CEO of Content & Co Stuart McLean spoke at this week’s OMMA Video conference on the impact that branded content can have – but only when done the right way. For client Schick, Content & Co saw incredible results from “Clean Break,” an original reality-based series now in its third season. By keeping the focus on producing quality content, Content & Co and Schick were able to go beyond traditional advertising to reach the target audience in a new and engaging way, leading to a quantifiable leap in sales—up 21% the first month the program ran.
The series, following three millennial guys who leave their ordinary lives behind for adventures in exotic Hawaii, was the perfect solution to engage with male consumers beyond a thirty second commercial. According to Jeff Chapman, Senior Director, Global Brand Communications, Energizer Personal Care, “Emotion is created over time; it doesn’t happen instantaneously.”
Perhaps most striking is that Clean Break is presented by a men’s razor company, but does not include a single product placement or shot of a man shaving. The key to keeping branded entertainment interesting is creating content that viewers connect with and enjoy while keeping advertising to the usual channels — something that Content & Co strives to do for all clients. For Stuart, “The story is about allowing content to lead,” a sentiment not always echoed in the industry. Hear more from Stuart: [VIDEO]
Next up for the series? Taking on New Zealand. Watch the latest season of Clean Break here.
Today at OMMA Video, Microsoft presented research conducted in conjunction with several key advertising partners and commissioned by Nielsen on how TV and online video advertising can work together to reach consumers. David Porter, Global Strategy Lead of Video at Microsoft, revealed five of the research insights in MediaPost to help brands better understand how digital video campaigns can complement a standard TV campaign.
Take a look at the article below from David Porter, global strategy lead, video at Microsoft, to learn more:
TV and online video have often been depicted as being in “platform wars” against each other.
Despite the emergence of several new screens over the last few years, television remains the most effective way for advertisers to reach an audience at scale. Yet as viewing habits evolve and more quality content becomes available online, advertisers should consider how to connect with their consumers outside the confines of the traditional living room.
Historically, marketers have faced a number of hurdles on how to successfully evaluate TV and online video. It can be difficult to identify and target an incremental audience online. Secondly, digital screens have yet to see the meaningful scale that television has reliably provided advertisers — and until recently, consumer access to broadcast-quality premium content online was very limited. Finally, from a measurement standpoint, the industry has lacked a consistent methodology standard to measure audiences across platforms, devices and screens.
Yet TV and digital video can truly work in concert together to surround the consumer with the best of sight, sound and motion across all screens.
Microsoft, in conjunction with several key advertising partners, commissioned Nielsen to conduct research examining how TV and online video advertising can work together to achieve optimal reach, frequency and GRP metrics. After more than a year spent on research and analysis, we have revealed five practical insights that intend to help brands better understand how digital video campaigns can complement a standard TV campaign… [CONTINUE READING]