The reduction in consumer attention towards traditional advertising makes it extremely difficult for commercial messages to cut through and be effective.The brand’s ability to be seen and heard is increasingly at risk.

Branded Content & Entertainment: how does it work for the brand?

The reduction in consumer attention towards traditional advertising makes it extremely difficult for commercial messages to cut through and be effective. The brand’s ability to be seen and heard is increasingly at risk. As the absolute priority for every business is to spend its advertising budget efficiently, brands wish to communicate their values to consumers more effectively and look for more efficient approaches. Here’s how “ brand Identity” and “Engagement” become fundamental to trigger the reactions of the costumers.

How do brands involve consumers and generate their re-actions?

A first answer is: they create a relationship with their consumers in which the value of reciprocity becomes fundamental. The one-way approach, typical of ‘traditional’ advertising where the brand distributes its messages top down, is gradually disappearing.

 

A way to create this ‘reciprocity’ is branded content & entertainment,  in its two formats: Brand Integration and Branded Content.

Brand Integration is the process by which the product or brand is added to an existing content (newspaper articles, TV programs, etc. ), by building a continuity of values ​​between “the host” (the content) and “the guest” (the brand), without being overly intrusive.

Branded Content is a new editorial content designed to convey the brand’s message through owned or paid channels.

In both, the values and identity of the brand is transferred within a content that first of all is relevant and engaging for the audience, binding the ‘brand values’ system into the narrative frame. The brand knows that the user’s attention lasts few seconds to his commercial message. The goal is to gain a second more in order to transfer brand values while enriching the experience and knowledge of the audience.

 

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Author: elena grinta

I have been dealing with communication for 20 years, I have worked in marketing for large international and Italian companies and I know the mechanisms of advertising persuasion. I decided to invest my know-how and my skills to use the available resources of companies (budgets but also human capital) in positive transformation. Because to students from all over the world I teach at Purpose Brands in Catholic University I wish to give more and more examples of virtuous companies that have invested for the future, of everyone (and there are already many!). Because if we watch, without acting, without taking responsibility, we have no excuse.