What is branded entertainment?
MediaPost’s Center for Media Research helpfully provides this definition:
Branded entertainment (also referred to as product integration or branded content) integrates a brand with an entertainment property (i.e., TV program, movie, video game, music and more), usually for a fee, to create an association between the brand and property.
As for the current prospects of branded entertainment, the Center for Media Research helpfully provides this statistic:
According to a new survey from the ANA (Association of National Advertisers), nearly 63% of client-side marketers plan to participate in branded entertainment projects in 2012, making branded entertainment a common marketing strategy for many companies.
The top three reasons why marketers are finding it beneficial are:
· The ability to make a stronger emotional connection with the consumer (78%)
· The ability to align their brand with relevant content (75%)
· The ability to build brand affinity with a desired target group or demographic (73%)
The most popular forms of branded entertainment being used, says the report, include commercial TV, the Internet, and sporting events / venues.
A lot more of what you see on TV and the web will be marketing material disguised as programming content.
Forewarned is forearmed.
Originally posted on Sneak Adtack