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I recently come across a neat article by Julie Ruvolo of DivX’s Stage6 in which she analysed a selection of branded content campaigns by brands as varied as Apple, Toyota and Ecko.

The article seems to suggest that the key to great branded online video lies in blending the unconventional with the practical: a few of her examples involved collections of themed videos; she offered up Apple’s Mac vs PC TV ads which have translated very well online and Ecko’s maverick ‘stillfree.com’ video series.

Other examples include American Express’ six short informational business videos and Holiday Inn Express’ footage of a nine week road trip across the US.

I think the emphasis on episodic content is a good one: branded episodic content allows that ‘one brick at a time’ brand building experience that accrues much brand value over time, partly because it now possible to deliver fully branded interactive TV style experiences online.

To be truly effective, however, branded video content will need to be integrated with a wider marketing campaign. It’s still all about getting the media mix right; across TV, print, mobile and online.

I expect Euro 2008 to be a great barometer of consumer acceptance of branded content video outside the US. The 2006 World Cup saw the introduction of highly targeted social networking campaigns by the major sports brands with Adidas’ “+10″ campaign on MySpace a memorable example.

This year’s major football tournament should be no different. There’s probably going to be a lot more ‘disposable video content’ this time round, however. And a lot more ‘made-exclusively-for-the-web’ viral video that lives across social networks and video sharing sites and is watched on iPhones and iMacs alike. This appears to be a view echoed by iMedia UK’s Gavin Sutcliffe:

“Digital will encompass everything — it’s no longer a speciality!
The term ‘digital agency’ will become more and more irrelevant as all types of agency (including public relations, direct marketing and design) become fluent in all things ‘digital’. Agencies from all walks of marketing communication will simply have to ensure fluency in digital, or face extinction. Being able to execute any campaign in 2008 will require a significant degree of competence in the digital arena. “

As marketing executives draw out their campaigns for 2008, it will be interesting to see how branded digital content plays out over the various screens the average UK consumer will be watching this year: TV, online and mobile/portable.

Here’s to a more personalised TV experience.

What say you?

Be a good sport and share your thoughts in the comments.

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1. Future of Social Advertising: Branded Content and Branded Social Media
2. What Bebo’s Open Media Platform Means For Branded Content Owners
3. Sheffield Melts Creativity – Melt 2008 Inspiration Session – Part 4
4. Sheffield Melts Creativity – Melt 2008 Inspiration Session – Part 3
5. 5 Social Media Tips For Busy Marketing Executives