Branded content: more than just showing up

Woody Allen is reputed to have said, “Eighty percent of success is showing up.” Unfortunately this cannot be taken for granted in the world of branded content, even though many brands pay for the privilege of showing up in movies, TV programs and video games.

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...

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