Video version of this: http://allegoriedesign.com/?p=355 Detailed Description: We can see great, early examples of branded entertainment from progressive brands including BMW, Old Spice, Red Bull, and Dos Equis. Now that each individual receives over 15,000 advertising messages in a single day, companies need to think of new ways to stand out from all of that clutter. Interrupting what consumers want to watch the way that a traditional TV commercial does is an old methodology that is becoming less and less effective. It is also creating a less ideal user experience. Effectively embedding your brands' message into what consumers want to see is a much more effective way to break through the clutter. This trend will become much more mainstream as it is often much more effective.

1. TREND 1 OF 7:
BRANDED ENTERTAINMENT
OVERTAKES TRADITIONAL
DISRUPTIVE ADVERTISING
Saturday, December 1, 2012

2. Consumers
print
C
TV
B
B B
radio C C
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Saturday, December 1, 2012

3. 15,000+ commercial messages per day
Brands email Consumers
mobile
B B
print
B
C
TV
B
B B
radio C C
display
B B
B
reviews
B
B social
B
blogs
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Saturday, December 1, 2012

4. We have to fight for their attention.
Even more so, we have to fight for their
trust. Donʼt be the kid who screams in class.
Entertain instead of disrupt.
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Saturday, December 1, 2012

5. When you entertain, consumers actually seek out
your advertisement. Especially good for branding.
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Saturday, December 1, 2012

6. @MrobertsOnline
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7. @MrobertsOnline
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8. Banana Republic and Mad Men
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Saturday, December 1, 2012

9. Red Bull
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10. Brightcove places targeted ads “around” video.
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Saturday, December 1, 2012

11. Brightcove places targeted ads “around” video.
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Saturday, December 1, 2012

12. Brightcove places targeted ads “around” video.
Green screen product placement = more relevance
= more revenue.
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Saturday, December 1, 2012

13. Next, Amazonʼs advanced behavioral targeting
technology will be used to target via the green
screen. The movie will change depending on
who is watching it.
Costs < Return.
Terminator 2 + Harley Davidson.
YouTube videos can become a part of
popular culture.
Create new revenue streams. Sell the content.
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Saturday, December 1, 2012

14. Start on YouTube. Falling production costs + free
distribution.
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Saturday, December 1, 2012

15. Start on YouTube. Falling production costs + free
distribution.
Reduce risk through strategic partnerships.
Banana Strategic
Mad Men
Republic Partnership
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Saturday, December 1, 2012

16. Some inspiration, ideas and research from:
Jeremiah Owyang ComScore
Thomas Baekdal Altimiter Group
McKinsey Richard Bartel
Gabe Zicherman Roger McNamee
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Saturday, December 1, 2012

17. Saturday, December 1, 2012

18. Questions?
Mike Roberts
562.481.1117
Roberts.SanDiego@gmail.com
Blog: www.AllegorieDesign.com
@MrobertsOnline
www.linkedin.com/in/mrobertsonline/
Saturday, December 1, 2012