theibcdaily
Executive Summary 21 The impact of new players
How do agencies help brands engage with audiences with ad-funded content? “The opportunities are endless, and the challenge is making sure your clients are investing in the right type of content for their audience, creating communications products that add value. First, we work out what role content should play in the communications mix and then we start with what's interesting to the audience that the brand is trying to reach.”
Do these opportunities involve co-production partnerships or will brands reach out directly to consumers? “Partnering is a very effective way to reach a broad or targeted audience with credibility in the beginning. Knowing what a client's business ambition is for content helps you determine if long-term partnership is the best way forward or if a brand should create its own products/IP direct. You've got to be pretty interesting or entertaining to compete with the big guys and it most certainly isn't the right strategy for lots of clients. A few will cut through and it will be exciting to watch those audiences grow.”
“We guide clients to create content the audience really values”
Who owns the audience now?
Ella D’Amato Managing Director, Drum
Region: UK Interviewed by: Ann-Marie Corvin
How do you keep multiple stakeholders happy and still get the client's message across (as in What’s Cooking funded by Sainsbury’s for Channel 4, managed by Drum)? “We always explain to our clients at the very start of the journey that making content is incredibly different to making advertising. The key is always keeping the audience in mind first, then the client’s needs. The broadcaster will always be thinking about themselves and rightly so: in the eyes of its audience they own the show, not the client. “Earlier this year ITV Group
Commercial Sales director Simon Daglish declared that ninety per cent of all ad funded content is ‘crap’ and that consumers ‘don’t give a stuff about brands’. Broadcasters like ITV don't need AFPs on their channels. If a show is good they will have enough money to fund it themselves. “Simon isn't wrong, there is a lot of
rubbish out there. It's our job to make sure that we guide clients to create content they are proud of and, more importantly, the audience really values. Being part of the Omnicom network means we get to witness some great content stories in other territories too. For example, The Voicewas created by OMD Holland – originally for Vodafone – and that show has done pretty well globally!”
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