Branded marketing is the creation of content (in any form) that is funded or created by brand’s advertiser. It is not explicitly an advertisement for the brand but seeks mainly to build brand awareness by associating it with content that shares its values or delivers a specific message about the brand to the consumer. While not explicitly a promotion for a given product it may include product placement within the content.
Since consumers have become less influenced by traditional advertising, branded content is seen as a way of gaining their attention once more and driving better engagement with the brand. It is often informative and entertaining and is a more effective means of gaining users’ attention in today’s rich information environment. Examples of this type of content have appeared in television, film, websites, and video games and are identified as having been provided by the brand.