The Keys to Successful Brand Integrations in Video

With a multitude of options available to access the content they love viewers can now consume video at an extraordinary rate As a result consumers39 attention has scattered across platforms making it more difficult for brands to meaningfully engage with themMarketers must wade through myriad options to find the fit that resonates with key audiences and ultimately drives brand advertising and integration When marketers discover the right context brands and content can play together harmoniously Video amp8212 both linear and nonlinear amp8212 provides the opportunity for brands to forge those contextual inroadsBroadcast television film and digital streaming environments have brought brand messaging to life within video content amp8212 from Empire with Pepsi to A Million Little Things with Hidden Valley Ranch to Hidden Figures with IBM to Netflix39s Stranger Things with Coke and across Hulu39s original series with Miller Coors amp8212 the list goes on Whether integrated into traditional broadcast film or streaming episodes these brands were slotted into the plot and played an instrumental role in each episode39s conflict The efforts seemed organic rather than contrived seamlessly fitting into the world of the show or the life of a characterRecently Modern Family the highly successful broadcast television comedy kicked off its final season with a brand integration for Facebook39s Portal This latest integration comes after a long line of successes with brands such as Apple and National Association of Realtors woven organically into the show39s plotline and character stories Facebook39s Portal integration into the premiere episode however was less wellreceived amp8212 at least by one vocal commentator amp8212 begging the question of what truly makes for successful brand integrationsAt the core content and media must work handinhand to showcase brands in functional yet emotional ways Context remains key and the method of content distribution is critical to delivery To unlock organic connections with highvalue audiences the following methods have seen success when it comes to brand integrationsApproach with a storytelling philosophyMarketers must understand their brand39s objective and what assets it holds This lies at the heart of the process in determining how to pair the brand with a network39s or platform39s content in the most authentic way To create a natural synthesis with the platform brands must appear within the context of an existing storyline This organic element increases the chances of a viewer cultivating a favorable opinion of the brandDon39t to go it alonePartnership marketing can drive incremental value to traditional media placements The alignment to likeminded entities that connect with the same audiences can create shared value driving a brand message forward This effective form of advertising has a diminishing cost as the result of its longevity via syndication multiplying the total number of audience impressionsUse product placement as part of the marketing mix not a oneoffBrand integrations can also serve as the launchpads for larger campaigns by serving as an anchor for a multiplatform approach Continuity of brand messaging and association with a piece of meaningful content gets extended through custom content creation digital and social media amplification and experiencesPremium video from its roots in film and television to its evolution into digital streaming has always been about storytelling that creates an outlet for viewers to inform entertain and in many instances inspire The ability for marketers to unobtrusively enter this equation through brand integration opens a whole realm of possibilities resulting in more meaningful brand marketingClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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The Keys to Successful Brand Integrations in Video

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Jenna Fidellow

Cristina Ferruggiari

Powerful New PSAs Showcase the Mutual Rewards and Unconditional Love of Adoption from Foster Care - Ad Council InSites

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The Keys to Successful Brand Integrations in Video

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Jenna Fidellow

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