Branded Content: More Than Just Showing Up
Nigel Hollis
Brands have been appearing in movies and television shows for decades. Now, however, as advertisers struggle to engage the attention of today's over-marketed consumers, they are looking with renewed interest at the placement of brands in various entertainment genres. Many options are available to them, ranging from simple product placement to brand integration, branded entertainment and ultimately branded media channels, such as Anheuser-Busch's broadband video site, Bud.TV.Each option has its own requirements in terms of planning and investment, and offers different risks and benefits for brands. How should marketers...