Branded Entertainment is here to stay
It’s always relieving to read magazine articles about your industry that say you’re not likely to go out of business anytime soon. Advertising Age reports on a study published by PQ Media, the research firm that pretty much owns the branded entertainment space, which states that the branded entertainment industry will continue to rise over the next few years, despite an economic slowdown.
The report confirms what we’ve long known and preached - that traditional advertising like television and print are slowing down, and that really innovative digital is going to pick up its slack. There are several reasons for this, but at the end of the day, it’s all about value for the dollar. Fewer people are sitting through commercials, and more people are migrating online, but have adopted technological filters to avoid being subjected to flashing banner ads or infuriating pop-ups. Branded entertainment, if it is truly entertaining, breaks through those barriers and keeps audiences engaged rather than sending them running for their “back” buttons.
PQ Media foresees double-digit growth in spending on branded entertainment marketing through 2012, topping $40 billion by the end of that five-year span. Whether those numbers are accurate or not, the fact remains that marketers are finally realizing that digital cannot be an afterthought any longer. Marketing dollars will always go where the people are, and more and more, the people are in front of a computer monitor rather than a television screen, looking to the web for entertainment rather than the TV Guide. As long as that’s the case, we’ll be there to entertain.
This entry was posted on Monday, February 18th, 2008 at 7:59 am and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
