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Branded content in digital media (I)

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Alessandro Bernardi
Alessandro Bernardi

Branded content, native advertisement

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Branded Content in Digital Media Alessandro Bernardi @Bernardamus alesbernardi@gmail.com
2 1 El Brand Content dentro de la estrategia global Innovación y cambio de formato para la comunicación2 Social CRM: nuevas estrategias de gestión de la información3 Viralidad y transmedialidad4 Alessandro Bernardi @Bernardamus
3 BRAND + CONTENT ? Alessandro Bernardi @Bernardamus
4Alessandro Bernardi @Bernardamus WHAT BRANDS WANT Awareness Consideration Brand attribution Sales WHAT CONTENT IS ABOUT Entertainment Story Ratings Tickets Two very different words coexist
5Alessandro Bernardi @Bernardamus WHAT BRANDS WANT Awareness Consideration Brand attribution Sales WHAT CONTENT IS ABOUT Entertainment Story Ratings Tickets Two very different worlds coexist
6Alessandro Bernardi @Bernardamus ENTERTAINSELL BRANDS SELL PUBLISHERS ENTERTAIN
7Alessandro Bernardi @Bernardamus Creative agencies? Media agencies? PR companies? Brand owners? WHO DOES CONTENT BEST? SO, SHOULD ADVERTISING COMPANIES DO CONTENT … OR CONTENT COMPANIES DO ADVERTISING?
8 What is the Branded Content? Alessandro Bernardi @Bernardamus “GOOD BRANDED CONTENT IS CONTENT YOU WOULD WATCH IN SPITE OF THE BRAND”
9Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT DIGITAL BRANDED CONTENT
10Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT Transmedialidad DIGITAL BRANDED CONTENT
11Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT Engagement Transmedialidad DIGITAL BRANDED CONTENT
12Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT Engagement Viralidad Transmedialidad DIGITAL BRANDED CONTENT
13Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT Engagement Viralidad Transmedialidad User Generated Content DIGITAL BRANDED CONTENT
14Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT Engagement Viralidad Transmedialidad User Generated Content Big Data DIGITAL BRANDED CONTENT
15Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT Engagement Viralidad Transmedialidad User Generated Content Social CRM Big Data DIGITAL BRANDED CONTENT
16Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT Engagement Viralidad Transmedialidad User Generated Content Social CRM Reactive Marketing Big Data DIGITAL BRANDED CONTENT
17 http://www.iabspain.net/wp-content/uploads/downloads/2014/04/infografia-branded-content-final.pdf Alessandro Bernardi @Bernardamus Branded Content definition
18Alessandro Bernardi @Bernardamus Branded Content definition
19Alessandro Bernardi @Bernardamus Do we like Branded Content?
20Alessandro Bernardi @Bernardamus Branded Content definition
21 NOT Branded Content! Alessandro Bernardi @Bernardamus Street Marketing
22Alessandro Bernardi @Bernardamus NOT Branded Content! Product Placement
23Alessandro Bernardi @Bernardamus Ambient Marketing NOT Branded Content!
24Alessandro Bernardi @Bernardamus Packaging NOT Branded Content!
25Alessandro Bernardi @Bernardamus Branded Content & Native Advertising
26 Branded Content & Native Advertising Alessandro Bernardi @Bernardamus
27 Native Advertising Alessandro Bernardi @Bernardamus
28 Native Advertising Alessandro Bernardi @Bernardamus
29 Native Advertising Alessandro Bernardi @Bernardamus http://www.playgroundmag.net/noticias/bacardi/
30 Advertorials & Sponsored Content Alessandro Bernardi @Bernardamus
31 Advertorials & Sponsored Content Alessandro Bernardi @Bernardamus
32 Advertorials & Sponsored Content Alessandro Bernardi @Bernardamus http://www.playgroundmag.net/noticias/advertorial/
33 Owned Content Alessandro Bernardi @Bernardamus
34 Owned Content Alessandro Bernardi @Bernardamus
35Alessandro Bernardi @Bernardamus Branded Content definition
36 Branded Content Apps Alessandro Bernardi @Bernardamus https://www.youtube.com/watch?v=SoKcAMDQn2I
37 Branded Content & Games Alessandro Bernardi @Bernardamus
38 Source of branded content Alessandro Bernardi @Bernardamus From the big production …. … to the User Generated Content
39 User Generated Content Alessandro Bernardi @Bernardamus
40Alessandro Bernardi @Bernardamus Source of branded content
41Alessandro Bernardi @Bernardamus Branded Content definition
42Alessandro Bernardi @Bernardamus Branded Content definition
43 Engagement: Love Brand
44 Engagement: Interaction
45 Engagement: KPI
46Alessandro Bernardi @Bernardamus Branded Content definition
47Alessandro Bernardi @Bernardamus Branded Content definition
48Alessandro Bernardi @Bernardamus Budget for Branded Content The Content Council (2015)
49Alessandro Bernardi @Bernardamus Channels for Branded Content The Content Council (2015)
50Alessandro Bernardi @Bernardamus Branded Content definition

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