The rebirth of branded entertainment
Since ancient times people have sought entertainment, and for centuries brands have attempted to tap into this phenomenon.
Up until recently advertisers have favoured Above The Line (ATL) advertising for this purpose. 30” television spots, radio and press ads were interspersed around genuinely interesting content. These ads simultaneously subsidised and interrupted their audience’s entertainment and for a long time this was deemed a fair trade, good entertainment for the price of a few boring adverts. However, the advent of DVR players and savvy viewing habits have meant that customers are now simply blocking out unwanted marketing – skipping through television ads, ignoring online pop-ups and flipping through irrelevant magazine print ads. Resulting in a situation where advertisers are left desperately groping for even a few precious seconds of their target audience’s attention.