What
is Branded Entertainment?
Branded
Entertainment is the integration of
advertising into entertainment.
By placing an advertising message
within the plot of a film, game or
television show, it can reach a wider
audience than would otherwise be possible.
Traditionally
advertising has been placed adjacent
to entertertainment in order to capitalise
on the audiences the entertainment
attracts. However, over the last decade,
the entertainment industry has proliferated:
entertainment is now distributed and
consumed online, by mobile, on television
and in cinemas. These changes have
opened the door to integrated advertising.
Why
use Branded Entertainment?
Communications
via Branded Entertainment can be more
sophisticated, more targeted and more
widely seen than traditional advertising
methods.
Entertainment
formats are longer and more sophisticated
than advertising formats. The entertainment
industry has used these attributes
to create productions that attract
and retain an audience. For advertisers
these formats create the opportunity
to build an audience, but also to
communicate more complex messages
than would traditionally be attempted.
Entertainment
attracts audiences, advertising does
not. Advertising tradition dictates
that the publishing or broadcast industries
builds the audiences for advertisers
to target. However this model fails
to reflect how the media landscape
has changed over the past 20 years,
with the past and future 5 years being
particularly relevant. Technological
advancement, the proliferation of
media and the resultant fragmentation
of audiences have decreased the costs
of entertainment. Advertiser can now
fund their own entertainment with
all the benefits that entails: a new
revenue stream and customised audiences
for marketing communications.
Cocojambo
Cocojambo
is a Branded Entertainment agency.
We work with the best of the entertainment
industry to help organisations and
brands create entertainment that educates
or entertains their consumers.
Working
with best-of-breed entertainment creators
in Film, TV and Games, including Hollywood-based
Mandalay Pictures and Sega, we are
experts in integrating advertising
into entertainment.
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