egtabites TV 2015

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Dear members, we hope that 2015 is off to a good start and wish you prosperity, health and success for the new year, both on a
personal and professional level!
he first egtabite of the year focuses on how advertisers can strengthen their relationship
ith broadcasters and viewers through branded entertainment, also known as content
arketing. According to the sales house of the Germa
roup, branded entertainment can be a strong asset in increasing television sales and
conversion rates.
The concept
The concept of branded entertainment implies that a brand is directly integrated into a programme by merging the content with a
product or service in an informative or amusing way. Over the past five years, SevenOne Media has broadcast over 120 branded
entertainment campaigns of which 82% generated increasingly higher conversion rates than their standard television campaigns. In
Germany, branded entertainment is classified as an infomercial, since it typically lasts between five to six minutes. These pieces of
content are considered to be programming and not included within ad breaks, and as they are therefore not counted as part of the
12 minutes-per-hour advertising limit, their use offers broadcasters an additional opportunity to monetise their airtime. The
advertiser benefits as well, since branded entertainment fully involves the brand’s identity and is considered both interesting and
entertaining for the viewer. In addition, the advertiser has exclusivity within this time slot.
Case studies of branded entertainment
An excellent example of branded entertainment i The auto make
approached SevenOne Media with the desire to create a campaign that appealed t
both male and female viewers. With this in mind, SevenOne Media created tw
separate series consisting of sixteen original episodes with attractive content targete
to the viewers of the male-oriented channel and the female
oriented channel Episodes featured a well-known TV-host and real life stories o
artists, designers and musicians. The episodes were cross-promoted on othe
television channels and on a website that was specially created for the campaign b
Fiat, which encouraged people to compete in a sweepstake to win “money can’t buy
prizes.
n another campaign for L’Oreal’s Diesel brand, which was seeking to promote two different
ragrances to men and women, SevenOne Media took a similar approach, showing different
pots and creating its own real testimonials with celebrities and special ads on the two biggest
ommercial channels, ProSieben and Sat.1. Just as with the Fiat campaign, these were
ssociated with a competition. Results show that the Diesel campaign generated 20 million TV
ontacts, 2600 participants in the sweepstake and a 65% increase in sales compared to a
raditional TV advertising campaign.
s a content producer with six television channels, SevenOne Media acknowledges that the
nique structure of ProSiebenSat.1 gives it the opportunity to establish a cooperation between
16 January 2015
SevenOne Media - Implementing branded entertainment with success
Target: TV