Branded content goals vary widely by client, but can be used to deliver on a range of marketing goals, says Jill Langan, Senior Partner and Strategic Planning Director at Maxus, in an interview with Elaine Boxer, Director of Industry Initiatives at the IAB.
Some Maxus clients lean on branded video to change brand perception. “We have a client filming local activation and distributing it online, and distributing that emotional message coupled with an ad can work nicely to change brand perception,” Langan says. Other marketers use video for targeting because of the efficiency. “We have a tourism client that recently changed their target to a much younger one…and the branded content is more fun, irreverent, very true to the audience and targetable,” she explains. In addition, some form of interaction in the branded video can help.
When it comes to native content, marketers need to make sure the native ads deliver value in the form of entertainment or information. While native ads are on the rise, however, the programmatic opportunities in them are still small, she adds.
Langan was interviewed earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads.