What is a Blockbuster Strategy?

For the purpose of this article I will use Anita Elbrese's (one of my favorite minds in Entertainment) definition of what a blockbuster strategy is as a mental springboard for Brands to understand how to use Eleven's technology to achieve blockbuster results behind their branded entertainment investments.

A blockbuster strategy is one in which a Brand makes huge investments to acquire, develop, and market branded entertainment with strong hit potential, and then banks on the effective distribution of those pieces of entertainment to achieve brand goals.

Today's leading film studios, television networks, book publishers, music labels, video game publishers, and producers in other sectors of the entertainment industry live by this approach.

Blockbuster Media Plans Accomplish 5 things

1. Centralize advertising metrics within Branded Entertainment for easy evaluation of placements across publisher channels in a multi-platform world.
   
   
2. Inform decision makers of their advertising options within Branded Entertainment in a way that effectively drives brand goals each quarter by quarter.
   
   
3. Frame expectations of the proposed media buy clearly for both the Publisher & Brand.
   
   
4. Streamline execution of the media buys and reporting for Branded Entertainment.
   
   
5. Connect Branded Entertainment to Brand's entire advertising spend within both Digital & TV to help Brands understand their buying audience at a deeper level.

Before, we go any further we want to define what a buying audience is.

A Brand's buying audience behind branded entertainment is everyone who has been exposed to the placement in the Target Audience. Eleven partners with brands to turn content viewers into product consumers with entertainment. The best results happen when brands invest with us in their target buying audience for the long-haul to build strong relationships with consumers via entertainment.

Eleven's technology pairs the most advanced audience-based data from Global Web Index, with the TV ratings methodologies as Nielsen & Comscore. This allows us to bring the the scale of Google & Facebook to provide advertisers with the same confidence that they already expect from age, gender, and audience interest buys today. 

Now let's breakdown the 5 things Blockbuster Media plans accomplish with Eleven. 

1. Centralize

In general, media strategies are complex. For even the best media buyers it can be difficult to stay on top of countless advertising placements across various outlets, programs, formats and time frames.

With Eleven we have centralized how brands are able to share their branded entertainment needs with the publishers in one system. In addition, Eleven has streamlined the way brands receive inbound proposals from content creators who are eager to share their audience with the brands to create blockbuster results.

With Eleven, Brands no longer have to synthesize data between platforms and spend valuable time on low-value work.

Eleven centralizes the information flow behind Branded Entertainment, by compiling all pertinent data into 1 platform experience to boost efficiency, accuracy, and consistency behind the media buying experience for branded entertainment. Our centralized process makes it easy to evaluate advertising options between a multitude of publishers effectively & efficiently.

2. Inform

Media plans are databases. Like any database, media plans are only useful if it contains the right information and it is clearly organized.

Eleven has done the hard work of building a Campaign Dashboard that is the breakdown of the KPIs behind your entire branded entertainment campaign. In addition, you can export the key metrics of your spend into a CSV file for building your own long-term data set around your Branded Entertainment Strategy.

Metrics such as Opportunity To See, Gross Rating Points, Target Rating Points, Cost Per Point, CTRs, CPCs, and many more are baked into our dashboard so that once a brand deploys a campaign, brands just set back and watch the results roll in.

Our DMP, synthesizes all the data points coming from Millions of Views being generated behind your branded entertainment and generate the metrics that are relevant to your business goals.

If you want to add a metric that Eleven doesn't offer right now, after a Brand pays for their 1st Branded Entertainment Campaign (minimum $150K for 5M Views of Branded Entertainment), Eleven adds our Brand Partners to our Private Brand Slack Channel where you can request certain KPIs to be added to your account and we add them with a 1 month turn around.

We are fast as we have been refining our methodologies behind branded entertainment for over 3 years.

And remember, Eleven provides a 100% make good on any branded entertainment campaign that did not effectively meet your expectations as a brand within our promotional period.

Eleven wins when Brands wins.

In addition, Eleven offers best in class Interest and Demographic information on Audiences who have seen your branded entertainment to ensure you are hitting your target with each piece of content. Vendor information is easily accessible and matches your goals in the most brand safe way to eure each brand is 100% satisfied with their media buy with Eleven.

All of our media is sold on a CPM basis, so each brand is only paying for 100% Opt-In Views with 100% Viewability from our premium branded entertainment publishing partners.

Publishers on Eleven include premium publishers like Premium partners like Super Deluxe, Astronauts Wanted, and World of Wonder, and Lightsail VR many more.

Before a Brand Gets Access to Platform, they will receive their first high level media platform for Eleven that looks like this and then our system takes care of the rest. Eleven desires to be your platform partner for Branded Entertainment for the long term.

Eleven is for brands that see themselves as lifestyle partners for consumers because they want to be a part of their everyday life.

If this is your desire as a brand, then branded entertainment is for you.

Our CTR and CPC metrics are backed by Bitly and augmented by Global Web Index within the Eleven DMP to ensure we are following the right consumers down the purchasing funnel.

Now that we understand how the world's best brands can trust Eleven Digital to deliver the right metrics for branded entertainment campaigns, let's move on the next item on our list.

We call this "The Frame".

3. The Frame

Framing your branded entertainment media plan ensures that the results from your investment is immediately meaningful to the organizational decision makers for your Brand. 

The way Eleven Digital has framed the data behind Branded Entertainment is the most efficient way for the World's Best Brands to clearly understand what kind of results they can expect from their Branded Entertainment investment over the long term. Everything from how much inventory their budget will buy to potential return on investment can be dissected within the Eleven platform.

Remember the more you invest within the Eleven platform the more you will be able to maximize your spend within our software.

Eleven does a great job within our interface of understanding the needs of the Modern Media buyer and provides compelling metrics over the lifetime of your branded entertainment strategy to measure the long term success of a media buy within Branded Entertainment against your brand goals quarter by quarter.

Eleven works with the World's Best Brands to effectively set and maitain a reliable baseline to determine if your Branded Entertainment Investment is under or overperforming against your specific brand goals.

Next we will discuss how Eleven streamlines the Branded Entertainment Purchasing Process.

4. Streamline

Eleven centralizes the entire branded entertainment purchase, creation, and reporting process in 1 system. Our system allows you to tap into our Digital Publisher Alliance made up of the top content publishers in the World and purchase Branded Entertainment at an all-inclusive starting price CPM of $30.

Now we advise brands to take advantage of this low CPM because after Jan 1st, 2018 you will see our CPM rise because of Eleven will end its promotional pricing.  Don't miss out.

Now, Eleven's All Inclusive CPM includes moving the World's Best Brands from Audience Targeting to Publisher Selection to Media Creation to Content Analytics using our technology.

Our RFP creation process ensures that your brand safety guidelines are explicitly followed and, remember if you are 100% satisfied, all of our branded entertainment is 100% make good during our promotional period.

Eleven ensures that when the rubber hits the road, the World's Best Brands maintain the advantage in the Branded Entertainment Ecosystem as consumers content consumption habits rapidly change.

5. Connect

Eleven enables Brands, their Advertising Agencies of Record, and Publishers (Vendors) to efficiently connect in one system. Eleven efficiently connects Branded Entertainment to Brand's entire advertising spend within both Digital & TV through a centralized Rating System to help the World's Best Brands understand their buying audience at a deeper level. Brands get to transparently monitor their spend with our tech. In fact, our promotional partners get access to a high level plan where we optimize their first spend for them using our software and can sign off on a high level plan like the one outlined here.

Eleven preserves a uniformed dataset that can be exported to build the necessary charts throughout a Brand's organization that drive business decisions. Our dataset grows the more Brands use Eleven to give long term insights into an effective long term branded entertainment strategy that achieves your specific brand goals.

Eleven provides a centralized source for the data behind Branded Entertainment that drives consumer consumption everywhere your consumers are. Our brand partners consistently get the insights that help them optimize their media spend across platforms. Eleven helps you check the health of your audiences because audiences that respond to entertainment can be re-targeted with other forms of advertising to ensure the audience moves down the purchasing funnel.

With Eleven, you can re-deploy content that you know works because it already engaged a large target audience for your brand as entertainment.

Eleven makes life easier for the World's Best Brands who desire to reach target audiences with Brand Safe Entertainment with 100% Viewability.

Take advantage of our promotional CPM of $30.00 for all our inventory.

Book time with an Eleven executive by clicking the button below.

Talk soon!