branded content in digital media (i)
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Branded Content in Digital Media
Alessandro Bernardi
@Bernardamus
alesbernardi@gmail.com
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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
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BRAND + CONTENT ?
Alessandro Bernardi @Bernardamus
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Alessandro Bernardi @Bernardamus
WHAT BRANDS WANT
AwarenessConsideration
Brand attributionSales
WHAT CONTENT IS ABOUT
EntertainmentStory
RatingsTickets
Two very different words coexist
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Alessandro Bernardi @Bernardamus
WHAT BRANDS WANT
AwarenessConsideration
Brand attributionSales
WHAT CONTENT IS ABOUT
EntertainmentStory
RatingsTickets
Two very different worlds coexist
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Alessandro Bernardi @Bernardamus
ENTERTAINSELL
BRANDSSELL
PUBLISHERSENTERTAIN
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Alessandro 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?
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What is the Branded Content?
Alessandro Bernardi @Bernardamus
“GOOD BRANDED CONTENT
IS CONTENT YOU WOULD WATCH
IN SPITE OF THE BRAND”
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Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
DIGITAL BRANDED CONTENT
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Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Transmedialidad
DIGITAL BRANDED CONTENT
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Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Transmedialidad
DIGITAL BRANDED CONTENT
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Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
DIGITAL BRANDED CONTENT
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Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
User Generated
Content
DIGITAL BRANDED CONTENT
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Alessandro 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
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Alessandro 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
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Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
User Generated
Content Social CRM
ReactiveMarketing
Big Data
DIGITAL BRANDED CONTENT
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http://www.iabspain.net/wp-content/uploads/downloads/2014/04/infografia-branded-content-final.pdf
Alessandro Bernardi @Bernardamus
Branded Content definition
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Alessandro Bernardi @Bernardamus
Branded Content definition
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Alessandro Bernardi @Bernardamus
Do we like Branded Content?
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Alessandro Bernardi @Bernardamus
Branded Content definition
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NOT Branded Content!
Alessandro Bernardi @Bernardamus
Street Marketing
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Alessandro Bernardi @Bernardamus
NOT Branded Content!
Product Placement
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Alessandro Bernardi @Bernardamus
Ambient Marketing
NOT Branded Content!
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Alessandro Bernardi @Bernardamus
Packaging
NOT Branded Content!
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Alessandro Bernardi @Bernardamus
Branded Content & Native Advertising
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Branded Content & Native Advertising
Alessandro Bernardi @Bernardamus
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Native Advertising
Alessandro Bernardi @Bernardamus
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Native Advertising
Alessandro Bernardi @Bernardamus
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Native Advertising
Alessandro Bernardi @Bernardamus
http://www.playgroundmag.net/noticias/bacardi/
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Advertorials & Sponsored Content
Alessandro Bernardi @Bernardamus
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Advertorials & Sponsored Content
Alessandro Bernardi @Bernardamus
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Advertorials & Sponsored Content
Alessandro Bernardi @Bernardamus
http://www.playgroundmag.net/noticias/advertorial/
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Owned Content
Alessandro Bernardi @Bernardamus
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Owned Content
Alessandro Bernardi @Bernardamus
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Alessandro Bernardi @Bernardamus
Branded Content definition
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Branded Content Apps
Alessandro Bernardi @Bernardamus
https://www.youtube.com/watch?v=SoKcAMDQn2I
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Branded Content & Games
Alessandro Bernardi @Bernardamus
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Source of branded content
Alessandro Bernardi @Bernardamus
From the big production ….
… to the User Generated Content
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User Generated Content
Alessandro Bernardi @Bernardamus
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Alessandro Bernardi @Bernardamus
Source of branded content
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Alessandro Bernardi @Bernardamus
Branded Content definition
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Alessandro Bernardi @Bernardamus
Branded Content definition
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Engagement: Love Brand
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Engagement: Interaction
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Engagement: KPI
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Alessandro Bernardi @Bernardamus
Branded Content definition
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Alessandro Bernardi @Bernardamus
Branded Content definition
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Alessandro Bernardi @Bernardamus
Budget for Branded Content
The Content Council (2015)
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Alessandro Bernardi @Bernardamus
Channels for Branded Content
The Content Council (2015)
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Alessandro Bernardi @Bernardamus
Branded Content definition
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