Storytelling and Branded Content: Current Global Trends in Advertising and Ukrainian Realities

On September 20, practical conference devoted to the topic of branded content took place at Hyatt Regency Kyiv in the course of KYIV MEDIA WEEK 2016.

According to experts, branded content segment is the fastest growing in the Ukrainian media market. In 2016, its growth rate reached about 80%. This is almost three times faster than the rate of growth of entire media market. And the growth of this segment is observed not only in those categories of goods, which by virtue of legislative changes was limited access to direct advertising (e.g. beer). Today we observe an interest in other categories, which means the efficiency of this type of communication.

This topic was covered during special practical conference in the course of KMW – Storytelling and Branded Content: Current Global Trends in Advertising and Ukrainian Realities.

The event’s key objective was to show how to make advertising an integral part of the content, interesting to the viewers. And accordingly – how to make it more effective.

In particular, conference speakers focused on the fundamental differences between product placement, where the brand is not necessarily a narrative element, and current global trends like storytelling and native advertising, where it is organically woven into the story.

In proof of these tendencies actual case studies from this year’s international advertising festival Cannes Lions was presented by Konstantin Kuznetsov, co-owner of ad agency Dialla (official representative of Cannes Lions in Ukraine). Also Andrey Partyka, CEO of StarLight Sales; Elena Martynova, Strategic Marketing Executive of 1+1 Media and Oksana Stekhina, Director of Business Development at Dentsu Aegis Network Ukraine, Denis Storozhuk, Managing Director of ZenithOptimedia Ukraine, PR & Marketing Director of FILM.UA Group Polina Tolmacheva shared their experience in successful branded content creation as well.

The conference took place on September 20 in Hyatt Regency Kyiv hotel (5 Alla Tarasova Str., Kyiv, Ukraine).