Make no mistake about it, fellow PromaxBDA members, we are not in the TV business. We are not in the marketing business. And we’re not in the promo business either. We are in the engagement business. And the engagement business isn’t limited to just enticing audiences to sample our networks or shows (read as: traditional promo).

As upfront growth starts to dwindle and advertisers start to move to other platforms, it’s increasingly up to us – the promo experts in and around network marketing departments – to ideate and execute a new type of content that connects our networks with advertisers to engage audiences in entirely new ways. And the good news is that after many years and many names, this type of content finally has a name everyone can agree on: Branded Content.

Some networks are leading the charge in Branded Content. Some are just getting into the game. And some aren’t even sure where to start. But no matter where your network is, it is vital to start experimenting with—and mastering – branded content.

Here are three trending approaches that are attracting the most eyeballs and, of course, the most ad dollars:

· Trend #1: Surprise & Delight - Real people are confronted with interesting surprises and situations, resulting in real, authentic, relatable reactions. ABC Family built their entire 2014 holiday season around “Pop Up Santa,” a campaign of surprising, delightful network brand spots – and, yes, custom branded content spots – that brought holiday cheer to those who least expected it.

· Trend #2: Doc Profiles - We spend time getting to know and relating with real people (or sometimes celebrities) and seeing how a brand organically fits into their lives. After many years of developing custom branded content for Kay Jewelers around Valentine’s Day, NBC took a new type of documentary approach this year that was very relatable, very personal, and truly unique.

· Trend #3: Scripted – This approach is the most challenging because short, scripted storytelling on TV is almost always reserved for traditional commercials. By design, commercials are controlled, seemingly artificial, and as a result, almost always dismissed as inauthentic. That all said, IFC’s remarkable partnership with Subaru is a great example of success. Their “Ride Share” web series works exceptionally well because what we’re watching doesn’t try to sell us anything. Subaru leans back and lets well-defined characters interact in an authentic, almost doc-style way with their product.

The takeaway here is that many networks have committed themselves to branded content, and in the coming months, many more will make the leap. Smart ad sales marketing teams see it as a great tool for helping to retain and grow their relationships with their sponsors. Innovative marketing teams see it as a way to continue to build their network’s brand – and have someone else pay for it. And many, many brands are waking up to the reality that to really make their TV dollars work harder, they need to partner with the people who are the experts at engaging TV audiences:

You.

That’s right, you. As the TV industry continues its rapid evolution, your expertise with developing and executing promo actually puts you in the driver’s seat. If you can evolve your promo skills into branded content skills, you will be essential to the future of your network or organization. Start with developing and mastering ideas around the three trends above – and then keep experimenting. Your next innovation could be the next great trend in our industry.

Brian Briskman is president and creative director of B2+: The Custom Branded Content Company. Over the years, his company has developed and produced branded content that has connected networks like NBC, The CW, ABC Family, and E!, with brands like P&G, AT&T, Volkswagen, and Wells Fargo. Come hear more from Brian at The Conference in Los Angeles June 9 - 11.

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