Branded Content / S&P

Branded Content utilities radio’s strengths outside of the commercial break. It delivers our clients outstanding results, achieving cut through and stand out campaigns that are integrated with stations programming. Through branded content, the client can engage with the listener (their customer) on a one to one level whilst also achieving station endorsement.

On 20th December 2010, Ofcom introduced the most radical shift in regulation to the Broadcasting Code ever seen. As a result commercial broadcasting opportunities are more far reaching than ever before.

There are many new prospects to explore now. Third party partnerships can be undertaken through transparency of commercial arrangement, rather than being subject to editorial independence and integrity. For example, commercial partners can pay for editorial as long as the audience is aware that it is paid for content. Transparency is the key to the new code.

Brand integration will allow advertisers to get close to the station editorial and content, creating natural, uninterrupted and relevant dialogue with listeners. Radio has always been a trusted medium and can now deliver creative solutions and partnerships that no other media can.

The main opportunities are:

Inclusion of questions about client’s products in promotions, as long as they are engaging
Guides within editorial with content paid for and influenced by the client
Advertiser funded programming, as long as it is in keeping and relevant to our output
Online only competitions can be promoted through presenter reads, guaranteeing a greater audience interaction
Use of personalities associated with brands within editorial
Client’s key sales messages can be delivered more naturally

There are still a few restrictions that Ofcom have maintained:
1. Music programming – no one can influence the rotations on the playlist
2. News – this cannot be sponsored
3. Financial Promotions – these remain regulated by the FSA, and so subject to other restrictions
4. Charity – media owners remain unable to profit from fundraising activity on air
5. Kids –targeting children is subject to more stringent regulations

Have a look through the many Branded Content opportunities that RadioWorks offers or contact KatieG@radioworks.co.uk for more information.