If there’s one thing marketers have had to come to terms with in recent years, it’s that traditional ads are in crisis. Advertising has been a crucial piece in the monetization of content in all types of media and also the main showcase that brands of all kinds have used to promote their products. The TV ad was the star of brand and company positioning campaigns. However, changes in habits and those that have starred in the content channels themselves have endangered the ad as we know it.First, consumers got fed up with advertising because of its excess. The advertising breaks on TV grew longer and longer, saturating consumers. Fed up led to zapping. On the web, the excess of ads was behind the exponential growth of ad blockers. Later, those same user-viewers preferred to pay and be able to skip the advertising. This explains the growth of ad-free content services, such as VoD platforms.
For all this, the media and Ireland Email List advertisers have had to begin to rethink advertising. The media are reducing ads to showcase those that do work, and advertisers are testing new formats, such as experience marketing or content marketing.Now, at least on American television (the one that marks the path that televisions and their advertisers will follow in other markets later), advertisers have entered entertainment directly. That is, the entertaining and eye-catching television program, which seeks to capture the audience, is actually branded entertainment.As they point out in Variety , which has just analyzed the phenomenon, viewers hate ads so much that advertisers have started creating their own shows. The latest example is Cherries Wild, a game show broadcast by Fox and created by Pepsi.
The colors of the program are Pepsi corporate, the fruit in the prize machine are cherries (because it is a promotion of their Pepsi Wild Cherry, their cherry drink) and the chain cannot include advertising of any other brand of soft drinks during the advertising breaks.On its official website, it is presented as “a prime time question and answer program that is the first of its kind.” “The concept of the Cherries Wild program is an authentic collaboration created with the Pepsi Wild Cherry brand,” they continue to explain a little later in the text. It’s a “daring concept,” they add. From Pepsi they point out, in the classic corporate statements that accompany this type of text, that “consumers are looking for content that entertains them in a new way and with new formats.”Pepsi is the latest to join the phenomenon, but not the first. In recent months, other samples have been seen, some highly viral. It was what happened with the KFC movie (a short, yes) for the Lifetime channel. Lifetime is a channel specializing in telefilms, in which here they are called “evening movies”, in their dramatic and more ‘soap opera’ side. KFC played with genre lines and conventions to create a movie starring its Colonel Sanders and his chicken recipe.
The movie went viral.Anheuser-Busch InBev launched a streaming New Years concert tied to a beer brand and Procter & Gamble has launched its own podcast about women and is also working on a science fiction movie about life on Mars in 2080 (where, obviously, they will use your products). The list does not stop growing.The challenges of the formatThe jump to branded entertainment is not, however, easy. As you can understand by reading the data they contribute to Variety , it has its own challenges. Everything takes more time to begin with. The KFC movie, while only 15 minutes long, took two years of work. To continue, brands must be able to lose control of the brand a bit. That is, no matter how brand-name entertainment it may be, you can’t put the product everywhere and at all times.If you want the consumer to watch it, it must be as entertaining as a regular show (KFC, for example, removed shots of the characters eating chicken, because it was too obvious). And, finally, this type of content requires leaving the comfort zone and knowledge of advertising creatives.
If you are going to make a movie or a show, you need people who know how to make that content.The idea, however, is not exactly new. As you remember in the American media, in the early days of radio and television, advertisers had their own sponsored programs, which were practically theirs (It also happened in Spain: the letters from Elena Francis and her office are a perfect example). Procter & Gamble had a production unit that created soap operas and TV movies. Coca-Coca was the owner of Columbia Pictures during the 1980s.And despite their emergence in the 21st century, it seems unlikely that ads will go away entirely. Not everyone has the resources to jump into creating these formats.