Branded content a hit at MIPCOM
Kate Edwards, partner of brand-funded content company Quail Content reports from MIPCOM 2010.
For the first time ever, MIPCOM put together a program about the rise of brand-funded content. This day’s program coincided with the announcement that @Radical Media was being bought (60 percent) by Fremantle worldwide – this only further proves the relevance of such a convergence model both in today’s clutter interruption advertising market and the TV production space.
The branded-content seminars were full and the panels put together were representative of some of the sector’s BIG players – again only proving the merit of this form of content creation and moving further toward legitimising it. The panel included Peter Tortorici – GroupM Entertainment UK, Doug Scott Ogilvy Entertainment US, Robert Friedman @Radical Media US, Domonique Delport – Haavas Intl France, Cameron Death NBC Digital Studios, Marcus Vinton – Publicis Entertainment UK.
The key out-take of their mission in the brand-funded revolution is the notion of return on engagement vs. return on investment and establishing a metric that can accurately establish both of these for clients making it easier for them to buy into branded content and see the bang for their buck.
