In the age of less commercial viewing, and more lip-service being given to building a relationship with people, nearly two-thirds of client-side marketers are planning branded entertainment projects in 2012, although many of them aren’t sure what they’re getting out of the deal.

More than mere product placement, branded entertainment refers to integrating and linking a product within an entertainment source.  According to the Association of National Advertisers, clients said they’re interested in the platform because it: can create a stronger emotional bond with consumers (according to 78%); can align a brand with relevant content (75%) and can build brand affinity with a target group or demographic (73%).

Yet many marketers don’t believe measurement of branded entertainment’s effectiveness has improved over the past five years. In 2006, 64% of marketers said they were dissatisfied with the quality of effectiveness research available to them, comparable with 65% who said the same thing this year. (Eighty-three percent of marketers measured the impact of their branded entertainment initiatives, although 63% said they found such measurement difficult.

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