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M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

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branded content

  • Brand Paxman: a new statement from a British publishing legend

    25 October 2013

    Comedian, actor and celebrity womaniser extraodinaire Russell Brand is the guest editor of this week's edition of the British political weekly review magazine, The New Statesman (out Today). While to some this may seem an odd move on a part of the political rag, it actually makes a lot of sense. 

    Over the past couple of years, Brand has been using his sizeable media presence and clout to espouse a heavily politicised agenda. Many will have recently seen him calling for some form of socialist revolution that he's convinced will come. Equally, he's been publicly attacking right wing media, such as the UK ...

    Comments (0) | Permalink

    Posted by: Luke Cloherty

    Tags: Creativity, content strategy, Content, Social, collaboration, New Statesman, Print, PR, TV, brand awareness, branded content, Branding

  • Native advertising: could its popularity mark its demise?

    23 October 2013

    Native advertising is a concept that is undoubtedly clever, but, should everybody rush towards doing it, would it signal an end for it as a medium?

    Native advertising could be seen as somewhat like the subtler, more savvy younger brother of traditional advertorial, but, as Carla Faria, Solutions Director at Say Media points out in her engaging article in our sister publication, Cream, "Native advertising may be many things, but advertorial it certainly is not". So what exactly is it then? What are its potentialities? What are its limits?

    Well, native advertising is a concept that's completely online for a ...

    Comments (6) | Permalink

    Posted by: Luke Cloherty

    Tags: Business, Online, Tech, Native, Technology, Advertising, Facebook, brand awareness, Advertising spend, Online advertising, Trends, branded content, Native Advertising

  • Most branded content needs viagra

    05 June 2013

    "70% of marketing activity has low arousal"

    So says Karen Nelson-Field of Ehrenberg-Bass Institute and Phil Townend of Unruly Media, just after their presentation at the Festival of Media Global 2013. They had spoken at the event on what makes great branded video content. So I thought I would grab them and ask them a few more questions.

    Putting aside Phil's big plug of Unruly Media's tools for analysing branded content (though why not!), I was fascinated by the results of their research on what are the triggers for the sharing of great branded content. Which is where the ...

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    Posted by: Bloggers' Gallery

    Tags: Social, branded content

  • Branded content or product placement?

    03 April 2012

    The lack of branded content in the marketing mix can be attributed to a dated media planning process, according to Ogilvy & Mathers EAME chief digital officer Patou Nuytemans, who was speaking as a part of MIPTV's Branded Entertainment conference series.

    Patou, who was joined on stage by Nestlé, MEC Entertainment and Independent Film Channel, argued that the traditional media planning process is holding up the shift of dollars to branded content due to the fact that there is no new budget to allocate towards it and brands are still lacking the confidence to invest in the area. MEC Entertainment's ...

    Comments (0) | Permalink

    Posted by: Martina Lacey

    Tags: Advertising, branded content

  • Why are we talking about video?

    25 October 2011

    Adconian's Matt Hunt discusses the complex landscape of the online video marketplace, pull and push strategies, and concludes with the exciting topic of branded content.

    If you're eager to learn more about video advertising from industry leaders, don't miss next month's Video Advertising Summit!

    Comments (0) | Permalink

    Posted by: Juliet P. d'Arguesse

    Tags: Video, branded content

  • User-generated content: Prison Rules

    18 October 2011

    Ever entered a competition which included some form of content submission? Wondering what your rights are in that transaction? Read on...

    Just been sent what looks, on the surface, like an engaging brand promotion with a whizzy prize - $15k all expenses trip to a cool event on the West Coast. I took the time (because I'm a pedant like that) to cast a lazy glance over the Ts&Cs. Here's what I found. 

    "Entrants irrevocably undertake to grant The Promoter and its affiliates, licensees, promotional partners, developers, and third party marketing entities a royalty-free exclusive license to edit, modify, cut, rearrange, add ...

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    Posted by: Tom Denford

    Tags: Social Media, Content, Privacy, branded content

  • Capturing the value

    13 October 2011

    Fremantle Media Latin America senior vice-president of sales and new business development Jack Alfandary shares his top tips for branded entertainment at the Festival of Media LatAm:

    Brand knowledge
    Think outside the box, working with content creators and producers
    Concept development

    Translate brand positioning into content

    For updates from the Festival of Media LatAm in Miami follow the hashtag #fomla11 on Twitter.

    Comments (0) | Permalink

    Posted by: Jenni Baker

    Tags: Emerging Markets, TV, Festival of Media LatAm, branded content

  • HOW TO: Gamify your marketing

    12 September 2011

    badgesThe scale of the audience accessible through gaming is simply staggering. In terms of potential reach, it rivals television as a medium. Yet, according to Forrester, 84% of marketers have no plans to use games in their marketing efforts.

    Is this a giant missed opportunity just waiting to be seized? Or is the notion of “gamification” just one more chance for marketers to fall prey to Shiny Object Syndrome?

    As with most shiny objects, the answer is “it depends.” Let’s examine the opportunities marketers have to gamify experiences.

     

    Who are gamers?

    Throw your stereotype about “gamers” out the window. ...

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    Posted by: Adam Kleinberg

    Tags: branded content, Gamification, Gaming

  • The new advertising beast

    01 August 2011

    Last week IAB and GfK research revealed that online advertising delivers far greater brand awareness than TV, and at a fraction of the cost. Imagine the possibilities when combining the two channels into one; the internet-connected TV. The IAB research showed that when combined, both TV and online media generated a 17.1% uplift in brand awareness. It would be fair to point out that the survey was focused on FMCG brands only, but its significance is no way diminished.

    There have been a number of reports citing the growing uptake of internet-connected TV sales and that they will soon surpass ...

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    Posted by: Juliet P. d'Arguesse

    Tags: branded content

  • Is curated content king?

    25 May 2011

    The other night, while coming home from work, I picked up the London Evening Standard and stumbled upon Gideon Spanier's wonderfully comprehensive article entitled "Advertising and content collide as digital blurs rules." As the digital content curator of M&M, I could not have come across a more pertinent article to what I do. Although everything Spanier discusses in the article was deeply analysed at the Festival of Media in spectacular Montreux this year, this read honed it all in for me.

    Today's digitally savvy audience see right through traditional advertising. So how can brands cut through the ...

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    Posted by: Juliet P. d'Arguesse

    Tags: Content, Digital Content Curator, branded content

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