ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
Industry Topic Pages
Shortcuts to the latest industry-focused information and insight.
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Subject Topic Pages
Shortcuts to the latest information
and insight by subject area.
Overviews of leading brand owners, and guides to key issues and tasks.
Browse all articles, papers and case studies by subject.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
Today's Top Stories
Today's Top Stories
P&G brands win gold at Effies
India's ecommerce sector grows
Europeans lag in mobile mind shift
Virtual currencies gain ground
Loyalty programs can do more
Global marketing budgets improve
7 Day Round-Up
The Warc Blog
Branded entertainment makes gains
LONDON: Consumers are putting increased value on branded entertainment, but marketing of this kind must be "done organically" if it is to gain traction, a survey from PR firm Edelman has shown.
According to the
, which polled consumers in the UK and US, perceived value in the entertainment industry as a whole has risen to its highest level in three years. More specifically, 29% said they "appreciate" recommendations of content from brands.
However, this approach to marketing is not universally popular, with 15% saying that receiving such recommendations make them feel more negatively towards the companies supplying them.
Social networks such as Facebook and Twitter were cited by respondents as particularly effective channels for brand messages, with 40% saying they "see the most value" in social media, compared to any other entertainment source. Last year, just 34% said the same.
Andy Marks, a general manager at Edelman Sports & Entertainment Marketing, said: "At the end of the day, audiences want and expect to be entertained.
"If done organically, branded entertainment can be a powerful vehicle to connect brands to their audiences, driving conversations on and off line."
Significant disparities between consumer behaviour in the US and UK were revealed by the report. Just 29% of British consumers said they shared content with their online friends, compared to 38% of Americans, while there was a similar gap for Facebook "likes" (23% versus 29%).
Just under half (42%) of consumers in the US were also more likely to say they enjoyed interacting with entertainment content, compared to 31% of their UK counterparts.
The proliferation of digital touchpoints available to consumers has also boosted online entertainment providers. A majority of respondents in both the US (51%) and the UK (54%) watch the content on their laptops, while 14% and 10% respectively use tablets for this purpose.
Data sourced from Edelman; additional content by Warc staff, 15 June 2012
APAC firms raise social spend
Active users key for social strategies
Service key to social media
Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc