2. ...........................
AN INTRODUCTION
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BRANDED CONTENT
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PREPARED BY RIGHT ANGLE
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MAY 2009
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3. CONTENTS
TEN MINUTES
Trends and Insights
Branded Content
What it is
What it isn’t
Some Examples
The Bigger Picture
DOs and DON’Ts
4. ................................
TRENDS AND INSIGHTS
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PREPARED BY RIGHT ANGLE
.......................................
.............
MAY 2009
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5. TRENDS AND INSIGHTS
ONLINE OXYGEN
“The internet is no longer
just a source of information.
It is increasingly important
to our view of self.”
6. TRENDS AND INSIGHTS
THE FEMALE WEB
“The fact that there are now
more women then men
online heralds in a new era.
Embrace dialogue, be
honest, creative and subtle.”
7. TRENDS AND INSIGHTS
TWINSUMING AND GRANULATION
“Consumers increasingly
connect to taste twins (their
peers) when making
commercial decisions, rather
than rely on traditional
advertising.”
8. TRENDS AND INSIGHTS
ONLINE SOURCING
“Consumers control how
they experience the web and
increasingly make decisions
from the screen.”
10. BRANDED CONTENT
WHAT IS IT?
“Simply put, branded content covers any project where the
money goes directly into the production of the content.”
11. BRANDED CONTENT
WHY IS IT HAPPENING?
“Multiple channels, new
technologies, a less attentive
consumer have made
interruptive connection with
consumers more and more
difficult, the old collision-
model of advertising is
becoming increasingly
anachronistic.”
18. BRANDED CONTENT
WHAT IS THIS REALLY ABOUT?
“Take the exact definition of ‘branded content’ out of the
equation and what we are talking about collaboration
between publisher, media agency and client to produce
content that is of value for the consumer.”
22. BRANDED CONTENT
DON’T
1. DON’T fall in love with technology
2. DON’T imagine TV on the internet
3. DON’T presume all eyeballs and publications are
created equal