BRANDED ENTERTAINMENT

Vicki Enteen

The rapid growth of

branded entertainment

over the past few years has

made it an important part

of integrated marketing

communications.

Branded entertainment is a form

of advertising that blends

marketing and entertainment

through television, film, print,

musical talent, and technology.

The goal of branded

entertainment is to use

entertainment media to gain

consumers’ attention and exposure

to products and/or brands.

PRODUCT PLACEMENT

A continuously growing phenomenon

Some product placements are free or

provided in exchange for trade – estimated

at 70% for trade.

Placements have moved from traditional

media to alternative media.

Among the reasons for its growth:

--personal video recorder growth allowing

consumers to increasingly avoid commercials

--need to integrate elements of entertainment into

advertising

--consumer changes in lifestyle and media

consumption.

NOT A NEW PHENOMENON

Product placements have existed

for many years, with products

integrated into TV soap operas as

early as the 1950s.

WHY USE PRODUCT PLACEMENT?

Consumers find it less intrusive than ads

Less negative reaction than ads

Association with a popular program, film,

or celebrity can enhance product image

Gen X & Y more accepting of placements

WHY USE PRODUCT PLACEMENT?

For international brands, many major

movies, TV shows, music videos, & video

games reach worldwide markets

GETTING FREE PRODUCTS

For prop masters, set dressers, and

stylists, budget pressures often dictate the

need to get free props.

As costs of marketing major films

skyrockets, studios increasing look for

partnerships to share costs.

THREAT OF GOVERNMENT REGULATION

In some countries, industry watchdogs

are calling for more regulation of

placements because they blur the lines

between advertising and programming

and therefore may be deceptive.

NEW MEDIA FOR PRODUCT PLACEMENTS

Music videos (Lady Gaga was the first)

Video games

Books

Live theatre and opera

Etc.

BRAND INTEGRATION

The brand is deeply integrated into the

script of the TV show or movie

Thanks to the proliferation of cable

media channels and websites

The hit movie “ET” was perhaps the first

MORE THAN JUST A PLACEMENT

Successful brand integration programs go beyond

showing the product in the film or TV show.

For example, in “Up in the Air,” brands like Hilton

Hotels and American Airlines were promotional

partners, actively promoting the film.

ADVERTAINMENT

Creation of video and/or music content by

an advertiser in an attempt to entertain

viewers while advertising their product.

Can include interviews, music videos,

behind-the-scenes footage, live

performances, etc.

CONTENT SPONSORSHIP

Brands sponsor programs in exchange for

product placements, integration and promotions.

Some advertisers create spots that reflect the

TV show’s plotlines.

For example, IKEA created an Internet-only TV

show about an IKEA employee.

VIDEO ON DEMAND (VOD)

VODS are specialized content programs

offered through cable TV networks that

are developed by advertisers and provided

to the cable operators free.

Advertisers can buy placements,

commercials, and/or virtual signage.

ADVERTORIALS

Creation of newspaper and

magazine sections that look like

editorial features but are actually

paid content created for

advertisers.

INFOMERCIALS

A form of paid television

programming in which a particular

product is demonstrated, explained

and offered for sale to viewers via a

toll-free number.

Can cost as much as $3 million, plus up to

$500K for time slots on cable and satellite

systems, local TV channels.

Feature studio audiences and celebrity

hosts to simulate a real talk-show format

Have gone upmarket recently (e.g., Lexus)

Very successful in Asia

TELESHOPPING

Infomercial concept extended further by

home-shopping channels like QVC & HSN

in US, TV Shop & HOT in Europe

24/7 programming for product

demonstrations and selling

Multibillion-dollar industry worldwide

Now expanding via Internet

INTERACTIVE TELEVISION

ITV (interactive TV technology) being introduced

into more households worldwide.

Allows TV viewers to interact with program

content

More available in Europe than US

Remote buttons allow viewer to order products,

change camera angles, vote during audience

participation shows, order free samples

SPECIAL ADVERTISING SUPPLEMENTS

Special sections of newspapers and

magazines filled with very specific

editorial content that supports ad space

for advertisers related to that content.

ON THE RED CARPET

Products given to celebrities are a powerful

form of product placement (PR).

In addition to traditional TV, music and movie

stats, other celebrities promoting products

have included Pope Benedict XVI (Geox red

shoes, Serengeti sunglasses, Mercedes-Benz

customized, bullet-proof SUV

ADVANTAGES OF BRANDED ENTERTAINMENT

Exposure: reach large audiences, long exposure time,

attentive viewers, impossible to eliminate like TV ads

Opportunity to target specific audiences

Frequency: opportunity for repeated exposures

Support for other media: cross-promotion of product

and movie tie-in across multiple media venues

Source association: positive associations betweem

brand and celebrity can lead to more sales

Cost: can range from free to millions of

euros/dollars, but CPM can be very low

Recall: consumer recall is higher than for TV ads

Bypassing regulations: getting around restrictions

on products that can’t be advertised on TV

Acceptance: Consumers tend to

evaluate product placements favorably,

although this varies by generation

Targeting: Content sponsorships and

VOD may effectively reach potential

customers with a strong interest in the

subject matter

DISADVANTAGES OF BRANDED ENTERTAINMENT

High absolute cost: can be high because of

increased demand by brands, and rising emphasis on

cross-promotion by studios

Time of exposure: no guarantee viewers will notice

product

Limited appeal: no opportunity to discuss product

benefits or providing detailed information, limited

product demonstration, indirect endorsement

Lack of control: advertiser has no say over

when and how often product is shown (e.g.,

delay in movie opening, cancelled TV series,

segments edited out

Public reaction: viewer anger over lack of

barriers between program content and

commercials, intrusive placements leading to

negative attitudes toward brand

Competition: increased brand competition for

product placements leading to higher costs

Negative placements: appearing in movies

disliked by viewers or in unfavorable situations

Clutter: an overwhelming number of

placements and integrations can lead to clutter

and loss of effectiveness

ETHICAL ISSUES

Consumers are being marketed to

subliminally without their consent.

MEASUREMENT IN BRANDED ENTERTAINMENT

Research studies and companies trying to monitor and

measure impact of branded entertainment, such as:

• Neilsen Media Research (for network TV)

• Neilsen IAG Research (market research on viewers’

opinions)

• Deutsch/TVX (value of placement compared to value of a

commercial)

• Brand Advosors (for feature films)