Branded content as an additional possibility for producers to collect money for production

On September 20, the 6th international media forum KYIV MEDIA WEEK held a practical conference “Storytelling and branded content: current world trends in advertising and Ukrainian realities”. The event was attended by CEO of StarLight Sales Andrei Partyka, director of strategic marketing for “1+1 media” Elena Martynova, director of development at Dentsu Aegis Network Ukraine Oksana Stekhin, CEO of ZenithOptimedia Ukraine Denis Storozhuk, director of marketing and PR at FILM.UA Group Polina Tolmachiova and co-owner of DIALLA Communications advertising agency (the official representative of “Cannes Lions” in Ukraine) Konstantin Kuznetsov.

The specialists of the advertising and communications market met to figure out how to make advertising an integral part of content that is interesting to the consumer, and, of course, how to increase its effectiveness.

To date, the volume of the branded content market is 12% of the global advertising market, which in monetary terms totals $85 billion. If we talk about the branded content segment in Ukraine, it is the fastest growing market in the field of media. In 2016, its projected growth rate will exceed 50%. This is more than twice as fast as the rate of growth of the media market as a whole (according to the forecasts of the Ukrainian Advertising Coalition, the volume of media advertising in UAH will grow this year by 20.6%).

For producers of content, attracting advertising partners for product placement is one of the ways of attracting investments to the project at the early stages of its production. At the same time, for maximum effect both the advertiser and the producers of the project need to “find each other” preferably at the stage of script development, because a crudely inserted product placement, ill-suited for the content’s target audience, can lead to the opposite effect – instead of attracting the audience and promoting the project it may turn away a potential customer both from the advertised product and the television or film project.

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