Digital Taking Bigger Role in Branded Content

The overall importance of branded entertainment continues to climb in the strategic planning of top marketers, according to a new white paper released by think tank Event Marketing Institute and agency TBA Global.

More than two-thirds of respondents -- 68% -- reported investing in some type of branded entertainment as a means to reach consumers. "There has been a lot of confusion in the marketplace regarding branded entertainment and its role in a brand's marketing mix," said Brian Murphy, EVP at TBA Global.

What is it, then? "The strategic and programmatic use of relevant content or entertainment as a focal point to attract, engage and influence targeted audiences," Murphy explained.

Developed with the EMI, the white paper gathered insights from 147 marketing executives -- one-third of whom ranked as senior executive management. The paper also found that more than two-thirds of marketing executives -- 67% -- are investing in live events as part of their branded entertainment strategies.



A full 44% of the marketers surveyed said they are investing in Web content, while 29% said they are allocating resources to social networks.

Custom Web programming, entertainment sponsorships and sponsorship activation spending all tied at 27% of investments.

While event programming was the most popular branded entertainment investment, digital media is growing in importance as companies are turning live experiences into online content that is then distributed online via social networks and custom Web programming.

In addition to research that addresses brand marketers' interest and spending on branded entertainment, the white paper report also showed the benefits of branded entertainment and elements of successful campaigns, and outlined strategies for developing content and measurement.

1 comment about "Digital Taking Bigger Role in Branded Content".
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  1. Pete Way from Collective, May 7, 2009 at 11:59 a.m.

    Branded Content is currently seen as a dark art; or maybe not...according to Murphy's definition of Branded Content it is: 'The strategic and programmatic use of relevant content or entertainment as a focal point to attract, engage and influence targeted audiences'. Isn't this just making advertising more entertaining?

    If so, problem solved...but I think what is as important to successfull Branded Content are the channels that are used to attract the audience...not, for example, to twitter for twitter's sake.

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