Nowadays, brand marketers routinely employ content marketing as a way to break through advertising clutter and reach a desired target audience. But there is another effective way to rise above the noise of traditional advertising -- branded entertainment.
Branded entertainment consists of paid product placements in television, film and digital media, along with consumer event marketing and sponsorships. A new report from research firm PQ Media shows a healthy market for branded entertainment, which saw more than a 6 percent increase in 2014 over the previous year for a record $73.27 billion in global revenue, with the U.S. representing almost half of that amount. Branded entertainment revenues in the U.S. are likely to exceed $50 billion through 2019, according to the report.
When you notice a brand in a television show, movie, or online video, it is hardly an accident. In fact, there is an increasing demand for products to actually be written into scripts. Deals are also being negotiated so a product that appears in entertainment also secures a premium advertising spot. Still, consumer events overshadow product placements -- and it probably comes as no surprise that political campaigns are among the heaviest users of consumer events. Yup, candidates are brands too!