This is a fantastic opportunity to work alonside Bauer's established brands to create bespoke and effective programmes
This is the opportunity to create a programme which effectively utilises Bauer's channels and aligns your product alongside brands synonymous with 1634's. This will also include programming promotions in order to gain interest in the ad-funded programme. The benefits to you include endorsement from some of the biggest brands in the UK (heat,empire,FHM,etc) This show can also be streamed online and can be sent to the brand consumer database or streamed on your own brand website.
Traditional advertising methods are being challenged in the current media landscape and it really works for advertisers to align themselves with brands synonymous with the 16-34 audience. In order to be completely effective the relationship between advertiser and media owner brand must appear more entwined than is currently possible with traditional 'spot' advertising. Increasingly advertisers are tasked with delivering something tangible to their audience as consumers are becoming more media savvy and less receptive to straightforward advertising messages.
Ad Funded programming can be described as 'any means by which an advertiser can have a deeper relationship with programming product beyond traditional media activity.' By this definition there must be a funding relationship with the programming or series. Put another way, it is 'beyond sponsorship' where money goes directly into production and leads to a degree of content ownership. It is programming that wouldnt exist without an advertising partner.
Orange currently use Bauer music TV to associate their brand with the 1634 'youth' audience and the key objective for them was to align their brand with FILM in the eyes of the 16-34 demographic Bauer used the brand heritage of Empire and an in house production team to create a weekly film show called 'Orange and Empire' which ran for 8 weeks. The show used Empire journalists and EPK and Junkett footage which highlighted the latest releases, reviewed by Empire, brought to you by Orange and Empire. The shows were 10 minutes long.
The programme is made with the brand in mind, so exactly the right message comes across.
Huge opportunity to increase brand awareness throughout the programme; this is not just a badging exercise but a really integrated solution. The product's name will appear on the Electronic Programming Guide as part of the programme.
This really excellent exercise is branding pioneered by The Pepsi Chart Show. It is important to keep looking for clever ways to promote a brand in a society where the average young person is exposed to over 2,000 advertising messages a day.