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. Within the same context, the absolute priority for every business is to spend its advertising budget efficiently. All this means that brands wishing to communicate their values to consumers more effectively are looking for more efficient approaches – and this is where “ brand Identity” and “Engagement” become fundamental to trigger the reactions of the costumers.
How can the brand involve consumers and generate their re-actions?
A first answer is the ability to create a relationship with its 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, should gradually disappear.
A further answer can be found in the branded content & entertainment and in its two formats: Brand Integration and branded content.
Brand Integration is the process by which the product or brand is added to existing content (newspaper articles, TV programs, etc. ), by building a continuity of values between host and hosted, without being overly intrusive.
Branded Content is a new editorial content right designed to convey the brand’s message through its owned or paid channels.
In both, the values and identity of the brand must be 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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