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all relevant teams involved, including production, digital, media-buying, creative, etc. While this teamwork results in highly effective,
fast and well produced content, the higher production costs of such advertising need to be considered. Furthermore, as most
advertisers desire a 100% guarantee of success, their needs are often in conflict with innovative and experimental campaigns such
as branded entertainment. Through case-studies like Fiat Urban Stories or the Diesel campaign, SevenOne Media can provide the
figures to support the claim that branded entertainment is a highly successful form of advertising for both the advertiser and the
broadcaster.
Why does this matter to egta members?
At a time when smart television, digitalisation, apps and second screen viewing are buzz words in the debate on television
advertising, it is important to remember that a simple creative combination between a television channel’s content and a brand’s
product can result in a highly effective and innovative campaign. By combining the strength of traditional advertising, online and
social media, even something as traditional as branded content can create a real buzz within the industry, as can be seen in
Germany. Through branded entertainment, SevenOne Media not only showcased excellent teamwork between their in-house
teams, they also established an excellent cooperation between the broadcaster and the advertisers offering a great customised
product, which resulted in a win-win situation for all parties involved.
Sabine Eckhart
spoke about this initiative at FTVAF in London in the panel moderated by egta:
"(..)The clients often want to have everything KPI driven. They want to have a short-term
performance and are not so much looking at the long term results but rather want the
guarantee of a succesfull campaign. On the other hand, everybody wants to be innovative,
creative and the first movers so this doesn’t always fit together very well. But I think the solution
will be that as TV, digital and mobile are growing more and more together, people will ask for
solutions and there will be a different business culture within the next five years. I hope that
things will get easier, but at the moment we are happy about what we reach."
––
Sabine Eckhardt, Managing Director, SevenOne Media
Please click on the links below to access the relevant documents:
»
Presentation of SevenOne Media
from FTVAF London - panel moderated by egta (please click
here )Background info
What they said …