Branded Entertainment Shines Again

Over the last few years a number of production companies have sprouted up creating video content specifically for the web. Initially, they started creating short-form video that they planned to monetize with pre-roll and overlay ads quickly finding that the CPMs they could generate on entertainment content was not enough to cover their costs of bandwidth and production. Unlike TV, the content producer in most cases is paying for the distribution of their video which is a very expensive proposition unless you are willing to allow your content to be carried on YouTube, giving up all control of the consumer experience and monetizaiton possibilities.

There is a great article in The New York Times today covering the branded entertainment category and how marketers are going back to their roots of old time radio and producing shows in support of their products and services. This is an interesting idea as it supports a theory that because of the Internet and the ability to connect directly to a large targeted number of consumers advertisers are quickly becoming publishers.

In many categories, advertiser web sites out rank major media companies catering to the same audiences ultimately competing for ad budgets and consumer mind share. As social media continues its torrid growth and consumers use it to exchange information not only about their personal lives, but about brands, products and services. Advertisers have no choice but to continue to expand the way the engage consumers and build loyalty and ultimately a connection with the consumer on a personal level every day.