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Closer to Content 2010... Everything you need to know about sponsorships, AFPs, product placement, branded content, etc...
You probably know (well, we certainly hope so) that more TV ads are seen at normal speed in the UK than ever, and they are as effective as ever. But TV now offers many other ways for brands to harness TV's unbeatable reach and impact.
Brands are benefitting from getting closer to TV content - advertiser funded programming, branded content, competitions and promotions, events, licensing plus, of course, sponsorship - and there are opportunities on the horizon such as product placement and around on-demand TV. These content-led commercial formats are well suited to addressing different objectives from spot advertising.
At this event we looked into how some brands have created successful extended sponsorship and AFP partnerships and heard advice on how to approach such projects.
We also delved into product placement: regulation, research, the experience in other markets and debated how it should develop. We brought together key players representing advertisers, broadcasters, producers, and agencies to debate this still contentious topic including Bob Wootton from ISBA, John McVay from PACT, Mark Eaves from Drum PHD, Kelly Williams from Five, Ben Kaye from Dixons, Dominic de Terville from Krempelwood, Stuart Murphy from Sky and Gary Knight from ITV. Good stuff it was too.
Speakers' presentations
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Kelly Williams, Sales Director from Five, and Benjamin Kaye, Head of Advertising from DSGi, shared how they created a successful commercial partnership between Dixons and the Gadget Show. -
David Brennan, Research & Strategy Director from Thinkbox, will summarise recent learnings about the effectiveness of content partnerships and how to maximise their success. -
Lindsey Clay will give an overview of the best in class content work happening between brands and broadcasters and the range of opportunities. -
Mark Eaves, Managing Director of Drum PHD, will be sharing his experience of two contrasting brand content projects at opposite ends of the scale: The Krypton Factor with Sage and The XFactor Big Nights In with Sainsbury’s. -
Dominic de Terville, Sales Director from Krempelwood, will explain how he is working within the existing regulatory framework to bring content projects to fruition with advice on how to avoid frustration and confusion. -
At our Getting Closer to Content 2010 event, we brought together key players representing advertisers, broadcasters, producers, and agencies to debate the still contentious topic of Product Placement, including Bob Wootton from ISBA, John McVay from PACT, Stuart Murphy from Sky and Gary Knight from ITV. Thinkbox’s Tess Alps chaired the debate which looked at regulation, research, the experience in other markets, the value of product placement, who should sell it and how it should develop. Good stuff it was too. However, the world has moved on since then, and if you are going to watch a panel on product placement you probably want to see our latest at our 2011 Closer to Content event. You can do that here.
Closer to Content 2010
Thinkbox On Demand
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