Branded Entertainment: How Advertisers and Networks Are Working Together to Reach Consumers in the New Media Environment

Abstract

Television programs increasingly are consumed in different ways than in the past. Viewers can time-shift their program viewing using DVR devices and can watch content on additional platforms like the Internet and mobile devices. Advertisers are looking for ways to reach their audience in this new world and branded entertainment has emerged as one successful approach. Whether that takes the form of branded program tie-in advertisements or in-program placements that reside with program content and be consumed wherever that content is viewed, branded entertainment is a growing and valuable way to reach consumers. This chapter reviews some of the best practices of branded entertainment and summarizes some of the trends in advertising approaches that are emerging in the marketplace.