Instead of launching an ad informing and reminding viewers of their brand, the very idea of ads is being revolutionized to come in the form of Sponsored videos or Branded Video that entertain, educate, and give a deeper look into what the brand stands for, and who they are.
Some of the examples of branded video by segment –
Getting behind a cause : Dove Real Beauty Sketches https://youtu.be/litXW91UauE
Public Events / Stunts : Red Bull Stratos https://youtu.be/YIj9XGLTGH8
Viral Videos/ Using celebrities : Pepsi Max Uncle Drew https://youtu.be/8DnKOc6FISU
Sponsored art films : Volvo Made by Sweden https://youtu.be/3KquHpO2VWI
This edition of Five focuses on 5 branded video challenges and gives solutions to each challenge.
Challenge 1 : Price/Cost remains a challenge
Solution – Customized Content Packages. While big custom programs with top name talent and producers create deep engagement with audiences with high impact, there are other ways for brands to create emotional connections through content without such high barriers to entry. Content solutions like curation and packaging help all brands communicate their stories in a way that is less resource intensive by aligning with publisher content. Brands without deep pockets can use these content solutions to align their brand story with publisher content in a way that feels authentic to the brand
Challenge 2 : The ROI vs Other Media can be a challenge
Solution – Emotion drives transaction. Branded Video falls into the category of priming your audience by developing a connection with them that ultimately leads to buying. It communicating your brand story through valuable, engaging content that connects with audiences to leave them with a better impression of your brand. Custom content effectiveness research helps advertisers prove the impact of branded video campaigns on the emotional connections with consumers and shift in perception, including affinity, interest and consideration.
Challenge 3 : Quality of Content is a challenge
Solution – Insights done right. Quality of production is important, but quality of the story itself it critical to its success. Content itself must be fully consumer centric: the goal is to add value for consumers in some way rather than exclusively promoting what brand wants to communicate. To accomplish this, brands need a complete understanding of audiences including their motivations and expectations for viewing video. With this information, brands can adjust their video topics and messaging to provide value to consumers in an authentic way. For example, entertainment is a major influence for why people watch video, but other motivations also exist including to feel good or stay updated socially.
Source : AOL Study on Branded Video