The World of Branded Entertainment: Q&A With Abby Marks – Charlene Weisler

Abby Marks Director of Strategy and Operations for Ogilvy Entertainment entered the creative world of advertising via management consulting In this fascinating interview Abby talks about the process of creating branded entertainment a comparison between branded and native formats global applications with clients examples of success and predictions for the media landscape She also offers great insight into Ogilvyamp8217s recent BEAM whitepaper on branded entertainment which can be accessed at this link OgilvycombeamThere are five videos that can be viewed at WeislerMediaSubject and Length in minutesBackground 451Branded and Native 527Measurement 210Processes and Success 417Predictions and BEAM 641Below is a short excerpt of the interviewCW How has branded content changed in the four years that you have been at Ogilvy AM Itamp8217s an amazing time for branded entertainment and branded content We are really seeing the shift in consumer appetites for content and the willingness to go over the top and pay for that content So for brands the ecosystem is past the tipping point The past year and a half has seen a huge swell of brands that really understand that opportunity When I started at Ogilvy Entertainment in 2010 it was still a time of convincing brands that they needed programs collaborating with media partners creating their own series hosting them online and promoting them as if they were a TV or film property Today we are seeing that shiftConsumers too are getting much smarter They are not put off by brands that create compelling content if it is insight driven and if it feels relevant to where a brand should be playing like Doveamp8217s amp8220Real Beautyamp8221 sketches or Lactaamp8217s amp8220Love in the Endamp8221 film Editoramp8217s note The Lacta video is highly recommended Consumers are open and receptive if it is great content and it is compelling to them They donamp8217t mind that it is from a brandCW What typelength of programming works best for branded contentAM As far as the length of video content is concerned we tend to think of mobile as short form but to be honest if you are going to engage in mobile there is more and more research coming out that says that people are looking more for longer form in mobile Viewers are looking for a sustained experience maybe they are waiting for a bus they are meeting some friends they want to find that one place and really dive deep into that content It is all about story If the story can be told in 30 seconds that is great If the story needs ten twenty thirty minutes the consumer is ready for that kind of story as wellCW Tell me about BEAMAM We have been in the branded entertainment sector for about ten years which is a pretty long time considering the more recent focus towards branded content Weamp8217ve had a strategic relationship with MIPTV which is an annual international content festival and marketplace in Europe We thought that it would be a great platform to launch a whitepaper around strategic use and measurement of branded entertainment how it should be used how it can be used and how it should be measured So we wrote a whitepaper amp8220Making Magic Using Logic the Ogilvy Branded Entertainment Assessment Modelamp8221 It is meant to help align ideas heading into a project what it should achieve where it should be distributed and how it should be measured so that it is not an afterthought and it really helps to prove out the success of these programsInterview conducted by Charlene Weisler Weisler Media LLC She can be reached through her research blog wwwWeislerMediablogspotcom or at WeislerMediayahoocom Full disclosure Charlene hosts a street art blog on The Starry Eye blog communityRead all Charlene39s MediaBizBloggers commentaries at Media Insights QampampACheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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The World of Branded Entertainment: Q&A With Abby Marks – Charlene Weisler

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Charlene Weisler

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The World of Branded Entertainment: Q&A With Abby Marks – Charlene Weisler

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