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  • Branded content

    A few months I wrote and produced a series of short "Onion"-type news/talk shows. I shopped it around but despite positive feedback from networks and production companies I didn't get anyone interested in developing it.

    I still believe in the project and its potential. My plan B is to explore the branded entertainment route, basically finding a brand that fits with the show and have them fund it going forward.

    Has anyone taken this route? I have a lot of experience in advertising/marketing, but not in this specific area.

    Thanks.
    Those who could benefit most from therapy can't afford it.

  • #2
    Re: Branded content

    Originally posted by Napoleon Solo View Post
    A few months I wrote and produced a series of short "Onion"-type news/talk shows. I shopped it around but despite positive feedback from networks and production companies I didn't get anyone interested in developing it.

    I still believe in the project and its potential. My plan B is to explore the branded entertainment route, basically finding a brand that fits with the show and have them fund it going forward.

    Has anyone taken this route? I have a lot of experience in advertising/marketing, but not in this specific area.

    Thanks.
    Give my regards to Mr. Waverly.

    Comment


    • #3
      Re: Branded content

      Nice to see that there are folks on this forum old enough to remember him
      Those who could benefit most from therapy can't afford it.

      Comment


      • #4
        Re: Branded content

        Originally posted by Napoleon Solo View Post
        Nice to see that there are folks on this forum old enough to remember him
        Thank you. I think.

        Comment


        • #5
          Re: Branded content

          In my experience, you'll need to have an audience to get sponsors. My company jumped into branded entertainment back in 2006/7. I produced three episodes of a web series. When I went to look for brand sponsors, the first question was "what's your audience?".

          For my series, which was scripted, there was just no way to have an online audience large enough to meet production costs, much less make a few bucks.

          A news-type show is obviously going to cost less to produce, but still audience is everything. The amount advertisers are willing to pay for every 1000 viewers is usually between $10-$25, unless it's extremely well targeted content, in which case you might kiss $35-$40. (these were numbers i was quoted back in 2007/8...so take that into consideration).

          So you can see the financial challenge.

          IMO, the best way to have a brand pay for your production is to have them working in collaboration at the start. Of course, if/when you do that, the creative product is less "yours" and the agency representing the brand is really the one driving the story and whatever else is going to be filmed. Yea, sucks.

          If you can get good distribution (audience) you may be able to work product placements into it to raise revenue.

          I hope this helps.

          Comment


          • #6
            Re: Branded content

            They're great insights, many thanks!
            Those who could benefit most from therapy can't afford it.

            Comment


            • #7
              Re: Branded content

              Originally posted by MadisonP View Post
              The amount advertisers are willing to pay for every 1000 viewers is usually between $10-$25, unless it's extremely well targeted content, in which case you might kiss $35-$40. (these were numbers i was quoted back in 2007/8...so take that into consideration).
              Those numbers are spookily close to what I've seen as well.

              For a comparison, look at what people are paying for Magazine ads:

              http://dl.dropbox.com/u/800207/TempL...0Australia.xls

              Because magazine circulation has plummeted - those still buying ads are paying quite a lot for a simple ad. eg: $121 CPM (CPM = Cost per thousand viewers) for a quarter page ad in a soft-porn mag like 'FHM')

              I don't think they really think about it in terms like that - but create a list like this for your local market and quote the costs to them as a comparison with their target market.

              Good luck!

              Mac
              New blogposts:
              *Followup - Seeking Investors in all the wrong places
              *Preselling your film - Learning from the Experts
              *Getting your indie film onto iTunes
              *Case Study - Estimating Film profits

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              • #8
                Re: Branded content

                Thanks Mac.
                Those who could benefit most from therapy can't afford it.

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