Branded content the next big thing [Bangkok Post, Thailand]
(Bangkok Post (Thailand) Via Acquire Media NewsEdge) Oct. 21--Thailand's advertising industry has kept up with the global trend of integrating innovation with creative media planning, according to Global IPG Mediabrands, an international media planning group.
IPG Mediabrands Thailand was awarded two gold Lions at Cannes Festival 2013 for the best use of integrated marketing and fast-moving consumer goods from "A Million Reasons To Believe In Thailand" campaign for Coca-Cola.
The campaign was aimed at connecting the beverage brand with consumers, revitalising the brand image and increasing sales amid fierce competition and the 2011 floods.
The campaign's success highlights a new trend of social networking, said Matt Seiler, the global CEO of IPG Mediabrands.
The Coca-Cola's campaign was highly commended in the Public Services Award category at the Festival of Media Global this year and won the Campaign of the Year, the highest honour at Festival of Media Asia, in 2012.
"Currently, content is a big issue the ad industry is talking about, apart from an integration of media categories and the proliferation of online media. Consumers know what advertising is and they usually avoid seeing it," he said.
Therefore, branded content is the next big thing for media agencies.
Branded content is an emerging category of online advertising in which publishers help advertisers create content around a theme relevant to their brands, in hopes that readers will find it real enough to pass around on social media.
Unlike television product placement, branded content blurs the traditional boundaries between advertising and editorial content.
In Thailand, its branded-entertainment unit Ensemble launched the branded-content programme Dance Your Fat Off early this year.
The scheme comes with a risk if it fails to connect with the target group. But if people like the content, it can be much more effective than other methods.
However, conventional ads are needed to communicate with the masses.
The challenge of media agencies is that viewing behaviours will change with interactive communications between programme producers and viewers.
People no longer have to watch TV programmes according to schedules determined by TV networks. Today they have the option of viewing content of their choice anytime and anywhere thanks to on-demand internet streaming media such as Netflix.
Recently, IPG Mediabrands Global partnered with TubeMogul, a video ad company to acquire the Indian digital agency Interactive Avenues. For Thailand, it is keen on acquiring a production house to provide the service of Ensemble.
Wannee Ruttanaphon, CEO of IPG Mediabrands Thailand, said creativity and innovation are the key success factors of media ad agencies. They need to strengthen their capabilities and skills, as well as build new offerings, which constitute a new way of doing campaigns.
(c)2013 the Bangkok Post (Bangkok, Thailand)
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