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
20
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.” 21
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. 22
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.”
23
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
24
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.” 26
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”. 29
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)
32
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)
33