders’

Uroš Goričan at Publicis Slovenija mentions the continuing problem of “developing strategies that are truly aligned with the essence of the brand” and maintain a common thread that runs across all media. Perhaps, as Somethin’ Else’s Steve Ackerman predicts, the brands who’ll succeed will be those that are best able to define their personalities as opposed to their marketing objectives.

People will still be sharing content, and caring more about themselves than brands MRY’s David Berkowitz thinks the sharing of content will continue, with branded 28

content being a “relatively small but a

This is a driver for the prediction from

to bore/titillate people in ever more inane

relatively important part of the mix”

Patricia Weiss of the BCMA’s South

ways.”

because “people care more about

American Chapter that branded video

themselves than they do brands.”

content will continue as the main form of

Where consumers go, brands will continue to follow

branded content to reach audiences on social media.

and we’re about to be deluged by more crap In the digital domain, Forrester’s Ryan Skinner still sees marketers obsessing

But old media habits will continue to die hard

over Google and that the vast majority of

people who buy their products and

Patricia Weiss also thinks traditional

That’s more delicate than his former boss

services. At the same time, David

advertising will still get the biggest share

Doug Kessler at Velocity Partners who

Berkowitz points out that people won’t

of marketing budgets. She does,

warns that as “every B2B brand turns to

stop “shifting to new media properties

however, think that advertising is likely to

content marketing, we're about to be hit

and platforms”, as we have seen with the

become more entertaining and story-

by a deluge of... “crap”.”

take up of Snapchat and Whatsapp.

based, even if it will still be used for the

One thing that isn’t going to change is the need for brands to connect with

particularly with video-based branded content

most part to push products in the more traditional way.

content marketing won’t be very good.

Experts will continue to disagree about what the future holds Interestingly, the BCMA’s Chairman

Leo Liang at Youku Tudou Inc in China

Pereira & O'Dell's chief creative officer PJ

Morgan Holt doesn’t imagine any

thinks that people will still enjoy more

Pereira reminds us that what also won't

dramatic reinvention of the branded

user-generated content (UGC) and semi-

change is “consumers' rejection of

content business model. He thinks “the

UGC content, but there will be more

irrelevant interruptive advertising.” But as

players know who they are, the value

possibilities for them “to watch, share

the strategist Sarah Farrugia points out,

they get from it, and how to work

and even shoot videos at any time and

this sadly won’t stop those who continue

together.” He also sees the model as

any place”.

“to blast branded content into the world

being “an extension of advertising”.

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particularly whether we’ll figure out the secret of branded content success

“essential need for branded content to

Sandra Freisinger-Heinl from Branded

tale.” Tony Chow at What’s Your Story Inc

Entertainment Online (BEO) thinks we’re

in Singapore, adds that what will also

“Within the next five years the

currently living in a world of “branded

remain “constant is the customer will

world of content marketing will

entertainment cocktails” with “a dash of

always be the hero of the story.”

be turned upside down, even if

content, a splash of social media, a shot of digital, laced with a pinch of music.”

However, Sandra predicts that on the horizon is a basic formula available “to the tastes of every single target group”. This is similar to Joanna Scarratt’s prediction about how the “art of branded content will be as rigorously understood in terms of effective consumer engagement as TV commercials are now.”

tell a gripping story, irrespective of the gadgets and devices used to tell the

So it looks like we’ll still have a lot of figuring out to do In this book’s introduction the Best of

(and to a greater degree than today). Only 10-15% will regularly

Branded Content Marketing: 10th

practice content marketing really

Anniversary Edition, Doug Scott talks

well. And people still won’t be

about the branded content industry being

really satisfied with the word

in an adolescent phase. But it might be

‘content’ or the expression

worth thinking about the prediction by

‘content marketing’.”

Frank PR’s Graham Goodkind about a time not too far in the future “where

That seems unlikely if, as Doug Scott at

consumers get so savvy, aware and cute,

OgilvyEntertainment predicts, “everything

that the only way to interact is via more

we know today about branded content will

and more discontinuous thinking and

change; the only thing that will remain

disruptive techniques.” Whatever the

constant is the desire for good stories.”

future holds, I predict that there’s still

It’s a view supported by Michael Reeves at

businesses are still practicing it

Ryan Skinner Senior Analyst – Content Marketing, Forrester Research

going to be a lot of figuring out to do.

Red Bee Media, who says there will be an 30

ABOUT THE REPORT

SECTION 5

About The Report This report into the future of branded content marketing will also be published as a standalone paper. It is part of an ongoing project that Justin Kirby started in 2002 when he set up an international discussion forum where hundreds of marketing practitioners and academics shared their knowledge, opinions and experiences of contemporary and emerging marketing and media trends over several years.

The forum activity led to the creation of the 2005 book 'Connected Marketing: The Viral, Buzz and Word of Mouth Marketing Revolution’, and it informed Justin’s ongoing investigation into the future of branded content marketing in collaboration with industry experts, which he curates annually in partnership with the BCMA. The first annual report was published in 2013 in the pilot edition of the ‘Best of Branded Content Marketing’ with the full contributions curated at Afluxstate.com.

Over 60 industry experts around the globe participated in the outreach from which this year’s report was compiled. You can read their full contributions and keep up with the ongoing report series at Afluxstate.com.

To participate in this series or send us your feedback about the predictions, please email Justin.

REPORT CONTRIBUTORS

Max Garner, Managing Partner at Aegis Media (UK)

Steve Ackerman, Managing Director, Somethin' Else (UK)

Jan Godsk, Founder Ideatakeaway and Chairman, BCMA Scandinavia (Denmark)

Bjoern Asmussen, Senior Lecturer in Marketing, Oxford Brookes University (UK)

Graham Goodkind, Founder, Frank PR (UK)

Paul Bay, Founder, Citizenbay

Chris Gorell Barnes, CEO, Adjust Your Set™ (UK)

Robert Bean, Founder, Robert Bean Branding (UK)

Uroš Goričan, Creative director at Publicis Slovenija (Slovenia)

David, Berkowitz, Chief Marketing Officer, MRY (USA)

Morgan Holt, Chairman at the BCMA (UK)

Daniel Bô, CEO and founder of QualiQuanti, and author of Brand Content, and Brand Culture (France)

Melissa Hopkins, Global Head of Brand MarComms at Vodafone (UK)

Samantha Glynne, Managing Partner at Publicis Entertainment (UK)

Katy Howell, CEO, immediate future (UK) Idil Cakim, analyst and author of Implementing Word of Mouth (USA) Jason Hughes, Head of Branded Content & Product Placement, Sky MEDIA (UK) Andrew Canter, CEO, BCMA (UK) Stan Joseph, CEO, Ochre Moving Pictures (South Africa) Dave Chaffey, CEO, Smart Insights Doug Kessler, Founder, Velocity Partners (UK) Tony Chow, Media Consultant and Chief Storyteller at What’s your Story Inc (Singapore) Chris Clarke, Chief Creative Officer, at DigitasLBi (UK) Minter Dial, Professional Speaker, Consultant & Coach and Brand & Digital Marketing Strategist (France/UK) Scott Donaton, Chief Content Officer, UM (USA)

James Kirkham, Global Head: Social & Mobile at Leo Burnett (UK) Charlene Li, co-author of the bestseller Groundswell, author of the New York Times bestseller Open Leadership, and Founder of Altimeter Group (USA) Leo Liang, Senior Director of National Business Development, Youku Tudou Inc (China) John McDermott, Author, Digiday (USA)

Sarah Farrugia, Thinker, Strategist, Progressive at Sarah Farrugia & Company (UK)

Sean McKeown, Commercial Director, Mumbrella Asia (Singapore)

Tim Foley, MD, pointlogic (UK)

Nick Mercer, Commercial Director at Eurostar (UK)

Sandra Freisinger-Heinl, Journalist at Branded Entertainment Online (BEO) and Managing Director at MA Media Agency (Germany)

Doug Neisser, Founder & CEO at Renegade (USA)

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Karen Pearson, CEO and Founder of Folded Wing (UK)

Mark Welland, Founder at New Media Works (UK)

PJ Pereira, Chief Creative Officer, Pereira & O'Dell (USA)

Mark Wood, Partner at Krempelwood (UK)

Gretchen Ramsey, VP, Strategy at Tenthwave (USA)

Sarah Wood, COO, Unruly (UK)

Drew Rayman, Managing Parter, Tenthwave (USA)

Barney Worfolk-Smith, Head of Creative Solutions, Unruly (UK)

Crispin Reed, Managing Director, Fusion Learning ((UK))

Ian Wright, Managing Director at Tapestry Research (UK)

Michael Reeves, Business Development Director, Red Bee Media (UK)

Mario Yiannacou, Media & Advertising Manager at ISBA (UK)

Chantel Rickards, Head of Programming/Branded Content EMEA at MEC (UK) Sander Saar, Product Manager, AOL Joanna Scarratt, Head of Brand Partnership at United Agents (UK) Eric Schwamberger, Strategy Partner, Tenthwave (USA) Doug Scott: President, Ogilvy Entertainment (USA) Chris Sice, Managing Director at Blended Republic (UK) Ryan Skinner, Senior Analyst - Content Marketing, Forrester Research (UK) Chris Smith, Business development director at Romelle Swire (UK) Stewart Thomson, ex-Research Director at Ipsos MORI, Media CT Division (UK) Jadis Tillery, Social Media Strategist and Speaker (UK) Stephen Waddington, CIPR President Elect, Director of Ketchum Europe and author of Brand Anarchy and #BrandVandals (UK) Kami Watson Huyse, CEO, Zoetica (USA) Patricia Weiss, Chairman & Founder, BCMA South America; CSO, Wanted Agency; SVP Strategic Consultant for Branded Content, Branded Entertainment & Transmedia Storytelling, ASAS da Imaginaçaõ (BRAZIL)

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