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Friday, 12 Mar 2010

Brand Activation

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Content Partnerships

Content Partnerships (also known as branded content or Ad Funded Programming) can be described as any activity in which an advertiser’s brand has a direct relationship with a programme, either financially or creatively. This can be via wholly or partially funded initiatives, brand partnerships with major international programme formats or custom-designed programmes.

Content Partnerships deals can include combinations of many different elements, from custom-made programmes to sponsorship credits, online content, licensing rights and international distribution partnerships. Content Partnership initiatives can be wholly or partially funded, depending on the deal.

“This relates to any deal where an Advertiser is involved in the funding of a show or piece of content, either on Broadcast TV, online, mobile or Interactive TV.
Recent examples include The Krypton Factor on ITV1 with Sage and Skillicious on CITV with Fruit Shoots H2O.                                                                              

For more information, please speak with Katherine Marlow.

Pages of Interest 

  • ITV1

    ITV1 usually includes dramas, entertainment, arts programmes, feature films, sport, news, current affairs and factual programmes

  • COI

    The challenge was to use media to create ‘virtual meetings’ between PCSOs and a wider cross-section of the public. Manning Gottlieb OMD worked with OMD Fuse and ITV to create an ad-funded programme that would create new contacts on a mass scale.

  • Case for TV

    TV is as popular as ever. It amplifies other media and works across platforms.

  • ITV news

    Click on the links to read about the latest developments at ITV, including broadcasting deals, staff moves, sponsorship deals and other corporate news.

  • Current season

    Whether it's drama that chills, crime adventures that absorb, or the cheeky and irreverent humour of Harry Hill’s TV Burp, we have treats in store for everyone.

More from Content Partnerships

  • A good example of content partnership on ITV1 is the Orange Playlist. Here, the content not only builds Orange's association with music in a credible way that makes for great TV, but also allows wider activation for the advertiser and drives use of their products.

    Another example of content partnerships is the recent show, Beat: Life On The Street, which was produced by Twofour for the Home Office and shown on ITV1. It was the first fully advertiser-funded programme to run in peak time on UK television.

Other examples of brand activation