Branded Content - Master Mands 2017/2018
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Transcript of Branded Content - Master Mands 2017/2018
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BRANDED CONTENTPasquale Borriello – 22.01.2018
Master Web, ICT e Culture Digitali
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CONTESTO
Come siamo messi con l’advertising digitale, oggi?
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CONTESTO
I banner? Neanche a parlarne...
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CONTESTO
E poi ci sono gli adblock...
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CONTESTO
Il pre-roll non è la soluzione.
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CONTESTO
Secondo Wikipedia: “native advertising” è una pubblicità online che “assomiglia” ai contenuti circostanti. È questa la soluzione?
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CONTESTO
Sono i contenuti (branded content) a riempire gli spazi del native.
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CONTESTO
Ma: c’è troppo content in giro!
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CONTESTO
Come fanno le aziende a farsi vedere in questo mare di contenuti??
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BRANDED CONTENT
Un branded content di grande successo, di qualche anno fa.
link
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Il Branded Content è la realizzazione di contenuti divertenti, informativi o semplicemente interessanti da parte di aziende.
def.
BRANDED CONTENT
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Il branded content è fortemente orientato alle necessità dell'azienda e cerca di intercettare l'attenzione del pubblico in nuovi modi. Si distanzia dall'advertising tradizionale per il contenuto (non direttamente promozionale) ma vive pur sempre sui "flight" di campagne limitate nel tempo.
def.
BRANDED CONTENT
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CASE STUDIES
I video di Mr. V per Carrefour Italia
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CASE STUDIES
I video “Real Beauty” di Dove.
link
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CASE STUDIES
Il podcast .future ‘powered by Microsoft’
link
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CASE STUDIES
Lego Movie!
link
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CONTESTO
Come costruire un branded content per essere credibili??
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CASE STUDIES
Il concetto di sweetspot.
linklink
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THANK YOU ˒