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 Reactions?
A first answer is that they create a relationship with their consumers in which the value of reciprocity becomes fundamental. The one-way approach, typical of “traditional” advertising in which 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 are 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 only a few seconds to its 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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