An article on ReelSEO reveals that Ogilvy is seeing advertisers become more interested in targeted demographics and a more focused audience, and in creating branded content vs. just advertising alongside content.
This trend conjures up some interesting possibilities for both brands and media agencies, as marketers could possibly have another vehicle with which to engage their target audience beyond the traditional print ad or 30 second TV spot. Branded content could be far more powerful than print or TV spots, as it employs a pull strategy, where customers and clients are coming to the brands to view their content, versus being peppered with brand messaging and claims from the brand when they don’t necessarily want that kind of engagement. The effectiveness of this strategy, of course, lies in the quality of the content and how it’s used. The questions marketers should ask are

1. Is my content congruous with my brand’s positioning?
2. Is my content interesting enough that my target audience wants to watch it on their own accord?
3. As I develop my content, how do I create a strong association between my brand and the brand position I’m trying to create without overdoing it?
4. How do I leverage the content I’m developing within the context of my broader marketing strategy to amp up my brand value? (and yes, social media marketing is a must to make video work for you)

An example of a company that does an amazing job at using branded content and answering these questions positively is Red Bull. They combine well-positioned and produced content, a prolific output and clever social media strategies to put video to work for them. The Red Bull brand name is virtually ubiquitous, and one would be hard-pressed to find anyone who hasn’t heard of them. Much of Red Bull’s success can be attributed to the media they produce and how cleverly they put it to use for them.

As the effectiveness of traditional TV ads are continually being threatened by DVRs and online video, and more and more ad dollars are shifting towards online video, there is an amazing opportunity for brands and companies to follow Red Bull’s lead and create targeted, branded content that their target audience wants to watch. The skillset required for doing so would be new to most marketers, but the opportunities for differentiation would be well worth the investment.