ANA finds branded entertainment widespread

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New York—A new survey from the Association of National Advertisers found that 63% of marketers plan to use branded entertainment as part of their marketing programs next year. The study was based on an online survey of 73 marketers, conducted in April and May. It found that 55% of marketers will use some form of Internet-based branded entertainment next year, up from 28% in 2006, when the survey was last conducted. The top reasons cited by marketers for the use of branded entertainment included making a stronger emotional connection with users (78%); the ability to align their brand with relevant content (75%); and the ability to build brand affinity with a desired target group (73%). However, 64% of marketers said they are not satisfied with the quality of research available to measure the effectiveness of branded entertainment.
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