Just heard the panel on Branded Entertainment, featuring Dave Burwick, Mark Kaline (Ford) and Stuart Shlossman (Madison Road Entertainment)...moderated by Jonah Bloom.
They released a study on b/e which I hope you'll be able to get from the ANA's website, but if not...just e-mail me and I'll fill you in.
Jonah was kind enough to ask my cloaked question (meaning I wrote it on a piece of paper) about whether Pepsi would be back next year on the Apprentice...
Dave said no...but not necessarily because they didn't think it was a good investment...they just don't do the same thing twice. I thought it was a good answer, although most marketing efforts (e.g. TV advertising in general) is pretty much a repetition of the same-old-same-old. Still a good answer...I'm on a Pepsi kick at the moment.
Other interesting findings included:
- 63% of marketers are investing in b/e; 11% not yet but plan to in the next year and 26% have no plans to get involved in the next year
- 16% of marketers don't know where their B/E budgets are coming from?
- 56% are measuring branded entertainment, but find it challenging (no shit)
- 20% are not measuring
- 79% find pricing to be "overpriced", although 19% find it to be reasonably priced (as pointed out by Mark...is it a coincidence that this number is so close to the 20% are aren't measuring and don't know where its coming from)
Some interesting points raised...
When questioned as to what would happen to interest in b/e should commercial clutter be reduced, the feeling was that it would not decrease. I found that somewhat surprising, but perhaps not that unexpected.
My question is really what is going to happen to b/e clutter!!! History tends to prove that over time most take the low road or put differently, the bottom feeders always tend to get the most attention.
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