Download - Branded content
Branded content in magazinesARC
Non Ad Advertising
• Mix of editorial content and commercial message
Either:
• Paid for directly by an advertiser
• Not paid for directly (fi. theme pages)
AdvertorialCommercial content in look & feel oftitle (product info, pack shot, logo)
Editorialintegration
Commercial content integrated ineditorial pages (f.e. product placement)
Non Ad Advertising
Shopping page Multiple products in standard commercial format
Reader’s incentives
Subscription, special promotions
Theme pages Multiple products in editorial pages
Advertorials
• What is an advertorial?
• Pro’s and cons
• When are advertorials most useful?
• Do’s and don’ts
• Effectiveness of advertorials
• Best Practices
Example of advertorial in Dutch cooking magazine
What is an advertorial?
ad·ver·to·ri·al
advertisement deliberately styled to look like the editorial (non-advertisement) matter of a newspaper or magazine in which it appears
• ad with an editorial look & feel and a commercial message.
• advertiser is always visible, f.e. with a logo or pack shot.
• advertorial always has same look & feel as the magazine, i.e. is made specifically for (or adapted to) the title
Source: Business Dictionary.com
Effectiveness of Advertorials – Ingrid van der Werf
What is an advertorial?
Example of Dreft Color Wash advertorial in women’s weekly
When are advertorials most useful?
Main objectives for advertorials:
• Creating credibility
• Giving more detailed product information
• Engaging readers
Source: Effectiveness of Advertorials – Ingrid van der Werf
When to use an advertorial?
• Multiple product messages
• Complicated product messages
• Detailed information on product range or portfolio
• Demonstration
• When credibility is important (f.i. testimonials)
• To extend the media life of a mature product
• Segmentation: specific tone of voice and/or specific info for different target groups
Source: Advertorial Impact Study, Sanoma Uitgevers
Pro’s and cons
Pro’s
• Perceived as a personal recommendation from the magazine
• Higher credibility
• Not perceived as an ad
• Readers take more time looking at it
• Complementary to ‘regular ads’
Con’s
• 1 shot = 1 insertion
• Needs to be redesigned to fit another magazine
• There are restrictions (f.i. label to id it as an ad)
• Extra production costs (per insert)
• Requires reading (bigger effort), possibly less brand recognition (more subtle branding)
More & more part of integrated packages (classic ads, creative formats, advertorials & editorial integrations)
Source: Advertorials, why and how? – Sanoma UitgeversThesis ‘Advertorials’ – Saskia Smets
Effectiveness of Advertorials – Ingrid van der Werf
Do’s & don’ts
• No hard selling techniques
• Supplement the editorial content of the magazine
• Balance between text & images (higher impact)
• Be attractive (= acceptance and likeability)
• Be subtle about the brand
• Fit the editorial & commercial objective
Source: Advertorials, why and how? – Sanoma Uitgevers
Effectiveness of advertorials
Stop/Watch – Belgium
• Advertorials are more informative
• And better suited to the magazine
• Better integrated (adapted to editorial content) higher impact
Note: Effective score of advertorials in StopWatch is lower than average of all ads. Reason is that advertorials can be placed only one time: no repetition, no ad stock.
Source: Stop/Watch
Effectiveness of advertorials
Advertorial impact study (ARO) as part of ad impact study (RRO)
ARO (all advertorials) RRO (all ads)
Information
Contains new information 2,9 2,8
Provides reliable info 3,6 3,3
Motivation
Gives me new ideas 3,0 2,7
I will definitely buy it 2,8 2,8
It arouses me 2,8 2,8
Scores: 1 = definitely don’t agree, 5 = definitely agree
Database: ARO’s = 53, RRO’s = 1657 in 2006
Source: Effectiveness of Advertorials – Ingrid van der Werf
Power of Magazines & publi’s
Large reach Segmentation
Intimicy
Engaging
Impact
Move people
Future +++
More general
Pushing
Softer
Awareness
Future --
Classic ad Publi’s Editorial Integration
Creative formulas
Quality of contact
Creditibility Ad perception
Informative
Engaging
Emotional
Identification
Brand linked
Informative - -
Pushing
Neutral
Distant
Ad linked
Classic ad Publi’s Editorial Integration
Halo effect
DNA match
Quality of contact
Reach Impact
Classic ad
Publi’sEditorial Integration
Diadermine
Advertorial ‘Diadermine’ in bi-weekly esta
Advertorial for facial cream of Diadermine in bi-weekly esta (the Netherlands)
Results from effectiveness study
• Unaided brand awareness almost doubled (increase: from 9% to 17%)
• Aided brand awareness increased from 68% to 76%, no other brand shows significant growth
• (Future) use of Diadermine hasn’t increased
Danone Actimel
Campaign with ad and advertorial:
‘is your resistance ready for autumn’
Results from effectiveness study
Advertorial Ad
I’ve seen it 68% 66%
Recognized brand 81% 85%
More positive about brand 28% 15%
Made me buy it 6% 6%
Maybe buy it 25% 28%
Advertorial campaigns
One shot or not?
An advertorial cannot be inserted twice
But it is possible to create an advertorial campaign:
• One product in many magazines
OR
• Many products in one magazine
T-Mobile – Sanoma Uitgevers
• 10 different advertorials in 10 women’s titles
• Each advertorial featured a different woman from the target group
• All advertorials had to follow general guidelines to create unity
– Bring out the feeling of the magazine in the advertorial
– Atmospheric
– Full page
– Communicate the advantage of the mobile offer
– Connects with the editorial feel of the magazine
– Explanation of the ‘MyFaves’ mobile offer
T-Mobile – Sanoma Uitgevers
Woman calls closest friends in Libelle (all women, 35-55yr)
Psychological test in
MIND magazine:
Who listens to you?
Who do call and why? Street question in Viva (20-35yr)
Click here for full case report
Sony Ericsson – Sanoma Uitgevers
• 6 different advertorials in women’s titles
• Inspired by T-Mobile advertorials
• General guidelines
– Style and technology are central themes
– Testimonial of a woman from target group
– Technical features of the C902 Cybershot
Click here for full case report
Sony Ericsson – Sanoma Uitgevers
CosmopolitanMust have phone for Kim (26)Demonstrates one phone feature: sends picture of a dress she is trying on to ask opinion from her friends
Marie ClaireThe C902 is so easy to use and has so many features that Carina’s friends are instantly jealous
Click here for full case report
Maggi
Femme d’Aujourd’hui
Story
Flair
Evita
Bodysol - Libelle
e-advertorial
What is an e-advertorial?
• An e-advertorial is a digital advertorial
• Example e-advertorial on women’s weekly site Libelle.nl
• Recipe for an Easter meal, using products from Conimex
Editorial integration
What is an editorial integration?
• Editorial where a product or brand is present in some way (name or visual of the product)
• Content of the editorial is determined by the editors
• Advertiser pays for exposure*, not for production of editorial
*contrary to the use of products selected by the editorial team, which is never directly paid for by the advertiser
Bodysol – shower and skin care products
Activation: tell us about your personal wellness time!
Bodysol – gatefold Libelle
Activation:Win a personal care package by Bodysol and Libelle
Andrelon with Libelle
Editorial about the results of the Andrelon Make Overs during the Libelle Summer Week
Delicious – Old Amsterdam, Boursin
Delicious – Magnum and Lassie
Knorr – Sanoma Magazines Belgium
Background
• Knorr, a packaged food brand (soups, salad dressings etc.) from Unilever is introducing a new product:
– Stock (soup base) in one-serving package
• Two waves
– 1: Four recipes of Knorr in the magazines
– 2: Introduction of the new product, incl. three new recipes
Knorr – Sanoma Magazine BelgiumWave 1 – Spring 2008
Four recipes in women’s weeklies Libelle & Femmes
Wave 2 – Autumn 2008
Introduction of new product
Knorr – Sanoma Magazines Belgium
First wave tested in impact study for editorial pages
Results for Libelle
• 85% read the article(average reading score: 66,8%)
• 88% thought of it as an article
• 36% of readers saw the name ‘Knorr’
Click here for full case report
Product placement
What is a product placement?
• A form of editorial integration
• The product features one way or another in an editorial, f.i. in photo shoot
C & A
Home deco
• VTwonen favorite:
– Philips Wake Up light
Heineken & Cosmopolitan
Integrated packages
ROC – Sanoma Magazines BelgiumNon-Sanoma:
tv & outdoor - presenting product novelties: Retin-Ox (35 Yrs) Complete Lift (50+) Multi Perfexion (60+)
Sanoma:
print and online – communicate product differences and product use:
‘Be there’ - editorial integration
‘Make it happen’ - promotion Product+
‘Share the experience’ - testimonials, round table
Advertorials
Product placement on editorial beauty
shopping pages
Editorial integration
Round table – readers discuss products
Free make-up bag: announcement and cover
Tefal – Sanoma Uitgevers
Background
Tefal wants to claim mental leadership in cooking ware in 2008 – 2009
Big idea
• ‘Cooking in the Country’ (NL: Pan in het Land)
• Touring with one pan through Holland
• Experiencing different kitchens, dishes, cultures and recipes
Both advertorials and online integrations in womens magazines and websites
Tefal – Sanoma Uitgevers
¼ ad followed by an advertorial with recipe and
background story of the cook in womens weekly Flair
Magazines
Click here for full case report
Tefal – Sanoma Uitgevers
Online
Content integration in special cooking segment on the website
Teasers on website
More examples?Look in the Best Practices Library
Select Advertorials or Magazine Other in ‘Channels Used’