8 truths for anyone considering branded content on Australian TV

One of my most popular discussions and enquiries from 2013 was, ‘How do we get our branded content onto TV?’

Branded content is still in its infancy and, while there is no guarantee of any programme being accepted on any network, branded content has a few more hurdles to overcome. There are still very few seasoned professionals in the field and networks are understandably still wary of branded content (unlike product placement) and view the copious proposals that flow across their screens and desks often with mixed emotions.

So, here are eight key points to help you and your branded content help the networks:

1. Spots and dots

All networks look to bundle a branded content deal with an advertising support package, which generally mean TVCs and on-air promos. If you present a branded content prop without factoring this in you are not being professional.

2. No network will guarantee on-screen exposure time

Regardless of your media support spend or the brand(s) looking to partner.

3. Production

When a network executive looks at your proposal one of the first questions they need answered is ‘Who is your producer and production company?’ They need to be reassured your show is going to be professional and delivered on time for the slot.

4. Channel suitability

Is your branded content prop suitable for the network and or the channel? Is there a synergy with the demographics and brands? Few networks will run branded content in prime time so consider before selling it to the brand owner and possibly wasting both theirs and the networks time.

5. Measurement

Beyond ratings, networks are increasingly aware of independent multi-platform measurement and their value. Marking your own homework with Facebook ‘likes’ is not branded content measurement.

6. Collaboration

Look at the networks other assets, such as radio or magazines, when looking at leveraging your brand from the on-screen exposure.

7. Strategy

Who are you working with on the proposal, do they have genuine branded content experience? Network executives don’t have time to tell you how to fix your proposal.

8. Timing

Good branded content takes time. Rushing a proposal or trying to cut corners in production is not the answer.

 

Michael Byers
BY Michael Byers ON 13 February 2014
Michael Byers is managing director of Showbrands, specialising in branded entertainment creative strategy, measurement and project management. Twitter: @Showbrands