Warc Briefing: Branded content
Definition: Branded content comprises entertainment vehicles funded and developed by advertisers, typically with the help of an agency, to promote brands in an organic and integrated way.
- In 2004 American consumers spent more on entertainment, including movies, music, cable TV, websites, video games, than business spent on advertising – $178.4 billion, versus $175.8 billion – for the first time since records begani.
- According to the ANA, two-thirds of US marketers use of branded entertainmentii.
- Love Bites, Unilever's webisode comedy shown between instalments of...