Branded Content

Ah, yes, welcome--lie down please. Welcome to Herr Doktor Nick von Contagious' center for psychoanalytic studies.

In our last Globelink installment Real-time Rewind we talked a bit about the ideas behind real-time marketing, the call and response many marketers are trying to set up with people in order to not only deal with issues and problems more readily...

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It isn't overdramatic to say that each brand has a unique character. Packaging, copywriting, and marketing materials all combine to create an image that impresses on the consumer exactly what the brand is all about. In digital advertising, imparting the essence of that character primarily comes down to two things...

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In this week's Adhocracy column, Out there but still in orbit, Simon Houpt looks at the financial sector's new approach to advertising: stripping off its conservative image to reveal personality.

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If there's one thing that publishers have learned since the birth of online advertising over a decade ago, it's the importance of being flexible. Now more than ever, they are flexible when it comes to the type of ad units they accept, where those units are placed, and most of all, the traditional definition of what constitutes advertising versus editorial content.

In the beginning, site sales reps were known to stick to their media kits, offering only what their organization had previously deemed to be acceptable forms of advertising. This system worked for advertisers when the medium was still considered to be a supplementary part of one's overall advertising strategy, and when placing ads on the Web was more of a novelty than a necessity. As competition increased, however, and consumers became more accustomed to online advertising and better able to avoid it, marketers began to realize that, if they were going to be noticed, they would have to deliver something more unique.

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Two big brands are underwriting TV shows--an increasingly popular tactic among marketers trying to find additional media platforms with which to engage consumers. New York Times ad columnist Stuart Elliott reports that both Meow Mix cat food and Dos Equis beer are developing new programs based on their products.


In a sense, this is a return to television's roots. Shows like General Electric Theater and Coke Time With Eddie Fisher were staples of the medium's early years. But of course, it's also a response to decidedly modern challenges like Tivo and the power of the remote.

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Summer brings with it the promise of warmer weather, outdoor gatherings, and vacation time. It also brings a wealth of opportunity for interactive marketers. Like its sister holiday season that occurs in December, this time of year offers the perfect excuse to liven up one's online advertising initiatives with content and creative that appeals to consumers' seasonal needs.

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Our friends at Media in Canada report that Dove's much-lauded Campaign for Real Beauty will find expression in a new medium--the stage.

According to the article, the play will star real women who will frankly discuss their attitudes about their changing bodies and, Unilever hopes, promote Dove's Pro-Age line at the same time.

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