Warc Briefing: Branded content

This briefing offers an overview of the history, theories and key trends related to Branded content. It summarises, briefly, the development of the genre and highlights some core issues for marketers utilising branded content strategies.

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.

Quick facts

  • 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...
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