Branded Entertainment:

An interpretive study of Branded Entertainment from consumer and agency perspectives in the global market.

Today's consumers have become ad-intolerant, challenging advertising agencies to innovate in their quest to reach target audiences. Branded entertainment, while not a new concept, is gaining traction as research highlights its ability to captivate consumers more effectively than traditional advertising.

Executive Summary

This study takes an interpretive approach to address two critical questions:

  1. Consumer Perceptions and Affinity: What do consumers think, know, and feel about branded entertainment?

  2. Agency Strategies and Success Metrics: How do advertising and marketing agencies leverage branded entertainment, and how do they measure its success?

Drawing insights from 26 diverse participants spanning various demographics, including age and nationality, I employed qualitative questionnaires to uncover consumer perspectives. Additionally, I delved into agency viewpoints, conducting interviews with three representatives from agencies renowned for their branded entertainment prowess.

My thematic analysis unearthed findings that reinforce the vital role of entertainment value and execution strategies in audience engagement. By taking a comprehensive approach that explores both consumer attitudes and agency implementation strategies, this dissertation bridges research gaps, paving the way for wider adoption of branded entertainment within the advertising industry.

    • 92% of participants are active social media users, spending an average of 3 hours and 38 minutes daily.

    • Instagram dominates, with 56% of participants engaging the most.

    • 44% find content from family and friends most enjoyable; 40% find branded content the least enjoyable.

    • 56% use social media primarily for entertainment, while 32% aim to be informed.

    • 52% actively avoid sponsored content, reflecting ad-intolerant tendencies.

    • Diverse responses across demographics with no clear link between media use and age, culture, or gender.

    • Low vs. high context countries showed no discernible patterns in social media habits.

    • 38.5% reported no preference between branded entertainment and traditional advertising.

    • 30.8% preferred branded content

    • Entertainment value, pop culture references, and current events were the most valued components of successful advertisements. 

    • Personalization and seamless integration are highly valued among consumers. 

    • 76% of participants are familiar with branded entertainment; most report moderate knowledge.

    • High-visibility examples like The LEGO Movie and celebrity endorsements are well-known.

    • Mixed consumer sentiments on transparency; most respondents find it important.

    • Agencies emphasize consumer autonomy; ethical concerns arise in marketing to vulnerable audiences, especially children.

    • U.S. campaigns dominate examples, highlighting the global influence of U.S. media.

    • Limited conclusions on cultural influences due to insufficient data.

    • Branded content must align with entertainment preferences, incorporating humor, boldness, and relevance.

    • Campaigns that tap into current events or pop culture resonate well with consumers.

    • Personalization and seamless integration are crucial; content should enhance, not disrupt, the user experience.

    • Agencies must be mindful of ethical considerations, especially in marketing to vulnerable audiences.

    • Prioritize creativity and consumer research in campaign development.

    • Explore advergames as a growing segment of branded entertainment.

    • Ensure ethical practices, particularly in transparent disclosure of brand relationships.

    • Recognize the global impact of U.S. media but remain attuned to diverse cultural influences.

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