Comments on: Branded content: advertising dressed up in a thin disguise? https://ethicalnag.org/2013/04/16/branded-content/ Marketing Ethics for the Easily Swayed Fri, 26 Aug 2016 00:40:50 +0000 hourly 1 http://wordpress.com/ By: H.H.L. https://ethicalnag.org/2013/04/16/branded-content/comment-page-1/#comment-70268 Fri, 24 May 2013 13:14:43 +0000 http://ethicalnag.org/?p=11083#comment-70268 You’re right! I almost did want to run out and buy Dupont-made stuff after watching this feel-good promo video! Or buy stocks in the company at least…

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]]> By: Carolyn Thomas https://ethicalnag.org/2013/04/16/branded-content/comment-page-1/#comment-66015 Wed, 17 Apr 2013 00:20:10 +0000 http://ethicalnag.org/?p=11083#comment-66015 Thanks so much for your thoughtful perspective. Not only do younger demographics pay more attention to branded content videos compared to older digital-naive demographics, they do indeed make them into viral success stories in a world where click-through rates are important. Brilliant ….

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]]> By: timethief https://ethicalnag.org/2013/04/16/branded-content/comment-page-1/#comment-65981 Tue, 16 Apr 2013 16:55:51 +0000 http://ethicalnag.org/?p=11083#comment-65981 I didn’t watch the entire video above for long as I felt my blood pressure rising and bailed out. Brands are rushing off to spend their fortunes on branded content as distinguished from advertising but you have illustrated what distinguishes it is a whole lot of nothingness.

I consider branded content to be an insult to my intelligence but the youth I know cotton to it. They love the viral videos that I consider to be manipulative and repulsive.

I wasn’t aware of it until 2010 when a study conducted by Connect Insight revealed the differences in opinion among age groups are related to the early Internet experiences that older users had. Then advertising was used in an intrusive way, but now the younger generation directly interacts with brands and companies through social media. Their stats demonstrated:

– 24 percent of the 16-to 34-year-olds do think this type of advertising is appealing
– 50 percent of those over 55 years old said they avoid websites where ads would pop up and “interrupt their online activities”

Chris Hogg, chief executive officer of branded content specialists Digital Journal Inc. says: “If done well, branded content can be presented in a consumption format consumers are accustomed to – so engagement, sharing and click-through rates will often outperform traditional banner ad responses.”

And that observation does not make me smile.

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