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How to Make Branded Entertainment Succeed
From: MediaPost's Online Video Insider - Ashkan Karbasfrooshan | Monday, 12 March 2012 12:52   
In the past I’ve highlighted some of the challenges facing branded content. I’ve also asked if branded content is salvation for producers, who are struggling to maintain relevance at a time when distribution companies are winning the battle for ad dollars.

Ultimately, the challenge boils down to a) producing content that viewers care about; and b) ensuring that distributors will care enough to feature it. Generally speaking, considering that marketers have sales or branding objectives, branded entertainment tends to morph into a disappointment at best and a failure at worst.

Ok, Enough Excuses, Folks

It’s now 2012, online video isn’t really in its infancy anymore, and we’re running out of excuses on why branded content isn’t the next big thing. While the pre-roll remains a dominant ad format, it’s clear it remains as user-unfriendly as ever.

With mobile, tablets and out-of-home increasing in importance -- and the 30-second ad not exactly dead just yet -- marketers and producers are all aligned to make branded content work.

I’ll skip some of the obvious (“it can’t feel like a commercial,” etc.) and offer five ways to help branded entertainment succeed:

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