Brands and marketers competing to engage content-hungry consumers need to be creative in the strategies they deploy to appeal to viewers, especially in an age of ad-blocking technology. As a result, we’re seeing an emergence of what is known as branded content, which is a type of marketing that unites entertainment or editorial content with brand or product messaging. Examples range from online video series that educate viewers on a topic while featuring a brand to integrations within a TV show that include special story arcs to highlight specific products. The bottom line is that branded content is emerging everywhere as a new way for brands and marketers to engage with consumers.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.