Telemundo goes for crossover Millennial content and Toyota uses blockchain to fight fraud

Posted 2 months ago by Telemundo goes for crossover Millennial content and Toyota uses blockchain to fight fraud

The stakes are high for original branded content whether done on a moderate budget or with elaborate casting and a complex story narrative. The newest installment of HP’s “The Wolf” series is a state-of-the-art example of a traditional brand combining great storytelling with high production value to promote its core products, in this case, printers and printer security.

Newly launched HP Studios tested the waters of original cinematic-style branded content in early 2017 with the six-minute debut of “The Wolf: Nothing is Safe,” starring Christian Slater and the compelling theme of cyber warfare and the hacking of corporate and consumer networks. Subtext: Buy an HP printer and the world will be a safer place. Almost a year later, in partnership with agency Giant Spoon, the third installment in the series, “The Wolf: True Alpha,” has now graduated to a 20-minute format, still starring Slater and new addition Jonathan Banks of “Breaking Bad” fame in what AdWeek characterizes as a “fully fleshed-out tech thriller with in-depth characters.”

And while not all brands can throw dollars at such high-caliber, star-studded content, “Science and Memory,” a recent study commissioned by BBC StoryWorks, the content marketing division of BBC Global News, set out to shed light on how the brain reacts to branded content, and how certain cinematic tricks of the trade, story engagement, scene building, and emotional spikes can create a more lasting and powerful brand and brand messaging impression.

And for anyone who wants to take their own brain for a test drive through the action-packed, high-drama scenes of HP’s original series, you won’t regret a few minutes of hacker espionage and printers, not one bit.

More you should know …

What: Toyota Says It Gets a Boost When Applying Blockchain to Digital Ad Buys
Why: In a giant step forward for the adoption of blockchain in ad tech, Toyota used a Lucidity solution to detect fraud when buying digital ads and really liked the results.

What: YouTube Now Counts ‘Engagement’ for Action Ads at 10 Seconds, Not 30
Why: The shorter engagement-to-conversion window will mean faster ramp-up times for target CPA campaigns and more current reporting, says Google.

What: Telemundo Debuts First English-Spanish Show, Targets Millennials
Why: Building on increasing demand for content that reaches the multicultural GenM audience, the network’s launch of 30-minute “LatinX Now!” aims to reach this expanding and diverse demographic.

What: Programmatic Video and Mobile Grow Up
Why: According to Magna, programmatic dollars flowing to video and mobile have finally surpassed spend on desktop and banner ads, with mobile alone accounting for 53% of global spend by device.

What: 4 Big Reasons Cable Subscribers Haven’t Cut the Cord – Yet
Why: A joint research report reveals that while cable subscribers are adding streaming services to their viewing options, they are not yet canceling their cable services.

What: Oracle, comScore Ink Audience-Targeting Deal
Why: The deal will enable marketers and brands to build custom audiences in the Oracle Data Cloud and then deploy them through major DSPs and social networks.

What: Video Advertising Bureau: Brands Should Avoid Influencer, UGC Channels on YouTube
Why: The trade group’s recent report argues that marketers should advertise on professionally produced content channels as the only way to avoid brand safety issues.