Closer to Content -
everything you need to know about sponsorships, AFPs, product placement, branded content, etc...

Overview

You probably know (well, we certainly hope so) that more TV ads are seen at normal speed in the UK than ever, and they are as effective as ever. But TV now offers many other ways for brands to harness TV's unbeatable reach and impact.

Brands are benefitting from getting closer to TV content - advertiser funded programming, branded content, competitions and promotions, events, licensing plus, of course, sponsorship - and there are opportunities on the horizon such as product placement and around on-demand TV. These content-led commercial formats are well suited to addressing different objectives from spot advertising.

At this event we looked into how some brands have created successful extended sponsorship and AFP partnerships and heard advice on how to approach such projects.

We also delved into product placement: regulation, research, the experience in other markets and debated how it should develop. We brought together key players representing advertisers, broadcasters, producers, and agencies to debate this still contentious topic including Bob Wootton from ISBA, John McVay from PACT, Mark Eaves from Drum PHD, Kelly Williams from Five, Ben Kaye from Dixons, Dominic de Terville from Krempelwood, Stuart Murphy from Sky and Gary Knight from ITV. Good stuff it was too.

If you weren’t able to come along or access our live webcast, you can catch up with all the action by watching the event on-demand, right here.

Your on-demand sessions include:

00:00:00 - 00:13:20

Introduction
Lindsey Clay, Marketing Director from Thinkbox, introduced the topic of the day

00:13:20 - 00:39:40

Supercharged sponsorship
Kelly Williams, Sales Director from Five, and Benjamin Kaye, Head of Advertising from DSGi, shared how they created a successful commercial partnership between Dixons and the Gadget Show.

00:39:40 - 01:00:00

Happy marriages: what we know
David Brennan, , Research & Strategy Director from Thinkbox, summarised recent learnings about the effectiveness of content partnerships and how to maximise their success.

01:00:00 - 01:29:55

The content landscape
Lindsey Clay gave an overview of the best in class content work happening between brands and broadcasters and the range of opportunities.

Coffee break for those at the venue. However, we had a half-time show of Thinkboxes ads to view, for those watching online. 

01:29:55 - 01:53:00

Made to measure
Mark Eaves, Managing Director of Drum PHD, shred his experience of two contrasting brand content projects at opposite ends of the scale: The Krypton Factor with Sage and The XFactor Big Nights In with Sainsbury’s.

01:53:00 - 02:14:20

Working with the rules
Dominic de Terville, Sales Director from Krempelwood, explained how he is working within the existing regulatory framework to bring content projects to fruition with advice on how to avoid frustration and confusion.

02:14:20 - 02:53:31

Panel session
Panel discussion will include Bob Wootton, Director of Media & Advertising from ISBA, John McVay, CEO of PACT, Gary Knight, Brand Entertainment and Digital Sales Director from ITV, and Stuart Murphy, Director of Programmes from Sky, chaired by Tess Alps, CEO of Thinkbox. This contained lots of good advice as to how the industry could go about Product Placement, and is well worth a look.