From Adweek · Chris Watling · · 1m
Why Branded Entertainment Goes Unwatched
Branded entertainment projects often vanish without viewership. Here’s how to fix it.
In brief
Branded entertainment projects often vanish without viewership. Here’s how to fix it. Brands must prioritize audience needs, measurement, distribution, and long-term value to avoid creating unwatched branded entertainment content. Originally reported by Adweek.
White Elephants of Branded Entertainment
Nine times out of ten, branded entertainment projects fail because they overlooked key elements.
Why It Matters
More than 500 hours of content are uploaded to YouTube every minute, making audience choice critical.
Forward-Thinking Companies
The most forward-thinking companies are announcing entertainment hires and building dedicated divisions.
Mipcom's Shift
Mipcom launched MIP BrandWorks to connect producers, commissioners, and distributors with brands.
Key Questions for Success
Ask: Who are you making this for? How will it be measured? Where will it distribute?
Long-Term Vision
Projects must consider IP spin-offs, seasons, and markets beyond the initial campaign window.
The Fix
Shed old dogmas to build projects that move the needle for business, not just creativity.
The bottom line
Brands must prioritize audience needs, measurement, distribution, and long-term value to avoid creating unwatched branded entertainment content.
