ANA discusses the rise of branded entertainment

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Updated: July 30, 2013
ANA

Branded entertainment continues to surge.

As audiences continue to ignore conventional ad spots, brands and marketers will continue to look for alternative ways to interact and engage with them. And placing products and services in the content seem to be great alternatives.

Recently, Mail Online and Digiday commissioned research about branded entertainment. Here are some key findings:
•    More than 80% of the participating marketers have created a branded content program on a digital platform
•    Nearly 70% of the survey participants plan to increase their spending on digitally distributed branded content next year

More and more marketers are finding the advantages of branded entertainment. It engages consumers and its results can be measured, allowing brands to create well-defined objectives for them.

In fact, only online video scored a higher than branded content in a ranking of most effective tactics for brand objectives.

For more, please refer to ANA’s Insight Brief here.

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