Madeleine Ross
Dec 2, 2013

Branded content: That’s entertainment

Branded content is diversifying, driven by the realisation that consumers are willing to interact in return for a worthwhile experience.

Brands and agencies are moving from push tactics and blatant product messaging to content that strives to engage and entertain. PQ Media reports brands’ spending on entertainment has grown about nine per cent annually in the past five years and predicts it will do so this year and next. The US will remain the largest market, but China will grow the fastest, surging 19 per cent year-on-year.

The reasons for the shift are not arbitrary....

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