BANFF – With advertisers needing to find a way to catch the attention of consumers who can choose, when, how and if they want to view traditional advertising, creativity is the name of the game.
Not completely dead, but on its way out is the “30-second spot,” says Sunni Boot, president of media buyer Zenith Optimedia during a panel on “New Frontier: Product placement and Branded Entertainment” at the Banff World Television Festival. “We know (as advertisers) we need to move to engagement.”
As a result, marketers are becoming involved with content development. They are working with writers, producers to not only ease product into shows, but they are also developing storylines that include certain brands or even building shows only to be sponsored by brands.
Branding integration is upfront in the U.S. with shows like The Apprentice (perhaps the holy grail of product placement and integration) and Extreme Makeover. You didn’t really believe the designers only shopped at Sears, did you?
Boot notes that the challenge for Canadian advertisers is that “our television schedule, specifically our conventional one, is dominated with U.S. programs populated with U.S. integration and sponsorship,” says Boot.
Boot predicts reduced revenues for Canada, unless we set our own agenda which includes continuing to introduce global templates like Canadian Idol, and negotiating our own deals for branded experiences.
Kate March, director entertainment, GroupM, Europe, UK, who came from the news side of the business, welcomes the possibility to bring in organic content through sponsorships.
“I think there is an opportunity to go beyond basic product integration,” like the kind of seamless integration of products in Extreme Makeover says Marsh.
She believes original programming directed at the target market with no product integration is the way to go. She referenced a campaign she has worked on with Unilever to promote one their brands.
They developed content that focused around the extreme World Cup soccer fans around the world that did not mention any products, but was sponsored by the brand.
“It is a piece of valuable content that distributors around the world have wanted to play,” says Marsh, and advertisers have wanted to invest in.
“It’s a partnership,” that will frame the future, says Marsh.
But what do we call it?
Tara Blasco Raj was in Banff this week to cover the Banff World Television Festival for Cartt.ca.
