​Whether it’s called “branded content,” “integrated marketing,” or “promercials,” it seems like everyone in the industry these days is buzzing about the co-branded campaigns that are bringing advertisers and networks together.

But not everyone, unfortunately, is getting it right. And that’s especially true of TV networks, according to Brian Briskman, president and creative director of B2+, an L.A.-based creative shop specializing in custom branded content.

Advertisers are looking for scale, engagement, and results, according to Briskman. And TV no longer has a clear advantage over digital when it comes to delivering on those three things.

TV is still the clear winner when it comes to scale, but digital is catching up fast.

It’s pretty much a tie between the two when it comes to engagement, Briskman says.

But digital has the upper hand as far as results are concerned, since digital engagement is almost instantly measurable.

Briskman says that all is not lost for the beleaguered network, folks, though, and cited three examples where TV recently got branded content right, by ensuring that it was relevant, authentic, and trusted the audience by not talking down to them.

The first: NBC and Lexus’ live, improvised sketches.

NBC and Lexus aired these spots during “Late Night with Jimmy Fallon.” An improv comedian asked viewers during an early commercial break to suggest ad concepts using the hashtag #LexusIS on Twitter.

The comedians then used the Tweeted submissions to come up with the ad’s content, which aired live in a later commercial break.

This is television doing what television CAN do,” Briskman said, “asking people ‘let’s go out there and engage with our audience.’”

Another example of great Branded Content: E!‘s “Red Carpet Driven” campaign with VW.

Throughout awards season this year, E! profiled real VW drivers who worked behind the scenes and asked them about their lives working in style and entertainment.

Briskman—whose company worked on this campaign—said it was a great example of turning the subjects of a story into brand ambassadors, all while keeping the actual branding very light. The viewer isn’t hit over the head with the fact that they’re selling cars in these spots.

But the whole package, recently, was delivered by pivot and Monster.com, Briskman said.

Pivot, the new cable network targeting Millennials that launched last year, partnered with Monster to develop a content series around young people looking for jobs.

Pivot used as much scale as they possibly could: they did segments on job hunting on their nightly news program “TakePart Live,” they created interstitials following real job seekers which were blown up into a longer 30-minute documentary sponsored by Monster. And they even offered a associate producer job on “TakePart Live” to a viewer—for which they received 2,500 applications.

So what can other networks do to emulate the success stories above?

Briskman suggests three things:

  • SCALE UP: You can’t do much about increasing household TV reach, Briskman said, but digital teams can be a powerful tool to break through. “Develop ideas where digital and social platforms at your network are authentically baked in, and not just extensions,” Briskman said.
  • PARNER UP: “:Shift your thinking from a transactional model to the partnership model,” Briskman said. “What ideas can you develop that make your network and the advertiser relevant, authentic and trusting of your audience?” Additionally, engagement means engaging with the advertiser on every level. “Be proactive; Engage sales, digital, and talent relations early in the process.” Oh, and ditch the RFPs. Everyone on all sides hates them, Briskman said. Engage the advertisers with content ideas that only your network can provide.
  • FOCUS ON RESULTS: “Ask what each branded content campaign is really trying to achieve, and then focus everything you can on meeting and beating that goal,” Briskman said. “Over communicate. Treat every opportunity like its the first project you are doing for the client.”

Image courtesy of John Minchillo/AP.

Caption: Brian Briskman speaks at The Conference, Wednesday, June 11, 2014, at the New York Hilton Midtown Hotel.

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