Friday, February 10th, 2012
According to the Event Marketing Institute and TBA Global, branded entertainment is taking on a bigger role for top marketers and advertisers.
?There has been a lot of confusion in the marketplace regarding branded entertainment and its role in a brand’s marketing mix,? commented Brian Murphy, EVP at TBA Global. ?The strategic and programmatic use of relevant content or entertainment as a focal point to attract, engage and influence targeted audiences.?
According to a recent white paper released by Event Marketing Institute and TBA Global, many brands are investing in branded entertainment as a means to reach consumers. The white paper had a survey from 147 marketing executives and 68 percent of them said that they were investing in some form of branded entertainment.
More than 44 percent of the study?s respondents are investing on Web content, while 29 percent of the respondents said that they are allocating their resources to social networks.
Digital media is becoming more important for companies as they are converting live experiences to online content that is distributed through Web programming and social networks.
