TORONTO – The global branded entertainment marketplace is gaining traction as content is better integrated into entertainment platforms that consumers want to watch, says a new study from the Canadian Media Production Association (CMPA).
According to The Future of Branded Entertainment, the final white paper in a three-part series, this shift is driven by recurring themes of convergence, the blurring of the lines between brand marketing and storytelling, an increased use of video, and an emphasis on experiential, authentic content.
Written by Catherine Tait of Duopoly, the paper examines where the branded entertainment industry is headed and explores some of the industry’s most innovative case studies.
“All of the experts we interviewed in this paper point to the value of brand-created experiences as one of the most effective tactics for building consumer engagement,” said Tait, in the paper's press release. “The biggest take-away for producers is to understand how to develop with brands rather than shoe-horning an existing show idea into a brand’s brief.”
Funding for this research was provided by the Ontario Media Development Corporation (OMDC), the Canada Media Fund (CMF) and the Bell Broadcast and New Media Fund.
