What’s The Difference Between Advertisements And Commercial Entertainment?
Commercial content, eg. an advertisement, is created to deliver information in an attempt to achieve commercial objectives such as creating awareness, stir interest, drive desire and ideally take action. This type of content is often informative, instructional and sometimes, by design or otherwise, this content is entertaining.
Commercial entertainment is content whose primary objective is to entertain but has been strategically designed and created to incorporate commercial objectives. Commercial entertainment content is premised on using entertainment as a vehicle to engage and communicate with people through content that resonates, is relevant to and valued by the target audience.
Social media is a dominant media for commercial entertainment but it’s not the only channel by far. Commercially inspired entertainment can be delivered in person at an event, at POS in retail, through film, via OTT or CTV or another of the advertisers’ ever-increasing options. It’s the target audience that determines the nature of the most suitable entertainment and medium.
Branded entertainment, where the advertiser asserts their brand demonstrably into the content, is a subcategory of commercial entertainment. Product placement incorporates product into the story or or positions it on set, to demonstrate the product insitu. Product placement is best done authentically and organically. The consumer is well savvy to overt, covert placement such as the talent holding the beverage with the logo unobscured and facing the camera…!
How Commercial Entertainment Is The Next Step After Social Media
With the rampant encouragement of social platforms, businesses have cut their teeth on content production through social media, ensuring every business is now in the business of creating content. If that content is entertaining, it has a greater chance of getting cut through, generating loyalty (repeat exposure), driving positive brand associations and ROI.
But as the social platforms accept content from everyone and every business with an agenda, it’s fueling an avalanche of content online. The practice is so prolific that marketing is now predominantly done through digital content. Has anyone else noticed consumers are drowning in a sea of individuals and businesses vying for a piece of their digital time? The media is overloaded, leading to a gross amount of wasted budget for content that isn’t well placed and executed satisfactorily.
Storytelling on video is proving to be the preferred media, and it’s a key component of commercial entertainment for its ability to be relevant and evoke emotional connection. Businesses are going beyond Stories on popular platforms and being drawn increasingly to creating, commissioning or sponsoring commercial entertainment. It’s compelling for its ability to deliver on objectives such as an alliance with brand values, product information or demonstration, to introduce key business identities in situ and inspire emotion-driven sales.
It’s also great for its potential to be created through co-production and have production costs recouped through license and distribution. There are so many niche and independent channels seeking content, there is an opportunity to extend the reach of your content by making it available to other distribution channels and platforms.
Owning Over Renting Content
Consumers are demonstrating they’re will to accept ads if they get a satisfactory discount on a broader offering of entertainment. But when a brand buys advertising spots that interrupt the viewer’s entertainment experience, this generates interference that can be the source of a little or a lot of annoyance for the viewer. A more organic approach to getting into the mind of the consumer is required.
Influencers and bloggers have established their following by being relevant to the audience. While they began as an organic source of credible reference and recommendation, consumers know the system pays for their endorsement and participation. The educated consumer is now more sceptical of the Influencer – and so are suppliers.
The answer for businesses is to begin creating their own commercial entertainment so they can be valued by the viewer, not tolerated by the viewer. Creating, commissioning, or sponsoring suitable commercial entertainment can be readily done with the right resources and often the expense might be recouped through license and distribution.
More advertisers are moving toward creating their content to have their target tune in to them because they want to interact with the brand, rather than interrupting the consumer’s entertainment. There’s a growing demand for experts who understand a commercial entity’s marketing objectives and the logistical considerations of production and the creative talent to develop content strategically (including protecting IP, license and distribution deals).
Wanted can bridge the divide across those previously siloed skillsets, to deliver commercial entertainment and marketing content that entertains as it engages and communicates.
If you would like to know more about commercial entertainment and how to make it, contact Wanted Consulting – Reward Offered.