Jerry-seinfeld-crackle-acurs

Online Video the Next Frontier in Branded Content

by Max Follmer  |  05.05.2014

Branded entertainment. Content Marketing. Bespoke Content. Whatever you want to call it, digital video programming that integrates products and brands is one of the hottest topics at the 2014 NewFronts presentations to advertisers.

The New York Times reports Monday that major brands such as Bacardi, Jeep, Chevrolet, and BMW are all moving to get their products and brands placed in online digital video, just as they’ve done in television programming for years.

Jerry Seinfeld’s “Comedians in Cars,” for example, was just renewed by Crackle for four new seasons—all of which will be exclusively sponsored by Acura—making it one of the most prominent examples of branded content currently in the marketplace.

But while this kind of product placement may be less annoying for viewers than traditional advertising—and especially the nearly ubiquitous pre-roll ads now found on YouTube and other video sites—branded entertainment poses its own set of problems for content creators and advertisers.

According to The Times:

“There can be no doubt in consumers’ minds when content is paid for and when content is editorial,” Trevor Fellows, head of global advertising sales at The Wall Street Journal, said after a NewFronts event sponsored by the newspaper last Friday. “It’s a key principle,” Mr. Fellows added, that is held dear by “too few publishers.”

In a sign of the growing importance of branded marketing to the industry, Corbis, the image and video licensing agency, is planning to unveil a new “Branded Entertainment Network” interactive platform that will “give marketers access to placement opportunities,” according to The Times’ Stuart Elliott.

BEN is going live with 600 “placement offerings,” as well as a partnership with Universal McCann.

Read More:  The New York Times

Brief Take: As ad dollars shift to the digital space, greater numbers of brands are looking to the native and online video for product and brand placement opportunities that will be less off-putting to viewers than traditional advertising or pre-roll video.

← Back

New from Daily Brief

HOT SPOT: Discover Asia In 2017 Rebrand
Singapore-based TMRRW escorts viewers through tour of continent.
‘Bones’ Says Final Farewell with Retrospective
Spot takes an emotional look at the past 12 seasons and explores why the show has lasted so long.
FYI Unveils 2017 Programming Slate
Network to offer mix of unscripted home, relationship, cooking and competition series.
Hulu Preps Summer Schedule
Streaming service to return two veteran series, three documentary films.
Pair of Princes Partner to Save Their World in ‘Kings of Atlantis’
Animation stars Cody and Joe have scored their own show on YouTube Red.
History’s ‘Road Hauks’ Takes a Ride Through the Past
Expert mechanics combine American icons with powerful off-road vehicles.
Apr 27
PromaxGAMES: The Summit 2017
Apr 27
PromaxGAMES Awards 2017
Jun 5
The Conference 2017
Jun 8
PromaxBDA Promotion, Marketing and Design North America Awards 2017
Jun 8
PromaxBDA Promotion, Marketing and Design Global Excellence Awards 2017
Jun 19
Station Summit 2017
Superestudio Advertisement Gamespot Advertisement