hi I’m Rebecca Brayton and welcome to
watchmojo.com and today we’re speaking
with Terry O’Reilly who will be telling
us more about the history of branded
content and product placement as well as
the effects of social media on
advertising can you talk to us a bit
more about branded content and product
placement I don’t know if you watch Mad
Men but I love that show products have a
big part in that show so Jack Daniels
he’s part of the scripts you see them he
knows a lot of drinking goes out on that
show so they’re always drinking Jack
Daniels Jack Daniels has paid a lot of
money to be part of that script so
there’s product placement at work that
is the ole on one of the oldest forms of
marketing so when radio first appeared
in the 20s and into the 30s product
placement was was in all the shows who
in the Jack Benny show Amos and Andy all
those great radio shows they had
products woven into the script so Jack
Benny would be doing a comedy routine
and suddenly start talking about Lucky
Strike cigarettes all right in the
middle of the routine not going to a
commercial but in the middle of the
script branded content here I’ll give
you a couple examples of it so when you
watch the apprentice and one of the
tasks on the apprentices for example
they’ll say okay the two groups you have
to create a great ad for Kota and they
have to come back at the end of the show
and tell us what you what your great
advertising campaign wasn’t how it did
that’s branded content soak up the whole
show is about Kodak not just a section
or it’s not just a Kodak product sitting
in a scene the whole show is about Kodak
so that is what branded content is is
where the content has been branded
completely by an advertiser I think
that’s a really successful maybe you can
get a half hour in primetime dedicated
to your product that’s a big you know
hit out of the park homerun to me but it
still has to be good like you can’t just
be there it has to be a great show and
it has to be worth watching for it to be
successful what effect have social media
sites and and the youtubes of the world
had on on your industry YouTube has been
a huge impact on our business because
suddenly you can post television spots
for example and sometimes not all the
time sometimes we reach millions of
people at zero media costs I mean
television advertising is the most
expensive advertising you can do
and here is suddenly this vehicle where
if you have a great idea and it catches
on you can literally reach millions so
here’s an example that great dove add
you may remember where you see the
woman’s face transform that was done by
a Canadian agency and that got something
like 5 million views inside a couple of
weeks like you couldn’t even get that on
the best TV media by so that’s how
YouTube has impacted advertising is it
gives you an opportunity to reach
millions of people at zero at absolutely
zero cost other than the production of
the spot the flip side is Facebook
Twitter other social sites marketing
hasn’t figured out how to use those well
yet because I think the problem is those
sites are social places not marketplaces
so I think advertising is having like
there’s kind of you know they’re looking
through the window and they’re seeing
millions of people there they don’t
quite know how to how to work it yet so
I think that’ll be the next bead in
advertising as they’ll figure out how to
use Facebook and Twitter well right now
they’re doing it poorly and not doing it
all because they’re afraid the community
is going to revolt
watchmojo.com and today we’re speaking
with Terry O’Reilly who will be telling
us more about the history of branded
content and product placement as well as
the effects of social media on
advertising can you talk to us a bit
more about branded content and product
placement I don’t know if you watch Mad
Men but I love that show products have a
big part in that show so Jack Daniels
he’s part of the scripts you see them he
knows a lot of drinking goes out on that
show so they’re always drinking Jack
Daniels Jack Daniels has paid a lot of
money to be part of that script so
there’s product placement at work that
is the ole on one of the oldest forms of
marketing so when radio first appeared
in the 20s and into the 30s product
placement was was in all the shows who
in the Jack Benny show Amos and Andy all
those great radio shows they had
products woven into the script so Jack
Benny would be doing a comedy routine
and suddenly start talking about Lucky
Strike cigarettes all right in the
middle of the routine not going to a
commercial but in the middle of the
script branded content here I’ll give
you a couple examples of it so when you
watch the apprentice and one of the
tasks on the apprentices for example
they’ll say okay the two groups you have
to create a great ad for Kota and they
have to come back at the end of the show
and tell us what you what your great
advertising campaign wasn’t how it did
that’s branded content soak up the whole
show is about Kodak not just a section
or it’s not just a Kodak product sitting
in a scene the whole show is about Kodak
so that is what branded content is is
where the content has been branded
completely by an advertiser I think
that’s a really successful maybe you can
get a half hour in primetime dedicated
to your product that’s a big you know
hit out of the park homerun to me but it
still has to be good like you can’t just
be there it has to be a great show and
it has to be worth watching for it to be
successful what effect have social media
sites and and the youtubes of the world
had on on your industry YouTube has been
a huge impact on our business because
suddenly you can post television spots
for example and sometimes not all the
time sometimes we reach millions of
people at zero media costs I mean
television advertising is the most
expensive advertising you can do
and here is suddenly this vehicle where
if you have a great idea and it catches
on you can literally reach millions so
here’s an example that great dove add
you may remember where you see the
woman’s face transform that was done by
a Canadian agency and that got something
like 5 million views inside a couple of
weeks like you couldn’t even get that on
the best TV media by so that’s how
YouTube has impacted advertising is it
gives you an opportunity to reach
millions of people at zero at absolutely
zero cost other than the production of
the spot the flip side is Facebook
Twitter other social sites marketing
hasn’t figured out how to use those well
yet because I think the problem is those
sites are social places not marketplaces
so I think advertising is having like
there’s kind of you know they’re looking
through the window and they’re seeing
millions of people there they don’t
quite know how to how to work it yet so
I think that’ll be the next bead in
advertising as they’ll figure out how to
use Facebook and Twitter well right now
they’re doing it poorly and not doing it
all because they’re afraid the community
is going to revolt
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