Advertiser Funded Programming
Branded Content (or AFP – Advertiser Funded Programming) has finally found its place as a recognised and effective solution for advertisers' commercial objectives.
UKTV have a bespoke team dedicated to working with advertisers to create content that matches both the brand and channel objectives. Our success stems from working closely with our channel and commissioning teams from the outset to develop engaging and entertaining content. Put succinctly it is the meeting of minds between an advertiser, broadcaster and audience, via great TV.
Branded Content, which usually manifests itself as a programme series, an event or short form programming, allows the advertiser to have a much longer conversation and a deeper relationship with consumers. However, it is more than the linear broadcast, a programme is an asset to be exploited on other media platforms – using the initial linear conversation as a springboard to other touch points – such as online, mobile, Video on Demand, DVD, publications and events.
In our experience, the best results occur when a channel and advertiser work together to develop an idea which is then brought to air by a production company. Other fundamentals include being clear from the start as to what the brand’s key marketing and commercial objectives are and to understand what a successful outcome will look like for all parties.
Our top four tips for success are:
1. Focus on the Programme – The programme itself must be the main guiding principle when developing the creative idea. The creative translation of an advertiser's programming ambition into a compelling TV programme will dictate the overall success of AFP, not who writes the cheques.
2. Know the constraints – Ofcom regulations state that the broadcaster must retain editorial control of the programmes, thereby excluding the advertiser from the production process. Ofcom also outlaws product placement within the programme, allowing no reference to the advertiser’s product or service within the content. Making the advertiser aware of these fundamental issues and working within them is essential right from the beginning.
3. Think laterally – Experience tells us that a successful creative answer is rarely derived directly from the advertiser’s commercial message, but instead tends to emerge from a related theme.
4. Secure broadcaster support – What is the route to air? Just because a series has external funding does not make it more attractive to a broadcaster. Only the editorial merit can do that. A lot of good will, hard work and patience can fall at the last hurdle if there is no centralised support within the broadcaster for the project.
One final mantra to help bring AFP deals to successful fruition: the advertiser is best served by delivering an audience, and an audience is best served by delivering a good programme.
UKTV have a bespoke team dedicated to working with advertisers to create content that matches both the brand and channel objectives. Our success stems from working closely with our channel and commissioning teams from the outset to develop engaging and entertaining content. Put succinctly it is the meeting of minds between an advertiser, broadcaster and audience, via great TV.
Branded Content, which usually manifests itself as a programme series, an event or short form programming, allows the advertiser to have a much longer conversation and a deeper relationship with consumers. However, it is more than the linear broadcast, a programme is an asset to be exploited on other media platforms – using the initial linear conversation as a springboard to other touch points – such as online, mobile, Video on Demand, DVD, publications and events.
In our experience, the best results occur when a channel and advertiser work together to develop an idea which is then brought to air by a production company. Other fundamentals include being clear from the start as to what the brand’s key marketing and commercial objectives are and to understand what a successful outcome will look like for all parties.
Our top four tips for success are:
1. Focus on the Programme – The programme itself must be the main guiding principle when developing the creative idea. The creative translation of an advertiser's programming ambition into a compelling TV programme will dictate the overall success of AFP, not who writes the cheques.
2. Know the constraints – Ofcom regulations state that the broadcaster must retain editorial control of the programmes, thereby excluding the advertiser from the production process. Ofcom also outlaws product placement within the programme, allowing no reference to the advertiser’s product or service within the content. Making the advertiser aware of these fundamental issues and working within them is essential right from the beginning.
3. Think laterally – Experience tells us that a successful creative answer is rarely derived directly from the advertiser’s commercial message, but instead tends to emerge from a related theme.
4. Secure broadcaster support – What is the route to air? Just because a series has external funding does not make it more attractive to a broadcaster. Only the editorial merit can do that. A lot of good will, hard work and patience can fall at the last hurdle if there is no centralised support within the broadcaster for the project.
One final mantra to help bring AFP deals to successful fruition: the advertiser is best served by delivering an audience, and an audience is best served by delivering a good programme.
UKTV Food - Rhodes Across China with Amoy
Amoy were interested in content that underlined authenticity and provided mid-week meal solutions within the recipes. In addition, they were keen on improving the awareness of their brand within the retail world and promoting the Moon Festival (Chinese holiday focused on the family).
Mitch and Matt's Big Fish
A series developed with Young’s Seafood featuring Mitch Tonks and Matt Dawson on a gastronomic tour of the UK.
Red Bull X Fighters
Extreme motorcross brought to you by Red Bull in an international competition that ran over 6 weeks and featured some unbelievable aerodynamic stunts and tricks.
