Here at Dome Productions, with our mobile video production and live streaming capabilities, we see opportunity in branded content, specifically for live events. By streaming content, from concerts to sports, audiences can extend to a global scope- increasing exposure for both brands and events.
That being said, we’ve noticed a fair amount of ambiguity about what branded content actually is, especially when terms like ‘native advertising,’ ‘content marketing,’ and ‘inbound marketing,’ are thrown in the mix. So we put this blog together to dispel said confusion, and lay out the opportunities we see ahead.
Native Advertising vs. Branded Content: Is There a Difference?
Yes and no.
Branded content is a broad term for informative and/or entertaining content that ties a brand’s message and/or identity into a story. It falls under the broader category of content/inbound marketing, where brands aim to create content that is useful and entertaining to consumers, organically earning their attention.
In Canada, we’ve seen branded content manifested in full feature films, such as Kokanee’s ‘The Movie Out here,’ to short web documentaries, like RBC’s features on organizations participating in their ‘Blue Water Project.’ Arguably, however, the ultimate branded content pioneer is Red Bull . They produce a variety of live and on-demand extreme sporting content, from live surfing competitions to a show following famous skater, Ryan Scheckler, touring around the world. Such content is distributed on their own website, and on their own Google Play, and Apple TV channels. Again, in all cases, a brand’s message/identity is related to the story being told.
Native advertising, conversely, refers to the delivery and display of branded content.
Simply put, native advertising integrates branded content into the experience of a given platform. Unlike traditional banner ads, prerolls, and pop-ups, native advertising units are seamless. The user experience is never disrupted. Sponsored stories/tweets on Facebook/Twitter, or a brand’s web film covered in an online magazine are all examples here.
In the case of a brand’s web film, if it’s displayed on the brand’s own website, it’s just branded content; but if it’s displayed in an online publication as a normal story, it’s branded content being used as native advertising. Straight forward enough, right?
Live Streaming Opportunities Ahead
As mentioned earlier, at Dome Productions, we are especially intrigued by the opportunities present in live branded content. Like scripted content, a brand’s message and identity can still woven into live entertainment. Take T-Mobile’s sponsored live stream of Coachella, for example. T-Mobile associated itself with efficiency and forward-thinking, exemplified in the perfectly-executed webcast, along with with creative energy, from the performance content itself. In the case of live music festival/concert streaming, brands and events both benefit from the increased exposure, and music fans, who could not attend the festival, get a glimpse into the experience.
In addition to live music, niche sports, and brand-curated events (product releases, campaign kick-offs, etc) also have live streaming potential. We’ll just have to wait and see how brands continue to work with this world of opportunity. Finally, with our live production and online streaming capabilities , Dome Productions is perfectly suited to produce and deliver your live content.
Shameless promotion aside, does this make sense? Feel free to add any comments/questions, and contact us if you’d like to chat about potentially working together.
Dome Productions, Digital Services.