Value Chain of Branded Entertainment

In the highly competitive environment of today, delighting & entertaining the customer has become the key focus for brands who wants to be etched in the memories of the target audience forever. Brands are looking for ways to emotionally connect with the consumers through real time events and entertainment platforms which would help in raising brand awareness, sales, exposure, trial etc. Media landscape has undergone unprecedented changes in the last few years. The evolution of customized content and the digital space has created a world in which the consumer would no longer engage with one-way, fixed distribution structure which is the traditional network model. Proliferation of TV channels which resulted in fragmenting the target audience has reduced the eyeballs for commercial advertisements, thereby encouraging consumers to absorb content through various channels. Connecting with consumers on an emotional level requires advertisers to branch out and use multi -media touch points and reinforce the brand message in a streamlined manner which is most effective. Branded entertainment is classified broadly into branded content, brand sponsorship/Integration and Product Placement. Brand Sponsorship is the largest spend segment under branded entertainment due to the direct face-to-face involvement with the target audience.