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Branded Entertainment: How Advertisers and Networks Are Working Together to Reach Consumers in the New Media Environment

  • Rachel Mueller-Lust
Chapter
Part of the The Economics of Information, Communication and Entertainment book series (ECOINFORM)

Abstract

Television programs increasingly are consumed in different ways than in the past. Viewers can time-shift their program viewing using DVR devices and can watch content on additional platforms like the Internet and mobile devices. Advertisers are looking for ways to reach their audience in this new world and branded entertainment has emerged as one successful approach. Whether that takes the form of branded program tie-in advertisements or in-program placements that reside with program content and be consumed wherever that content is viewed, branded entertainment is a growing and valuable way to reach consumers. This chapter reviews some of the best practices of branded entertainment and summarizes some of the trends in advertising approaches that are emerging in the marketplace.

Keywords

Advertising Messaging Reality Programming Brand Objective Prior Season Placement Occurrence 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Notes

Acknowledgments

The author thanks Darren Moore for his work analyzing the data and creating the tables and figures.

References

  1. The impact of DVR usage on ad effectiveness. Nielsen IAG Report. July, 2008.Google Scholar
  2. Steinberg, B. (2006). NBC bets its viewers pay attention. The Wall Street Journal, July 21, 2006, CCXLVIII(17).Google Scholar

Copyright information

© Springer Science+Business Media, LLC 2010

Authors and Affiliations

  1. 1.The Nielsen CompanyNew YorkUSA

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