Branded content generates buzz

Home Depot Inc. -- which has successfully embedded its brand into shows such as Trading Spaces, Survivor and The Apprentice -- says it takes a major investment in time and money to make branded entertainment work.

"What we're discovering is that it's a very, very complex type of marketing vehicle," Pat Wilkinson, director of marketing for Home Depot Canada, said yesterday at a conference of the Canadian Media Directors' Council in Toronto.

"What we've discovered is that for every dollar we spend on branded entertainment opportunities, the reality is we have to spend $3 to $5 to activate it -- to make it really deliver further results for us," Ms. Wilkinson said.

Branded content is one of the most talked about means for advertisers to get their brands noticed in an era where new technologies allow consumers to tune out traditional advertisements. It typically involves embedding a brand within a television program, video game or other entertainment medium.

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