MTV, Unilever and PepsiCo Executives Speak Out on Branded Entertainment in Exclusive Interview

The media landscape is changing and content creators distributors consumer brands and advertising agencies are trying to adapt as evidenced during the recent JackMyers Future of Media and Advertising panel discussion as well as Monday39s IAB Leadership Forum While advertisers continue to experiment with digital video advertising in the form of pre rolls and overlays some brands such as Dove and Doritos are using branded entertainment as a means to reach target consumers in an innovative and engaging way In an exclusive interview with JackMyerscom MTV executives shared their experience Read More in Ed Martin39s TV BuzzquotIdeas are not just coming from sales or marketing but from a triangulation of sales marketing and programmingquot said Sean Moran Executive Vice President for MTV VH1 and Logo 360 Brand Sales quotWeamp8217re not forcefitting something We actually have people on the programming side be a part of the discussionquot Moran went on to say that in the new phase of entertainment measurement MTV feels responsible for the entire length of their programming not just MTV content but the advertising as wellquotWeamp8217ve taken an active role in making sure that marketing initiatives like Doveamp8217s Fresh Takes and Doritosamp8217 When Spicy Meets Sweet engage viewers in what they believe is entertainmentquot said Moran Dan Lovinger Senior Vice President of Sales for MTV added quotWe hear the word convergence all over town I think the difference with MTV is that we have this bright shining spotlight the TV brand which has 25 years worth of equity and trust with our viewers that we can shine into different places In this case we shined it for our viewers on a specific place to go and do something and in fact they did That to me is the true definition of convergence and convergence that worksquot Last March MTV partnered with Dove a Unilever NYSE UL UN brand to create Fresh Takes a branded microseries that extended Doveamp8217s Campaign for Real Beauty Starring Alicia Keys the threeandonehalf minute episodes aired during the first five original episodes of the third season of The Hills in addition to being available on Dovecom and MTVcom The series boasted retention levels in the mid 90amp8217s over the course of a 5week period with 3weeks at nearly perfect retention John Shea Executive Vice President of Integrated Marketing and Brand Partnerships for MTVN Music and Logo Group said the microseries sought to address common issues that young women confront Each episode is dedicated to its own storyline Issues included bad dates body image and defining success in your 20s quotWe were launching Dove Go Fresh as the latest phase in the Dove campaign for real beauty It was inspired by todayamp8217s reallife twentysomething women who are more accomplished and more independent than ever beforequot said Kathy Oamp8217Brien Dove Marketing Director in an exclusive interview with JackMyerscom quotWe wanted to incorporate the Dove philosophy as well as some subtle Dove product placementquot Oamp8217Brien also shared that Dove would continue to explore new ways to break through to consumers with some exciting promotions to be unveiled in 2009 MTV also partnered with Doritos a PepsiCo NYSE PEP brand to create When Spicy Meets Sweet a shortform reality dating series from the produceramp8217s of MTVamp8217s Next and Parental Control Oneminute episodes aired during commercial breaks during MTVamp8217s dating show block from 2pm to 5pm on Fridays The series boasted retention levels in the midnineties in both the adults 18 to 24 and adults 18 to 34 demographics The website NextOrNotcom which also airs the microseries in addition to featuring roughly 40000 dating profiles received over 25 million page views in just over two months The average length of visit is currently 24 minutes quotWhen you think about 40000 registered users whatamp8217s important is how deep theyamp8217re engagement is in the brand and how theyamp8217ve become involved with the brand Our audience our users and the people online are becoming the brand ambassadorsquot said Tim Rosta Senior Vice President of Integrated Marketing for MTVN When asked about how comfortable he is giving consumers control of the brandsamp8217 advertising and entertainment Rosta responded amp8220Sometimes thereamp8217s discomfort all over the place Our producers three or four years ago werenamp8217t in the place where they were necessarily comfortable working in that way collaboratively with a brandamp8221 He went on to say that media agencies such as OMD work to bridge the gap between entertainment producers and consumer brands Last year OMD was honored with a JackMyerscom Thomas F Leahy Award for Media Creativity and Innovation Related Ed Martin39s TV BuzzTurner Broadcasting and OMD Honored with Thomas F Leahy Awards for Media Creativity and Innovation The Future of Media and Entertainment Realities of Dealing with the Changing Media Marketplace A JackMyers Networking Breakfast Worldwide Biggies bliptv Aegis and Colgate Palmolive Execs on Digital Advertising MTV Daily Data

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MTV, Unilever and PepsiCo Executives Speak Out on Branded Entertainment in Exclusive Interview

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Nina Spezzaferro

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

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MTV, Unilever and PepsiCo Executives Speak Out on Branded Entertainment in Exclusive Interview

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Nina Spezzaferro

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

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