Wednesday, May 23rd, 2012
Research and Markets(http://www.researchandmarkets.com/research/bc2bfe/beyond_the_ad_brea) has announced the addition of the "Beyond the Ad Break – Branded Entertainment Report 2009" report to their offering.
Unique piece of research and analysis of Branded Entertainment based on interviews with industry movers and shakers.
‘Beyond the Ad Break’ provides real insight into the workings of the branded entertainment sector as well as a comprehensive review of international creative, with multiple links to ‘best practice’ multi media content.
As the media landscape fragments and consumers find a voice through the rise and rise of social media, marketers need to find new ways to connect with the audience. And branded entertainment is a great means of creating genuine consumer engagement with brand values.
brand-e.biz tasked Thinktank with talking to senior executives across the industry – from creative, media and digital agencies, to production companies, and to their clients. And what’s evident is that branded entertainment is still in its infancy. There’s no consensus as to what branded entertainment is, or what exactly it can do for a brand. This ground-breaking research delivers insight into the current branded entertainment state of play, examining multiple formats and the roles of the various players, while also determining how the market will evolve.
The multimedia research report* reveals how brands have successfully – and unsuccessfully – used branded entertainment to engage consumers. With measurement of campaign effectiveness being universally cited as difficult, if not impossible, this analysis brings to life exactly what great campaigns can deliver.
Steve Mullins, editorial director of brand-e.biz, says "There’s no question consumers expect brands to communicate with them in a different way. From viral video to social media to gaming, they show they are willing to engage, but on their terms. Thanks to this research, we’ve been able to get a 360-degree perspective on what’s happening right now, why branded entertainment is at the top of the advertising agenda, which players will dominate – and which are at risk of being left behind."
Sabine Stork, Senior Partner, Thinktank, says "branded entertainment is all about opening up opportunities and extending the creative palette, and we have seen some of the most innovative and exciting work emerging from this space. Surely, this is why the most enlightened agencies and clients are embracing the concept. And we know from other research that consumers see originality and inventiveness as the brand giving something back to them."
The Beyond the ad break: Do brands have the talent for showbiz report provides a comprehensive review of international branded entertainment creative, with multiple links to videos, websites and apps.
brand-e.biz provides bespoke branded entertainment research and consultancy services. The newly launched brand-e.biz portal is a one-stop shop for branded entertainment news and analysis, providing industry views and comment, case studies and cutting edge creative.
Thinktank are qualitative research specialists with a deep understanding of communications research. The agency’s seasoned thinkers have tackled a wide range of briefs – from strategic to tactical, both domestic and global, across sectors and audiences – and taken on traditional ad campaigns, as well as branded entertainment formats.
Key Topics Covered:
* the briefing
* the intro
* the definition
* the practitioners
* the measurement
* the formats
* the war
* the future
* the appendix
For more information visit http://www.researchandmarkets.com/research/bc2bfe/beyond_the_ad_brea
