Branded video content is a relatively new form of advertising that, when executed properly, is loved by both audiences and brands alike.
Through clear labelling, audiences are aware they’re watching an advert but are still receptive because the content is so good. The content has to work harder as the audience is ultimately watching an ad. That’s the deal with the viewer.
Brands and their agencies love well made, narrative rich, audience centric branded video content as it is proven to increase engagement, reach and conversion.
Original brand funded video content is here to stay. It is both transforming and supporting traditional media and advertising models.
Durations for branded video content is expanding from short-form length into long-form. Branded video content could be 3 seconds or 90 minutes. Arguably the Lego Movie series is the ultimate example of original brand funded video content, that is an advert. Audiences are happy to buy a ticket to see the content and engage with the brand as the content is so good. It’s a win win situation.
According to the quantitative study, “Storytelling: The Current State of Branded Content,” branded content’s impact is superior to display advertising in terms of recall, brand perception and intent/consideration.
Get the full Forbes / S.I. Newhouse School of Public Communications report here.
$118 billion annual spend on branded content globally (BCMA). Here's why:
- Branded Content Works: Branded content is highly effective and outperforms display ads.
- Branded Content Holds Up Over Time: Despite the loss of novelty often seen with traditional ad products across time, branded content retains effectiveness.
- Brand Interest Increases with Branded Content: Consumers are more likely to seek out further information about a brand after seeing branded content.
- Branded Content Is Perceived Better: Consumers perceive branded content as being more consumer-centric because it is less about selling products and more about providing value to consumers.
- Branded Video Content means you can think of your brand as an editorial publisher, driving Reach, Engagement and Conversion (REC).