"Is Branded Content really an effective way to get my message out?"

I often get asked: "is Branded Content really an effective way to get my message out?"

Now, I may have spoken to you about Branded Content in the past: the ad hoc or regular production of news and documentary video content where the sponsor's news announcement is always the top story, and audiences are reached via online, mobile and out-of-home screens. There are a few other definitions, but in relation to the research I'll cut to the chase:

1. Video content works better than text to engage audiences
2. Content is better than advertisements
3. Video content on your website is more effective than advertising on portals

These conclusions are drawn from the following:

Contenworx in the UK produced a study as long ago as January 2006 which found:

They were asked whether they would be willing to watch ... content brought to them by advertisers. Overall, 32% said they would, rising sharply to 61% amongst the 18-24 age group and to 46% for 25-34 year olds.

There is also a much-publicised study by the Online Publishers Association titled "Improving Ad Performance Online: The Impact of Advertising on Branded Content Sites", released July 30, 2008 (study, press release).

It's most important take-away is that the video in the context of your website, rather than on a portal, is more effective to engage audiences and generate sales:

"...beyond-the-banner" forms of online advertising such as video, sponsorships and rich media also outpaced industry norms when placed on branded content sites."

I'd also point to a presentation at Cannes in 2008 by Jimmy Maymann from GoViral.com, which is a little long but rather thought-provoking, because it aims to disentagle the various options out there (video).

Finally, the presence of the Branded Content Marketers Association in the UK is testament to the fact that Branded Content is here and now. It and its members tend to focus on entertainment content (such as cooking shows). But the point remains the same. Here is their definition of Branded Content:

Branded content is ideas that bring entertainment value to brands and that integrate brands into entertainment.

It is magnetic brand properties in the form of TV programmes, community events, people, film, video, broadcast TV, narrowband, broadband - linking important passions to important brands with a strategic reason why.

By enabling these new entertainment experiences, brands gain significant fame and goodwill. By creating more value for the consumer, more value for businesses is created.

And further on the same page:

Sponsorship is adding a brand’s logo to an already existing event or entertainment property, whereas Branded Content involves coming up with the creative idea together with the brand and the producers. It is an effort of collaboration in order to bring consumers entertainment that they want, in the form that they want it.

I am available, as always, for further discussion on this subject.