ANA Study Finds Branded Entertainment Widespread.

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In the age of less commercial viewing, and more lip-service being given to building a relationship with people, nearly two-thirds of client-side marketers are planning branded entertainment projects in 2012, although many of them aren’t sure what they’re getting out of the deal.

More than mere product placement, branded entertainment refers to integrating and linking a product within an entertainment source. According to the Association of National Advertisers, clients said they’re interested in the platform because it: can create a stronger emotional bond with consumers (according to 78%); can align a brand with relevant content (75%) and can build brand affinity with a target group or demographic (73%).
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