This blog post is brought to you by ScreenSpace

My friends over at Met Film School spin off ScreenSpace asked me to write my view on the future of and creative opportunities offered by branded content. This was first published on their blog.

Branded content, branded entertainment, native advertising, advertorial, content strategy, brand journalism. All synonyms for one of the biggest shifts in the advertising world.

It’s a way of funding content and it is a way of selling a brand. How you define branded content usually depends on which industry you’re in. In years gone by the ad industry still would view branded content as a longer form advertising. Creative agencies featured heavy product placement, media agencies would slap a logo on an existing TV format.

Somers Town was a sweet and engaging film, it’s only creative compromise a train journey on the Eurostar. An unlikely outcome for two impoverished kids but without brand involvement and funding this story wouldn’t have been told.

Brand funded entertainment will now be on the agenda and in the budgets of every brand and retailer globally and therein lies opportunity for the young creative.

NEXT IN BRANDED CONTENT: SOCIAL STORYTELLING AND BRANDS

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