“Branded Entertainment” has become such a buzzword today because of the rise of ad-skipping technologies and the fragmentation of viewers.It seems that many ad agencies and companies want to own a property that both promotes their brand AND draws viewers.

It really is true that everything is cyclical - correct me if I am wrong, but isn’t that how soap operas got started? Sponsorship from companies targeting women? What’s old is new again - as always.

Ownership of the content that is created could be at question, and who makes the final call on product placement?Shows like Sex in the City were great vehicles for promotion or many brands to women - and it wasn’t branded entertainment.

My suggestion is simple: Before you rush to jump on the branded entertainment bandwagon and spend a lot of money to create your own show, consider product placement like the advertisers who so smartly used Sex in the City.

Branded entertainment has its place but you have to be aware of production costs if it is for network television. Creating a show for distribution on other screens is much cheaper - web (youtube, facebook, iTunes, etc.) and mobile.

I will report on the results of a test I am conducting in regards to branded entertainment outside of network television.

Filed under: Marketing Trends