Branded Content: Match Audiences and Targets to Get Powerful Results
Get the best of both worlds with branded content. With these integrations, you’ll reach your target audience and have greater control of your messaging, which also ticks the brand safety box. This tighter control gives you the latitude to get into the specifics about your products.
You’ll see a variety of branded content on daytime or late-night entertainment, or in unscripted television. Appeal to the early risers soaking in the news on “The View,” afternoon viewers gearing up for the latest drama on Dr. Phil, night owls unwinding with The Tonight Show Starring Jimmy Fallon, or hopeless romantics tuning into the newest episode of The Bachelor.
The Proof’s in the Numbers: Appeal to 70% of Consumers with Branded Content
More marketers allocate advertising dollars for branded content every year, and this is likely to continue climbing. Experts expect branded content spend to hit $402 billion by 2025, up from $85.93 billion in 2020.
This big uptick isn’t surprising. Branded content works, and the research proves it.
- 22X: Branded content is 22 times more engaging than display ads.
- 70%: A majority of consumers want to learn about products through content.
- 86%: Branded content generates 86% higher brand recall, notably higher than pre-roll ads’ 65%.
These integrations require a sizable investment and work best for short-term goals.
If time is of the essence, branded content may be your ideal avenue to achieving your goal quickly. These integrations work well for time-sensitive messages for a specific marketing campaign, like back-to-school shopping or holiday deals.
When pursuing branded content opportunities, spend time to make sure your messaging resonates with your target audience. Brands that create emotional connections in their messaging are more likely to create brand loyalty for 82% of consumers.
By seeking partnerships that let you showcase your brand values, make impactful connections and get bottom line results.
Jimmy Kimmel Live! Driving Major Gains for Brands
Since January 2003, award-winning host Jimmy Kimmel has built a loyal fanbase with his popular late-night talk show. Now, 20 years and 20 seasons later, Jimmy Kimmel Live! is still a booming success, giving brands a prime opportunity to get in front of the series’ 1.8 million nightly viewers,
Similar to story-driven placements, branded content works for a variety of products. For example, Jimmy Kimmel Live! generated big results for Chime, the online banking app, thanks to its engaging content that appealed to the series’ target demographic and the show’s collaborative creative process.
Here’s how it worked: Jimmy introduced the 60-second segment and kicked it over to his trusty partner Guillmero Rodriguez, a fellow personality who plays a security guard. In addition to the custom branded segment, Chime received four additional bumpers and a segmented post to the show’s YouTube channel for 30 days.
Chime saw positive results from the branded content, including:
- Unaided brand recall: 88%
- Brand consideration or brand momentum: 7%+
- Brand rating: 14%+