Why Branded Contents Are So Popular?

The traditional media ecosystem is changing rapidly as the distinctions between a brand, an agency and a publisher blur increasingly. This has impacted the role of digital media, who creates it, and who publishes it, fuelling the rise of ‘branded content’ — where a publisher shares its storytelling devices with a brand. This emerging form of marketing has rapidly evolved as a natural extension of digital marketing strategy across the world, offering a unique chance for marketers to build interactive & immersive experiences for their target audience.

With the decline of third-party cookies, premium publishers around the world are in a unique position to leverage this massive opportunity to help brands achieve their marketing objectives. Some of the biggest publishers in the world such as The Economist, BBC, The Washington Post and Times Internet have set up in-house brand studios that work as fully integrated brand and marketing consultancies — and they have an obvious edge over traditional consultancies.

The most crucial ingredient to a campaign’s success is brand context & safety. Leading premium content publishing conglomerates such as Times Internet have unparalleled access to a daily stream of premium content, a suite of content producers and a large captive audience that offer a brand-safe environment for advertising partners.

Large & premium content publishing powerhouses have access to first-party consumer data that can be harnessed for advanced data-driven targeting capabilities. For instance, Times Internet’s advertising partners have access to targeting options based on behavioural & demographic first-party data of over half a billion users, collected across over 35 leading online destinations, including some of the largest and most reputed publishers and digital-first brands.