Branded movie and chill?

Is branded content the future of advertising?

Morayo Davies
Jul 23, 2017 · 2 min read

The short answer is yes.

Why? Branded content represents the next stage in the evolution of advertising. In order to keep up, brands must offer something that directly serves consumers needs and supplements their wants.

We must think of branded content as an auxiliary product or service which serves to firstly, entertain or educate the consumer on a relevant topic and secondly, alter consumer perception of the brand for the positive. Successful branded content will allow a brand to appear either helpful, knowledgable, authoritative, funny, clever or expert depending on the brand’s particular aims.

Netflix survives because of its original content. Whilst other companies can compete on price and TV/Movie offering, no other platform can show the well-loved Netflix original series House of Cards, Orange is the New Black, Stranger Things and a plethora of Marvel creations.

This works, and well. When I snuggle up and watch my favourite series, I can’t help but think positively about the brand. The words “Netflix Original” on the screen before I watch my quality TV is more effective than any banner ad could be.

The scope for branded content is pretty much limitless (no, literally KFC sent a sandwich to the edge of space… very entertaining). Brands need only be creative and think outside the box. Apps, TV shows, articles, helpful websites and even cookbooks have all been created by brands to entertain and raise brand quality. I see a shift from traditional TV/Radio/Banner ads to content that serves a purpose.

As advertising platforms become increasingly cluttered and it becomes difficult to compete, brands will need to find new ways to send clear messages to the consumer. The modern (and highly skeptical) consumer will not respond to cold calls or direct mail; there needs to be some signal of a long-term play.

Is branded content the way to do this? I think so.

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