Branded content

Branded content (also known as branded entertainment) is a form of advertising that uses the generating of content as a way to promote the particular brand which funds the content's production. Often utilized in native marketing, and somewhat similar in appearance, though different in technique than content marketing, branded content typically presents itself as something other than a marketing ploy first, albeit simultaneously and always presented as a highly branded property and often labeled as "sponsored." Contrary to embedded marketing, where the brand is placed within the content, branded content places the content within the brand. Unlike conventional forms of editorial content, branded content is generally funded entirely by a brand or corporation rather than studio or a group of solely artistic producers, and is used in film, video games, music, the internet, events, installations and television.

This notion of an advertiser or company producing media designed to engage the consumer solely in order to sell more products has been around for decades. With the growing popularity of radio broadcasting in the 1930s, companies began to increasingly utilize the medium for marketing opportunities. In a method that transitioned famously into television in later years with programs such as the Camel News Caravan, branded radio programs mark when the first glimpse of branded content media occurred. While listeners would tune in solely for entertainment purposes, they were consistently, yet briefly, exposed to the brand name. The term branded content itself, however, really took hold as a labeled marketing technique in 2001, when The Hire was produced and distributed on the internet and DVDs. It featured a series of short films by Hollywood "A-List" directors, but featuring the BMW car in the film was the true intent of the production. The popularity of these films spurred other marketers to create films, music, games, interactive content and real-life events, which merely exists to entertain and educate the consumer, keeping their attention long enough to market a product or service.

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