While there's nothing new about branded content – the soap opera is the granpappy of it all, and sponsorship its near neighbour - it has taken on a new potency in the digital age. This event will explore the scope for branded content across digital platforms and its potential pitfalls...

• Why is everyone talking about interactive branded content, but so few brands doing it?
• How do you measure ROI on branded content?
• Is branded content credible and as we move from interruption to engagement does the consumer trust it?
• How does branded digital content integrate with traditional marketing or does it drive/lead it?
• Should companies choose the branded content route over user generated content and social networking / communities?

Branded content is being touted as not only the way for brands to beat the threat from Personal Video Recorder’s (PVR’s) and the threat of ipTV, but as Media Week outlined in a recent article “branded content is the way ahead for advertisers who want to engage with consumers across all platforms.”

Web & mobile - beyond branded TV content

And although many of the high profile case studies being touted by the media are based on TV-branded content or contract publishing - neither new ideas - the web, mobile and in-game advertising offer a new twist and increased opportunities for branded content offerings.

Two recent high-profile branded online offerings have been in the music sector with Coca Cola’s MyCokeMusic download site, and Amnesty International’s Make Some Noise online campaign. While UK fashion brand 'Mrs Jones' developed a range of lingerie that could be purchased by the users for their avatars in the Second Life online virtual community. So why did they go down the branded content route?

Does branded entertainment or content work for all brands, especially in the FMCG sector, where there is little to say about the brand, but the brand dictates a large share of voice? Is branded entertainment a scaleable and long-term solution? Where are the metrics or KPIs?

Metrics & the public mood

In turn, with the growth of product placement in TV and films, will branded content increase the cynicism and lack of trust that many consumers have of brands and how they choose to communicate with consumers? Or is it an effective way to move from interruption to engagement?

And with a number of brands choosing user-generated content and communities as a focus for consumer facilitation, where does branded content fit into the marketing mix? Or are they both integral to a successful brand campaign?

Speakers:

Ed Bartlett - Vice President of Publishing at IGA Partners
Simon Andrews - Founder Big Picture
John Nolan - Head of Commercial Programming North One TV
Raf McDonnell - Red Entertainment Marketing and former Head of mycokemusic
Mike Williams - Enterprise IG
Stephanie Newman - Amnesty International (on Make Some Noise)
Michael Bayler - The Rights Marketing Company
Maryam Bazargan - New Street Media
Chair: Alan Moore - CEO, SMLXL (and blog)