The rise of branded content

With the rise of Web 2.0 and advancement of Smart Phones, Tablet computers and faster broadband and mobile services, it means one thing for consumers and audiences - that their consumption habits for media has evolved.

We live in a world where information and content is moving from single screens to multi-screens, and audiences remain connected to their devices constantly. With Content and Social Media now walking hand in hand, Content is King, Conversation is now Queen.

The traditional content flow in the past was one way from Content creators and owners to Audiences. This is no longer the case. Audiences now want to be heard, they want to share experiences, they want to Participate and possibly even Influence. That is the rise of Social TV.

For Brand owners and Advertisers it means that their marketing and advertising strategies must also shift to accommodate a digital world where information and content is now expected to be on-demand, anytime, anywhere.

The web has created a new consumer psychology; it is no longer about direct in your face selling and more about engaging the consumer. Messages across to consumers and viewers have to have a purpose and above all appeal to the viewers at a higher level. More and more Brand owners are now recognising Branded Content as a superior marketing strategy to push their brands and appeal to a new generation of consumers.

Even though this means that Brand owners, Agencies, PR companies and even Content Creators have to shift and realign, there are also upsides too. Using metrics and analytics, it is now easier to get more accurate data.

Brands can also get to better understand viewers’ tastes and likes, generate more loyalty through retention thus growing followers and fans possibly beyond one territory.

Refinery Media was set up specifically to take advantage of the rise of Branded Content in Multi-platforms in Singapore, where there seems to be a shortage of local production companies that have embraced the digital world and to adapt to the new changes in consumption habits. Our modus operandi is that creativity and story-telling should no longer be one dimension and must now play out through multi dimensions.

Refinery Media is a new generation production company set up in the most non-traditional way. Our team is assembled from multi-disciplinary backgrounds across television production and development, marketing and PR, event production, design and new media.

We work closely with Broadcasters, Brands, Marketing Teams, PR Agencies and Technology companies to create groundbreaking, engaging content across multi-platforms of TV, Online, Mobile and emerging platforms. Hyperspot Technology, exclusive to Refinery Media in Singapore, allows viewers to click on web videos to obtain brand and pricing information on the product, which in turn becomes collected data for the brands.

Our team’s role is to create a bespoke package to suit every client’s requirements for their entry into the world of Branded Content.

A case study on Supermodelme, a multiplatform reality series currently airing it’s second season this year on Channel KIX, Starhub Mobile and on the web www.supermodelme.tv had integrated 33 brands into the show.

Aside from Fashion brands, we integrated Singapore Tourism Board’s “YourSingapore” campaign within the show and launched a successful Foursquare game that garnered 28,885 (at the time of writing this article) followers.

Not only are viewers encouraged to read blogs, follow twitter and facebook, they are also engaged with online contests and a Foursquare game that required them to physically check into Brand Partners’ retail shops, all of these resulting in achievements and rewards for getting involved. 

Supermodelme Season 3 will be in production late 2011, with an even bigger and more international cast as well as showcasing the latest social media and web tools for bigger audience engagement. 

Karen Seah, Chief Executive Officer, Refinery Media