Top 10 Digital Trends of 2017 [4]Branded content strengthens customer connections.
Carat's TOP 10 TRENDS
Continuing from last time, I'll introduce major trends for 2017 from Dentsu Inc. Aegis Network's "TOP 10 TRENDS."
Branded content isn't a new tactic. For example, soap operas once played a crucial role for household goods brands reaching their target audience of housewives. However, the situation today differs significantly in that the importance of the content itself has grown exponentially.
The key now lies in creating more compelling content, systematically and digitally, targeted at specific audiences. Brands are assembling top-tier teams to handle content creation, distribution, rights acquisition, and even monetization strategies.
Sour Patch Kids, a popular candy among children, developed a 3D game featuring the candy's character.
Coca-Cola produces and distributes numerous pieces of content appealing to young people through Coke TV, its multi-market initiative targeting youth. By streaming regular shows and more, the brand acts much like an influential YouTuber itself.
Red Bull has long been involved in content creation, but recently launched its own video service, the Red Bull TV app. It offers a variety of programs, including sports and live music performances, viewable online or via the app on TV.
Some brands have created unique formats with an eye toward monetizing their produced content. These include Mondelez, P&G, Unilever, Pepsi, and GE.
PepsiCo established an in-house production division called the Creators League. This division operates a 4,000-square-foot (approx. 370 square meters) studio space in New York.
Mondelez created a virtual reality game exclusively for Samsung Gear VR, selling it for $2.99 on the Oculus Store.
Audience engagement with branded content depends on their expectations and how readily they accept that brand's content.
Nowadays, it's easier than ever to create any kind of content and display it virtually anywhere. Brands need to consider whether to leverage existing formats suited to their target audience or build their own.
This presents an excellent opportunity to expand relationships with brand ambassadors who can amplify the brand's reach.
Or it could be an opportunity to venture into new content territory and build new relationships with someone.
Was this article helpful?
Share this article
Newsletter registration is here
We select and publish important news every day
For inquiries about this article
Back Numbers
Author
Carat's TOP 10 TRENDS
Carat, part of Dentsu Inc. Aegis Network, annually releases its "TOP 10 TRENDS." From the perspective of one of the world's largest media agencies, it examines emerging technologies and phenomena to determine whether they are poised to significantly impact advertisers. Carat was ranked number one among global media networks in the latest edition of RECMA's "Network Diagnostics" report. Original report: <br/><a href="https://www.slideshare.net/NextGenerationMedia/carats-10-trends-for-2018"target="_blank">https://www.slideshare.net/NextGenerationMedia/carats-10-trends-for-2018</a>