Showing papers on "Branded content published in 2017"

Factors influencing customer engagement with branded content in the social network sites of integrated resorts

Abstract: The integrated resorts rely on social network sites (SNSs) for content marketing, while one of the main purposes of content marketing is customer engagement that will leverage the impact of branded content. This study investigates the factors influencing customer engagement with brand posts of integrated resorts on the SNSs. The findings highlight the important influence of both media-type and content-type factors on the level of customer engagement in SNSs of integrated resorts. This study provides practical implications for integrated resorts to develop SNS online content marketing strategy.

"F*ck It! Let's Get to Drinking-Poison our Livers!": a Thematic Analysis of Alcohol Content in Contemporary YouTube MusicVideos.

Abstract: Purpose: To describe the portrayal of alcohol content in popular YouTube music videos. Methods: We used inductive thematic analysis to explore the lyrics and visual imagery in 49 UK Top 40 songs and music videos previously found to contain alcohol content, and watched by many British adolescents aged between 11-18 years, and to examine if branded content contravened alcohol industry advertising codes of practice. Results: The analysis generated three themes. First, alcohol content was associated with sexualised imagery or lyrics and the objectification of women. Second, alcohol was associated with image, lifestyle and sociability. Finally, some videos showed alcohol overtly encouraging excessive drinking and drunkenness, including those containing branding, with no negative consequences to the drinker. Conclusion: Our results suggest that YouTube music videos promote positive associations with alcohol use. Further, several alcohol companies adopt marketing strategies in the video medium that are entirely inconsistent with their own or others agreed advertising codes of practice. We conclude that, as a harm reduction measure, policies should change to prevent adolescent exposure to the positive promotion of alcohol and alcohol branding in music videos.

Future developments in IMC: why e-mail with video trumps text-only e-mails for brands

Abstract: Purpose Marketers use e-mail in new, potentially more informative, entertaining and lucrative ways – such as embedding video. The purpose of this paper is to examine consumer responses to audiovisual (i.e. text along with a short video) versus text-only messages in brand communication. Specifically, authors seek to uncover the efficacy of marketer-embedded video (vs text-only) in e-mail on the consumer's product interest, informativeness, perceived prestige, electronic word-of-mouth (e-WOM) intentions and willingness to pass the electronic message along digitally or on social media. With the dual coding theory and selective visual attention as theoretical guideposts, the intended contribution is a framework that can explain and predict advantages for multi-modal e-mail marketing communications. Design/methodology/approach Five hypotheses are tested experimentally with a one-factor experiment with two conditions (text-only vs audiovisual). The sample was 240 adult participants. Real brands (Audi and Apple) were used. For both brands, participants were randomly assigned to one of two conditions of the e-mail (i.e. audiovisual vs text-only). The stimuli are identical, with the exception of embedded video in the e-mail body. The videos are authentic brand videos, are approximately 50 s and use a product feature appeal. Participants’ pre-existing brand attitude was measured. Then, five dependent variables (product interest, informativeness, perceived prestige, e-WOM intentions and willingness to pass the electronic message along digitally or on social media) were considered with respect to consumer exposure to e-mail with video and text in the e-mail from the brand versus text-only e-mail from the brand. Findings The results supported the hypotheses that audiovisual messages (i.e. those with text and video) heighten informativeness, product interest, perceived prestige, intentions to spread e-WOM for a brand and willingness to pass along the e-mail along to friends and family when compared to text-only messages. These experimental findings from a one-factor experiment with two conditions (text-only vs audiovisual) are generally consistent for an American consumer technology brand Apple (iPhone) and a German luxury automobile brand Audi (S4). Hypotheses are supported for both brands (Apple and Audi), with the exception of product interest for Audi, which may be explained by the high price of a luxury automobile. Research limitations/implications An implication here for the dual coding theory is that the theory may be extended to consider what happens after the consumer codes the information with both the verbal and the non-verbal subsystem. The finding of interest to information processing scholars is that a video accompanying text communication from a brand to a consumer has an advantage over text-only communication. Brands that communicate with multi-modal marketing communication have better outcomes in informativeness, brand prestige perceptions and intentions of online consumer behaviors, including positive e-WOM for the brand in general and willingness to pass the specific content along in digital and social media platforms. Consumers can become brand advocates by being more inclined to forward the e-mails with the product short video as well as the e-mail text. Practical implications Brand marketers should consider e-mail in an integrated brand promotion (IBP) campaign as a cost advantage; one of the reasons e-mail should have a solid place in the IBP toolkit is due to e-mail's relatively low cost. The main cost comes with administration and production of the video. As a managerial implication for advertisers, embedding ads of a short video format in e-mails is a way to be more effective than plain-text e-mails. Short videos in e-mails are a reasonable idea to include in an integrated marketing communications effort (plausibly due to information processing with both a verbal and a non-verbal system). Brands can use videos in e-mails to enhance informativeness regarding products to enhance product differentiation from competitors. Yet, it is important to raise caution with some concerning disadvantages potentially associated with e-mail marketing and video. The three areas of caution include potential issues of privacy, clutter and technical inhibitors. Originality/value Despite the fact that e-mail is one of the most heavily used communication tools in marketing, there is scarce literature on e-mail and branding. By brands evoking a degree of prestige with embedded videos, consumer willingness to become part of the marketing communications is enhanced, as their e-WOM and willingness to share the branded content increase.

Measuring the Effectiveness of Branded Content across Television and Digital Platforms: How to Align with Traditional Marketing Metrics While Capturing What Makes Branded Content Unique

Abstract: In 2016, Allstate partnered with The Atlantic on an ambitious branded-content initiative known as the Renewal Project, an online newsroom featuring stories and videos of social enterprise and innovation. Supported with grassroots local events, sponsored editorial on [TheAtlantic.com][1], and

'What if My Mum Sees It?’: Examination of visible brand interaction in the presence of a wider network

Abstract: Purpose It is known that to encourage people to interact (e.g. sharing) with brands through social media, businesses create content in line with the expectations of their target audience. On these sites, however, such interaction by consumers is visible, contributing to their self-presentation, which can be seen by their wider network; some of whom will find it appropriate, others may not. Currently, little is known about the effects of consumers’ own diverse set of audiences on behavioral intention toward brand interaction and emotional effect. The paper aims to discuss these issues. Design/methodology/approach Survey methodology (n=386) was adopted to examine intention to interact with real brand posts. Findings Results show that the brand interaction is associated with social anxiety when it is felt that visible evidence of such actions is discrepant from the audience expectations. This, then, constrains the behavioral intention to interact with brands online. Practical implications For businesses to maximize brand interactions and minimize social anxiety, they must be mindful of not just the expectations of their target but also consider their target’s own network. For site designers, this research urges for greater refining of privacy tools and suggests the addition of a “Secret Like” option. Originality/value Encouraging visible brand interaction through social media is paramount for businesses. Managers focus only on their target audience when designing content but neglect to consider the self-presentational implications of interacting with branded content to wider networks. This paper shows that this must be considered to increase success and maintain ethical practice. This is of value for multiple-stakeholders, managers, users, site designers and academics.

Nike on instagram: themes of branded content and their engagement power

Abstract: Instagram is the fastest developing new media of high interest to marketers. As at December 21, 2016, the community included 600 million Instagrammers. This paper explores the problem of whether various themes of branded content differ significantly in their engagement power (ability to generate likes, views, and comments). The methodological approach consists of online monitoring of content in posts of a leading brand, Nike, for its 17 verified-badge Instagram accounts. The study focused on posts during the month of February 2017. The chi-square goodness of fit test (for one variable) was applied in the data analysis stage of the research. The initial hypothesis of significant differences between branded content themes as regards their engagement power was accepted. The practical implications of these findings for marketers include better selection of brand messages for Instagrammers and an increase in engagement levels .

Commentary: Branded Content and Media-Marketing Convergence

Abstract: Your Facebook feed says “Recommended for you” and “Sponsored”. Your online magazine says “Paid Content”, another in Buzzfeed (2014) says “Promoted Content” and lists “12 Backpacking Hacks That Are Vital For Business Trips” in an article paid for by Holiday Inn Express. Buzzfeed may also list KFC as “Brand Publisher” for an article, “11 Things All Busy Families Should Make Time For”, including KFC’s Popcorn Nuggets (Buzzfeed, 2015). You read a powerful series of articles on hunger in America, but it is labelled “paid programme”, produced by the Wall Street Journal’s Custom Studios in collaboration with Mini, and includes such branded wisdom as “Mini owners are all different. There’s no one person that Mini drivers look like. It’s the same with food insecurity. It’s all walks of life”. From television product placement to mobile news feeds, brands are burrowing into media content. Exploring that merging of media and marketing was a key impetus behind the Branded Content Research Network, launched in late 2016. It aims to facilitate collaboration between academics, industry professionals and civil society to explore branded content practices and their media policy implications. Here are my reflections on some of the research tasks and policy issues arising from this collective endeavour.

El periodismo de marca en España. Una aproximación al perfil del brand journalist

Abstract: For many years brand names have been using techniques such as branded content or content marketing in an effort to establish new relationships with their customers Another more current method is known as brand journalism, and it is quickly becoming an excellent way for brand names to attract customers and maintain their loyalty through new channels In the United States and some European countries for example, this tendency is coming to the forefront, while in our country its implementation is still limited, with only a few examples worth mentioningIn light of the absence of investigations that analyse the characteristics and singularities of brand journalism in a wider perspective, this paper seeks to carry out a theoretical approach to brand journalism through a qualitative methodological triangulation combining diverse methods It will also study this journalistic figure in the United States and Spain, analysing some cases in our country and finally it will assess the possibility of implanting specific university training By doing so, we understand we are giving a global vision of this tendency that at present, figures as an option for producing quality content for brand names and at the same time as a growing employment opportunity in the current labour market

Marketing's New Mission: Engage and Entertain: Insights on Brand Storytelling from Emmy Award-Winning Expert David Beebe

Abstract: Ever heard of an Emmy-winning marketer? Meet David Beebe. His long list of awards and accolades includes a couple of Emmys from his time running the content studio for Disney/ABC Television. And it all makes sense when you see his work as a branded content producer, content strategist and trail guide on the wild frontier of content marketing and brand journalism. (Just for fun, you may want to binge-watch his short films on YouTube, including the three-part Two Bellmen, produced for the J.W. Marriott brand.) Described by AdWeek as a "branded content master who makes it OK to love marketing," Beebe will be presenting the opening keynote at the ABA Bank Marketing Conference in New Orleans this month. Q: Your film series for Marriott bears no resemblance I to advertising--in fact, it's such an entertaining spectacle that it's easy to forget that it's branded content. What's the rationale for that approach? A: Short film is an effective type of light-touch content marketing. To make it work, the brand needs to be a natural part of the story--like a character--not something that's superimposed onto a pre-existing plot line. In the Marriott films, you see the hotel features and benefits--the restaurants, the pool, the services--without interrupting the story. In today's world, brands need to stop interrupting what consumers are interested in, and become what they are interested in. There's no argument--traditional, interruptive marketing no longer engages people. That's because technology enables all of us to choose when, where, and how we interact with brands. When you're entertaining people, informing them, or solving a problem, then you're engaging with people. Marketing is like a first date. If all you do is talk about yourself, there won't be a second. You have to build a relationship before you can ask for a commitment. You have to show that you have something of value to offer before people will engage. Q: How do you measure the ROI of a project like that? A: There are many ways to measure ROI. But before taking any measurements, it's important for marketers to first understand the intended purpose of the content. It could be to introduce a brand, drive engagement, drive revenue or any combination of those things. Once you've determined what you're trying to do, then you measure whether it's successful or not. For film, engagement is the most important measurement. It has to go beyond views. Are viewers sharing it? Are they talking about it? Are they liking it? How are they responding? You can buy views now, so those aren't as meaningful. Having 100,000 views with 80 percent engagement is better than having 1 million views with 10 percent engagement. I developed what I call "the 3C strategy." I use this with every brand I work with to develop content and creative: content, community, commerce. First, a brand needs to scale content of all types, then build a community around it, and finally create commerce from the community. [ILLUSTRATION OMITTED] Q: Although your films are considered shorts, the longest runs just over 35 minutes. How do you reconcile that with the supposed eight-second attention span of the average online consumer? A: The consumer's attention span is short. But think of it this way: a brand has eight seconds to get the consumer's attention and to convince them the content is worth their time. They're bombarded by content all day long. TV ads, radio, email, IMs, texts. …

SELFEE Social Media Nano‐influencer Tracking and Reward System and Method

Abstract: Systems and methods for the identification, tracking and rewarding of natural, organic and authentic social media digital branded content by influencers, and particularly of Nano-influencers. Monitoring and rewarding mechanisms and criteria are based on a selected subject-matter, so that the analysis permits quantification of influencers and takes into account the desire of promoters to have their areas of influence commented on social media.

A Study on a Branded Contents Marketing Type in Multi-channel Media Environment

Abstract: The purpose of this study is to analyze a type of a marketing strategy for branded contents from diverse perspectives after subdividing a type through surveying the present status and the application cases at home and abroad along with a theoretical consideration of the branded contents marketing in multi-channel media environment. To do this, a scope of the research was progressed a research by being limited to digital media in online and SNS platform targeting branded contents in the domestic enterprises. In terms of a research method, the theoretical consideration was made focusing on documentary materials. The data relevant to a case analysis was utilized the D/B search mainly through internet. The statistics for objective data were quoted statistical materials in a relevant field. As a result of the research, a type of the branded contents in online and social channel can be segmented into the blog(cafe) of being operated by brand, the brand & webtoon, the brand & one-person media, the brand & web drama, the brand & music, and the brand & game. The branded content is recently inducing consumers" interest to a method of projecting brand image into a story through allowing them to connect to several entertainment genres with escaping from a form of simply exposing a product while consumers of having a negative attitude toward commercial advertisement fail to perceive that it is advertisement. A type of a branded contents strategy can be classified into 5 things such as securing trust, obtaining sense of existence, offering high value, supportive service, and a support for community. Many brands are applying various contents to the brand marketing aiming at the contents marketing for securing trust. A contents strategy for obtaining sense of existence, which attracts customers" eyes and participation in order to secure brand awareness, was surveyed to be progressed most actively by utilizing diverse contents. The country is in the real situation of failing to be positive yet in a contents strategy for offering high value and in a contents strategy for a supportive service. Many enterprises were surveyed to make a great effort now for the branded contents strategy in order to form community of implementing and maintaining a positive relationship that gives trust to consumers through operating and managing blog, cafe and Facebook rather than homepage. Accordingly, this study is expected to be utilized as fundamental research data to establish a branded contents marketing strategy.

A Study on the Storytelling of Web Drama in Branded Contents

Abstract: The purpose of this study is to inquire empirically into the possibility of web drama, which is being noted as the new branded content, focusing on storytelling, through analyzing the genre according to a material of brand web drama, the storytelling construction, and the story structure and through sub-dividing a storytelling type. A research scope was progressed a study focusing on 17 brand web dramas, which were posted for the recent 2 years. As for a research method, a theoretical consideration was seen documentary data. A survey on the present status in the country was searched D/B primarily through internet, and was referred to an internet-video sharing site for selecting the web-drama survey subjects. As a result of the research, the brand web drama was surveyed to borrow the existing drama customs in the aspect of a conflict with message, of an appearing character, and of the storytelling construction in a plot, but not to establish complex storytelling, and to concentrate on romantic drama, which mainly addresses the love of young man and woman in the aspect of material and genre. In light of the characteristics in brand web drama, the product, character and background have influence upon storytelling with being mutually united. Storytelling was divided into two cases of being intended in the form of containing the message of being pursued by an enterprise in the whole contents in order not to be unveiled a product or publicity on brand, along with the story composition of including PPL(product placement), which displays a compositive advertising effect. In consequence of analyzing a story through applying assimilation model, it was indicated to have a story structure in 5 stages of exposition-rising action-crisisclimax- resolution according to the frequency of broadcasting, or in 4 stages with the omission of crisis or climax. As a result of analyzing a storytelling type, the brand web drama was surveyed to utilize episode storytelling the most that was made by having a material as love and entertainment. It was surveyed and analyzed to show the storytelling of re-mediating an existing drama, or a web drama and advertising contents, and to be made with compressing it into the speedy and fast video with a short volume for averagely 7 minutes or so. This study has a limitation that developed a research with restricting the research subject to brand web dramas for the recent 2 years, but is expected to be possibly applied to fundamental research data for the storytelling of brand web drama in the real situation of being insufficient in a relevant research.

Branded content: rupture, rapture and reflections

Abstract: This is primarily a discussion about change, a topic relevant to many industries and, particularly, to students as they prepare for exciting but potentially uncertain futures [1] . It is an occasion to think about the implications and emergence of some new promotional idioms such as branded content, sub genres such as ‘native advertising’, and to consider some new generation, high profile, promotional media forms, notably vlogging. [1] This paper was originally given as a keynote at the Bournemouth University Promotional Communication Conference 2017, an event which features final year students presenting their dissertation projects.

System for optimized embedding and analysis of branded content

Abstract: The present disclosure relates to an apparatus, system and method for processing transmedia content data. More specifically, the disclosure provides for identifying and inserting one item of media content within another item of media content, e.g. inserting a video within a video, such that the first item of media content appears as part of the second item. The invention involves analysing a first visual media item to identify one or more spatial locations to insert the second visual media item within the image data of the first visual media item, detecting characteristics of the one or more identified spatial locations, transforming the second visual media item according to the detected characteristics and combining the first visual media item and second visual media item by inserting the transformed second visual media item into the first visual media item at the one or more identified spatial locations.