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What exactly is branded content?
- Branded content is content that does not involve traditional advertising. It can include articles, videos, podcasts, and even live elements that bring relevant value to the consumer.
- It is not advertising in the way most people think of advertising (commercials, banner ads, social media ads, etc…). The key is grabbing the attention of today’s consumer and driving real engagement through content.
- Branded content can entertain people or teach them something, resulting in better brand engagement returns than standard pre-roll content.
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The History of Branded Content
Branded content is not exactly a new trend. It is actually based on an old business model in the advertising and marketing industry.
- Branded content is like some of the content created in the 1940s or earlier. In the 40s, it was common for shows to have a specific sponsor, or even for a brand to create their own content.
- Fast forward to the 1970s, and brands like Proctor and Gamble are creating soap operas. They not only sponsored the shows, but also produced shows like Guiding Light and As The World Turns.
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Why Branded Content Works Better Than Traditional Advertising
When a consumer watches branded content, their brand recall is up to 59% higher than it is with display ads. Viewers are also 14% more likely to seek out extra content from the same brand. As far as ROI goes, these are strong numbers.
Branded content gets more attention and creates brand recognition. Consumers like branded content because they believe the content is more consumer-focused.
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The Science of (Good) Branded Content
Brand recall was 86% for branded content, and only 65% for regular ads.
There are certain qualities in all good branded content. These are: a central personality, a unique concept, and connection with the audience. It is also important for the style of content to be a good fit for the brand.
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Comedians in Cars Getting Coffee — Branded Content Series
- Comedians in Cars Getting Coffee is a branded web series created by Acura and Seinfeld. In each episode a different comedian gets in a vintage car with Jerry, has a conversation, and gets coffee.
- Each episode is about 10–15 minutes in length. It was a simple idea, and Seinfeld was drawn to the idea that these ads would fit in with his series organically.
- Acura has been a sponsor of the entire series, which recently moved over from Crackle to Netflix.
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Marvel’s Runaways with Lyft and the City of Los Angeles
The popular Marvel series — Runaways, is created by Hulu, the city of Los Angeles, and Lyft. The story follows 6 teenagers who find out their parents are actually super-villains.
They also discover they may have magical powers. Since the characters use Lyft to get around town, the brand is able to increase its brand awareness.
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