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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: nueva...
3
BRAND + CONTENT ?
Alessandro Bernardi @Bernardamus
4Alessandro Bernardi @Bernardamus
WHAT BRANDS
WANT
Awareness
Consideration
Brand attribution
Sales
WHAT CONTENT IS
ABOUT
E...
5Alessandro Bernardi @Bernardamus
WHAT BRANDS
WANT
Awareness
Consideration
Brand attribution
Sales
WHAT CONTENT IS
ABOUT
E...
6Alessandro Bernardi @Bernardamus
ENTERTAINSELL
BRANDS
SELL
PUBLISHERS
ENTERTAIN
7Alessandro Bernardi @Bernardamus
Creative agencies? Media agencies? PR companies? Brand owners?
WHO DOES CONTENT BEST?
SO...
8
What is the Branded Content?
Alessandro Bernardi @Bernardamus
“GOOD BRANDED CONTENT
IS CONTENT YOU WOULD
WATCH
IN SPITE ...
9Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRAND...
10Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRAN...
11Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRAN...
12Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRAN...
13Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRAN...
14Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRAN...
15Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRAN...
16Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRAN...
17
http://www.iabspain.net/wp-content/uploads/downloads/2014/04/infografia-branded-content-final.pdf
Alessandro Bernardi @...
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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Branded content in digital media (I)

  1. 1. Branded Content in Digital Media Alessandro Bernardi @Bernardamus alesbernardi@gmail.com
  2. 2. 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. 3. 3 BRAND + CONTENT ? Alessandro Bernardi @Bernardamus
  4. 4. 4Alessandro Bernardi @Bernardamus WHAT BRANDS WANT Awareness Consideration Brand attribution Sales WHAT CONTENT IS ABOUT Entertainment Story Ratings Tickets Two very different words coexist
  5. 5. 5Alessandro Bernardi @Bernardamus WHAT BRANDS WANT Awareness Consideration Brand attribution Sales WHAT CONTENT IS ABOUT Entertainment Story Ratings Tickets Two very different worlds coexist
  6. 6. 6Alessandro Bernardi @Bernardamus ENTERTAINSELL BRANDS SELL PUBLISHERS ENTERTAIN
  7. 7. 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. 8. 8 What is the Branded Content? Alessandro Bernardi @Bernardamus “GOOD BRANDED CONTENT IS CONTENT YOU WOULD WATCH IN SPITE OF THE BRAND”
  9. 9. 9Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT DIGITAL BRANDED CONTENT
  10. 10. 10Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT Transmedialidad DIGITAL BRANDED CONTENT
  11. 11. 11Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT Engagement Transmedialidad DIGITAL BRANDED CONTENT
  12. 12. 12Alessandro Bernardi @Bernardamus Branded Content in the Digital Era Story-telling Brand ValuesEntertainment CLASSIC BRANDED CONTENT Engagement Viralidad Transmedialidad DIGITAL BRANDED CONTENT
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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. 17. 17 http://www.iabspain.net/wp-content/uploads/downloads/2014/04/infografia-branded-content-final.pdf Alessandro Bernardi @Bernardamus Branded Content definition
  18. 18. 18Alessandro Bernardi @Bernardamus Branded Content definition
  19. 19. 19Alessandro Bernardi @Bernardamus Do we like Branded Content?
  20. 20. 20Alessandro Bernardi @Bernardamus Branded Content definition
  21. 21. 21 NOT Branded Content! Alessandro Bernardi @Bernardamus Street Marketing
  22. 22. 22Alessandro Bernardi @Bernardamus NOT Branded Content! Product Placement
  23. 23. 23Alessandro Bernardi @Bernardamus Ambient Marketing NOT Branded Content!
  24. 24. 24Alessandro Bernardi @Bernardamus Packaging NOT Branded Content!
  25. 25. 25Alessandro Bernardi @Bernardamus Branded Content & Native Advertising
  26. 26. 26 Branded Content & Native Advertising Alessandro Bernardi @Bernardamus
  27. 27. 27 Native Advertising Alessandro Bernardi @Bernardamus
  28. 28. 28 Native Advertising Alessandro Bernardi @Bernardamus
  29. 29. 29 Native Advertising Alessandro Bernardi @Bernardamus http://www.playgroundmag.net/noticias/bacardi/
  30. 30. 30 Advertorials & Sponsored Content Alessandro Bernardi @Bernardamus
  31. 31. 31 Advertorials & Sponsored Content Alessandro Bernardi @Bernardamus
  32. 32. 32 Advertorials & Sponsored Content Alessandro Bernardi @Bernardamus http://www.playgroundmag.net/noticias/advertorial/
  33. 33. 33 Owned Content Alessandro Bernardi @Bernardamus
  34. 34. 34 Owned Content Alessandro Bernardi @Bernardamus
  35. 35. 35Alessandro Bernardi @Bernardamus Branded Content definition
  36. 36. 36 Branded Content Apps Alessandro Bernardi @Bernardamus https://www.youtube.com/watch?v=SoKcAMDQn2I
  37. 37. 37 Branded Content & Games Alessandro Bernardi @Bernardamus
  38. 38. 38 Source of branded content Alessandro Bernardi @Bernardamus From the big production …. … to the User Generated Content
  39. 39. 39 User Generated Content Alessandro Bernardi @Bernardamus
  40. 40. 40Alessandro Bernardi @Bernardamus Source of branded content
  41. 41. 41Alessandro Bernardi @Bernardamus Branded Content definition
  42. 42. 42Alessandro Bernardi @Bernardamus Branded Content definition
  43. 43. 43 Engagement: Love Brand
  44. 44. 44 Engagement: Interaction
  45. 45. 45 Engagement: KPI
  46. 46. 46Alessandro Bernardi @Bernardamus Branded Content definition
  47. 47. 47Alessandro Bernardi @Bernardamus Branded Content definition
  48. 48. 48Alessandro Bernardi @Bernardamus Budget for Branded Content The Content Council (2015)
  49. 49. 49Alessandro Bernardi @Bernardamus Channels for Branded Content The Content Council (2015)
  50. 50. 50Alessandro Bernardi @Bernardamus Branded Content definition
  • mohammedalsaif12

    Apr. 23, 2019
  • AlamoAvilaQuicha

    Sep. 10, 2018
  • sergiobernardi

    Oct. 17, 2015
  • lauraseol

    Sep. 21, 2015

Branded content, native advertisement

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