The Glue Society’s Kneebone slams the term ‘branded content’

The Glue Society’s Kneebone slams the term ‘branded content’
SHARE
THIS



Co-founder of The Glue Society has lambasted the term “branded content”, while also letting fly at the free to air networks over their disinterest in engaging in worthwhile versions of it.

Jonathan Kneebone (pictured), keynote at the Festival of Branded Entertainment this morning, told delegates that he hates the use of the term “branded content”.

“I have to start by saying that I genuinely hate the expression “branded content”, said Kneebone, adding that “like most people in the real world, I have absolutely zero interest in watching something” tagged with the moniker.

“If by calling it “branded entertainment” someone somewhere is hoping that I might think it suddenly becomes something worth watching, I think that someone is kidding themselves.”

Kneebone added that "no-one knows what the hell branded content and entertainment is”.

“It is perhaps the most ill-defined area of our business. Is it product integration? Is it cross-platform? Is it when an advertiser funds a program and pays to air it? It is content marketing? Is it filmed entertainment?,” he said.

Kneebone believes the lack of definition is being exploited by agencies of all descriptions, all of whom are desperate to prove to their clients their credentials and expertise in this “hot new area”.

Kneebone went on to take aim at the FTA networks, stating that they continue to be obsessed with 30 second commercials rather focusing their time on well-produced, engaging content for brands.

“The free to air networks are entirely disinterested – and in the main – disengaged. They’d prefer to keep running  – and prefer to keep making more money from – ads that last 30 seconds, rather than ads which last 30 minutes,” he said.

Please login with linkedin to comment

Latest News

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
  • Marketing

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills

Swinburne University of Technology has launched a series of  Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]

PayPal Partners With Welcome To Country
  • Marketing
  • Media

PayPal Partners With Welcome To Country

PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll
  • Marketing

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll

Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]

Digital Marketing Agency Whitehat Debuts New Website
  • Marketing

Digital Marketing Agency Whitehat Debuts New Website

Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020,  Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]

Fintech Start Up DiviPay Bolster Team With Head Of Accounting
  • Marketing

Fintech Start Up DiviPay Bolster Team With Head Of Accounting

Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]

Adhesive Wins PR For Domain Group
  • Marketing

Adhesive Wins PR For Domain Group

Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month
  • Media

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month

Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]