Solutions For Sellers – The Who, What, When, And Why Of Branded Content

Defining and determining when and if to pitch branded content are two of the biggest challenges that publishers face when creating and selling branded content. Combatting confusion over wording has been one of our focuses for the first year of the Branded Content Project.

What’s the biggest question we get asked about branded content?

The question is always, “What the heck is it?”

Let’s start with our definition.

Branded content is defined as “… any sales initiative that uses content to engage the user and is paid for by a client who participates as part of the content, helps supply the content or sponsors the content that is distributed across any platform. Native advertising articles, social videos with a sponsor tag or element, product placement, sponsored live events, sponsored collections of stories or paid video segments are examples and included inside our definition of branded content.”

Armed with your new definition and you now know what branded content includes, we need to determine if there is a growing opportunity in the space.

That answer is a big “YES!” And we have numbers to prove it.