"So where is advertising going with all this stuff like Tivo? Is it going to be just a bunch of product placement in our TV shows?"
That is what a friend asked me this weekend. Branded entertainment purists should rejoice, the business is only going to continue to grow regardless of whether the executions are good or not. A hot off the press ANA publication, Best Practices in Branded Entertainment, reviews how to do this right, as well as some of those who have succeeded (IAG contributed tracking and ROI for many of the case studies). Go here for a breakdown on a Ten Point Plan for Better Branded Entertainment which expands on the questions below:
- Is it brand relevant and brand positive?
- Does it build brand awareness?
- Does it break through advertising clutter?
- How long is the integration on-screen? Is it long enough for viewers to notice?
- Is it organic?
- Can the integration build buzz?
- Is there a demonstration of your product or service in the program? Or, can the program highlight key brand attributes?
- Will the program generate positive publicity and media coverage?
- How does the program relate to the rest of your brand marketing? If it’s an event, does it have a beginning, middle, and end?
- The prize is ROI. What’s the return on investment? What results do you plan to measure – and how will you do it?