hi I’m Rebecca Brayton and welcome to watchmojo.com and today we’re speaking
watchmojo.com and today we’re speaking
watchmojo.com and today we’re speaking with Terry O’Reilly who will be telling
with Terry O’Reilly who will be telling
with Terry O’Reilly who will be telling us more about the history of branded
us more about the history of branded
us more about the history of branded content and product placement as well as
content and product placement as well as
content and product placement as well as the effects of social media on
the effects of social media on
the effects of social media on advertising can you talk to us a bit
advertising can you talk to us a bit
advertising can you talk to us a bit more about branded content and product
more about branded content and product
more about branded content and product placement I don’t know if you watched
placement I don’t know if you watched
placement I don’t know if you watched Mad Men but I love that show
Mad Men but I love that show
Mad Men but I love that show products have a big part in that show so
products have a big part in that show so
products have a big part in that show so Jack Daniels he’s part of the scripts
Jack Daniels he’s part of the scripts
Jack Daniels he’s part of the scripts you see them he knows a lot of drinking
you see them he knows a lot of drinking
you see them he knows a lot of drinking goes out on that show so they’re always
goes out on that show so they’re always
goes out on that show so they’re always drinking Jack Daniels Jack Daniels has
drinking Jack Daniels Jack Daniels has
drinking Jack Daniels Jack Daniels has paid a lot of money to be part of that
paid a lot of money to be part of that
paid a lot of money to be part of that script so there’s product placement at
script so there’s product placement at
script so there’s product placement at work that is the OL on one of the oldest
work that is the OL on one of the oldest
work that is the OL on one of the oldest forms of marketing so when radio first
forms of marketing so when radio first
forms of marketing so when radio first appeared in the 20s and into the 30s
appeared in the 20s and into the 30s
appeared in the 20s and into the 30s product placement was was in all the
product placement was was in all the
product placement was was in all the shows who in the Jack Benny show Amos
shows who in the Jack Benny show Amos
shows who in the Jack Benny show Amos and Andy all those great radio shows
and Andy all those great radio shows
and Andy all those great radio shows they had products woven into the script
they had products woven into the script
they had products woven into the script so Jack Benny would be doing a comedy
so Jack Benny would be doing a comedy
so Jack Benny would be doing a comedy routine and suddenly start talking about
routine and suddenly start talking about
routine and suddenly start talking about Lucky Strike cigarettes already in the
Lucky Strike cigarettes already in the
Lucky Strike cigarettes already in the middle of the routine not going to a
middle of the routine not going to a
middle of the routine not going to a commercial but in the middle of the
commercial but in the middle of the
commercial but in the middle of the script branded content here I’ll give
script branded content here I’ll give
script branded content here I’ll give you a couple of examples of it so when
you a couple of examples of it so when
you a couple of examples of it so when you watch The Apprentice and one of the
you watch The Apprentice and one of the
you watch The Apprentice and one of the tasks on the apprentices for example
tasks on the apprentices for example
tasks on the apprentices for example they’ll say okay the two groups you have
they’ll say okay the two groups you have
they’ll say okay the two groups you have to create a great ad for coda and they
to create a great ad for coda and they
to create a great ad for coda and they have to come back at the end of the show
have to come back at the end of the show
have to come back at the end of the show and tell us what you what your great
and tell us what you what your great
and tell us what you what your great advertising campaign wasn’t how it did
advertising campaign wasn’t how it did
advertising campaign wasn’t how it did that’s branded content soak up the whole
that’s branded content soak up the whole
that’s branded content soak up the whole show is about Kodak not just a section
show is about Kodak not just a section
show is about Kodak not just a section or it’s not just a kodak product sitting
or it’s not just a kodak product sitting
or it’s not just a kodak product sitting in a scene the whole show is about Kodak
in a scene the whole show is about Kodak
in a scene the whole show is about Kodak so that is what branded content is is
so that is what branded content is is
so that is what branded content is is where the content has been branded
where the content has been branded
where the content has been branded completely by an advertiser I think
completely by an advertiser I think
completely by an advertiser I think that’s a really successful maybe you can
that’s a really successful maybe you can
that’s a really successful maybe you can get a half-hour in primetime dedicated
get a half-hour in primetime dedicated
get a half-hour in primetime dedicated to your product that’s a big you don’t
to your product that’s a big you don’t
to your product that’s a big you don’t hit out of the park homerun to me but it
hit out of the park homerun to me but it
hit out of the park homerun to me but it still has to be good like you can’t just
still has to be good like you can’t just
still has to be good like you can’t just be there it has to be a great show and
be there it has to be a great show and
be there it has to be a great show and it has to be worth watching for it to be
it has to be worth watching for it to be
it has to be worth watching for it to be successful what effect have social media
successful what effect have social media
successful what effect have social media sites and and the youtubes of the world
sites and and the youtubes of the world
sites and and the youtubes of the world had on on your industry YouTube has been
had on on your industry YouTube has been
had on on your industry YouTube has been a huge impact on our business because
a huge impact on our business because
a huge impact on our business because suddenly you can post television spots
suddenly you can post television spots
suddenly you can post television spots for example and sometimes not all the
for example and sometimes not all the
for example and sometimes not all the time sometimes reach millions of people
time sometimes reach millions of people
time sometimes reach millions of people at zero
at zero
at zero Media cost I mean television advertising
Media cost I mean television advertising
Media cost I mean television advertising is the most expensive advertising you
is the most expensive advertising you
is the most expensive advertising you can do and here is suddenly this vehicle
can do and here is suddenly this vehicle
can do and here is suddenly this vehicle where if you have a great idea and it
where if you have a great idea and it
where if you have a great idea and it catches on you can literally reach
catches on you can literally reach
catches on you can literally reach millions so here’s an example that great
millions so here’s an example that great
millions so here’s an example that great dove ad you may remember where you see
dove ad you may remember where you see
dove ad you may remember where you see the woman’s face transform that was done
the woman’s face transform that was done
the woman’s face transform that was done by a Canadian agency and that got
by a Canadian agency and that got
by a Canadian agency and that got something like five million views inside
something like five million views inside
something like five million views inside a couple of weeks like you couldn’t even
a couple of weeks like you couldn’t even
a couple of weeks like you couldn’t even get that on the best TV media buy so
get that on the best TV media buy so
get that on the best TV media buy so that’s how YouTube has impacted
that’s how YouTube has impacted
that’s how YouTube has impacted advertising is it gives you an
advertising is it gives you an
advertising is it gives you an opportunity to reach millions of people
opportunity to reach millions of people
opportunity to reach millions of people at zero at absolutely zero cost other
at zero at absolutely zero cost other
at zero at absolutely zero cost other than the production of the spot the flip
than the production of the spot the flip
than the production of the spot the flip side is Facebook Twitter other social
side is Facebook Twitter other social
side is Facebook Twitter other social sites marketing hasn’t figured out how
sites marketing hasn’t figured out how
sites marketing hasn’t figured out how to use those well yet because I think
to use those well yet because I think
to use those well yet because I think the problem is those sites are social
the problem is those sites are social
the problem is those sites are social places not marketplaces so I think
places not marketplaces so I think
places not marketplaces so I think advertising is having like they’re kind
advertising is having like they’re kind
advertising is having like they’re kind of you know they’re looking through the
of you know they’re looking through the
of you know they’re looking through the window and they’re seeing millions of
window and they’re seeing millions of
window and they’re seeing millions of people there but they don’t quite know
people there but they don’t quite know
people there but they don’t quite know how to how to work it yet so I think
how to how to work it yet so I think
how to how to work it yet so I think that’ll be the next bead in advertising
that’ll be the next bead in advertising
that’ll be the next bead in advertising as they’ll figure out how to use
as they’ll figure out how to use
as they’ll figure out how to use Facebook and Twitter well right now
Facebook and Twitter well right now
Facebook and Twitter well right now they’re doing it poorly and not doing it
they’re doing it poorly and not doing it
they’re doing it poorly and not doing it all because they’re afraid the community
all because they’re afraid the community
all because they’re afraid the community is going to revolt
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