In 2011, the practice of producing branded entertainment is hardly dying down. Companies are funneling even more of their money into entertainment than ever before. Last year branded web series became a more than half-billion dollar industry (Ad Age). Incorporating brands directly into programming facilitates a positive brand experience that does not come off as pushy. Branded entertainment now encompass’ event marketing, social networking apps, product integrations, web series, and more.
Media plans used to be fairly straightforward for every company. Typically consisting of TV, radio, outdoor and print ads. Now it is more up for the brand to decide, choosing whatever kind of distribution they believe will best reach their target market.
A prediction for the future of branded entertainment is an increase in digital brand integration. Advertising will continue to become part of the content itself, preventing the inattention that traditional advertising brings. Online branding will become more personalized. Technology will soon help decide which advertisement will be shown based on viewer demographics. A 34 year-old male will be shown an entirely different automobile commercial than one targeted to the 34 year-old female. This personalization will allow for more value to be placed upon the advertising. We will also see an increase in the amount of interactive content. Interactive content requires users to experience real-time viewing and not skip through an advertisement, thus providing more engagement. This increase in consumer engagement increases the advertising’s value because it leads to brand recognition. Traditional commercials are not expected to disappear completely, but instead will likely be reformatted. Think interactive commercials that allow viewers to play online games in conjunction with the advertising. Social media will only begin to play a larger role in engaging consumers online and helping move branded content forward. By brands interacting with consumers and responding to them, it will help build brand equity.
The popularity of this branded entertainment is going to lead to an increase in media companies, talent agencies, and independent consultants. It is imperative that advertisers keep up with the changes in entertainment delivery in the future. As advertisers continue to shift their budgets, they must prioritize which media are going to be most successful and continually decide on the most creative way to reach their market.
Ad Age Saff (10 January 2011). The Year Ahead: 2011 Predictions for Media. Ad Age. Retrieved from: http://adage.com/article/mediaworks/year-ahead-2011-predictions-media/148081/
Baharav, Roy (1 February 2011). The New Math: (Content x Advertisement) = Contentment. Media Post. Retrieved from: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=144097
Rowland, Alex (10 May 2010). The Future of Branded Entertainment is Social. SparkSheet. Retrieved from: http://sparksheet.com/the-future-of-branded-entertainment-is-social/
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