Trends: How brands are getting into the TV and movie game as they try to combat ad fatigue

Why it is the topic trending:

• Ad Fatigue: Consumers are increasingly tired of traditional advertising, leading brands to seek alternative ways to capture their attention. This saturation and annoyance with standard ads are pushing marketers towards more integrated forms of content.

• Hollywood's Need for Funding: Movie studios and production companies are facing financial constraints and are more open to brand partnerships and funding to get their projects made. This creates a mutually beneficial environment for brands to enter the entertainment space.

• Effectiveness of Branded Content: Brands are recognizing that well-executed branded entertainment can be more engaging and memorable than traditional ads, leading to better brand recall and affinity.

• Streamers' Openness to Partnerships: Streaming platforms are increasingly looking towards ad revenue and brand partnerships to improve profitability, making them willing collaborators in branded content projects.

• New Models and Opportunities: The emergence of production companies specializing in branded content and the willingness of top talent to work on brand-funded projects are further fueling this trend.

Overview:

The article discusses the growing trend of brands investing in the creation and sponsorship of films and TV shows. This move is driven by consumer ad fatigue and Hollywood's need for funding. Brands see entertainment as a more effective way to capture audience attention and are finding willing partners in production companies and streaming platforms.

Detailed Findings:

• Consumers are increasingly tired of seeing ads.

• Major brands like Walmart, Chick-fil-A, and Google are investing in filmed entertainment.

• Hollywood, facing financial pressures, welcomes brand funding and promotional power.

• Ad agencies are reporting increased conversations around brand integration in content.

• While some brands have found success in feature films (like Mattel's "Barbie"), many are focusing on unscripted formats like documentaries, reality TV, and game shows due to lower production costs and ease of product integration.

• Shoppable shows are another emerging area where brands are trying to facilitate direct purchases from TV content.

• Hollywood production companies, including established ones like Sugar23 and Imagine Entertainment, as well as newer studios like Sonic Gods Studios, are actively pitching branded entertainment projects to brands.

• Top Hollywood talent, including directors like Pedro Almodóvar and David Cronenberg, are now working on brand-funded films.

• Streaming platforms like Netflix and Amazon are becoming more open to brand partnerships as they explore ad-supported models to increase profitability.

• Brands are becoming more sophisticated in tracking the measurement and results of their branded entertainment investments.

Key success factors of product (trend):

In this context, the "product" is the trend of brands in entertainment. The key success factors include:

• Combating Ad Fatigue: Branded content offers a way for brands to reach audiences who are increasingly tuning out traditional advertising. By integrating their message into engaging entertainment, brands can capture attention in a less intrusive way.

• Mutually Beneficial Partnerships: The trend succeeds because it addresses the needs of both brands (seeking engagement) and Hollywood (seeking funding and distribution). This synergy creates a win-win scenario that encourages further collaboration.

• Versatility of Formats: Brands are exploring a range of entertainment formats, from documentaries to reality TV and even scripted content. This versatility allows brands to choose formats that best align with their brand messaging and target audience.

• Distribution via Streaming Platforms: Collaborating with streaming services provides brands with widespread distribution and legitimacy for their content, ensuring it reaches a significant audience and is perceived as valuable entertainment.

• Evolving Acceptance by Talent: The increasing willingness of top Hollywood talent to work on branded projects elevates the quality and appeal of this content, making it more attractive to viewers.

Key takeaway:

Brands are increasingly recognizing the limitations of traditional advertising in a landscape of ad fatigue and are strategically turning to the TV and movie industry to create more engaging and effective ways to reach consumers. This trend is facilitated by Hollywood's need for funding and streamers' openness to brand partnerships.

Main trend:

Branded Entertainment as a Marketing Strategy.

Description of the trend (please name it):

The "Content as Connection" Trend: This trend describes the strategic move by brands to become creators and sponsors of entertainment content, including TV shows and movies. This is driven by the understanding that traditional advertising is losing its effectiveness due to ad fatigue and consumer avoidance. By embedding their brand or message within engaging storytelling, brands aim to forge a deeper connection with their target audience, build brand loyalty, and ultimately drive product or service adoption in a more organic and less interruptive manner.

What is consumer motivation:

The consumer motivation behind engaging with this trend includes:

• Seeking Entertainment: Primarily, consumers are motivated by the desire to be entertained. If branded content is well-produced and engaging, they are more likely to watch it and potentially have a positive association with the sponsoring brand.

• Avoiding Ads: Consumers are actively seeking ways to avoid traditional advertising, such as using ad blockers or subscribing to ad-free streaming services. Branded entertainment can bypass this avoidance by being the content itself.

• Valuing Authenticity (in some cases): While not always the primary motivator for watching, if the brand integration feels natural and authentic to the storyline or format, it can be better received than forced product placements.

• Access to More Content: Brand funding can lead to the creation of more diverse and niche content that might not otherwise be produced, potentially benefiting consumers with broader viewing options.

What is driving trend:

The driving forces behind this trend include:

• Consumer Ad Fatigue: As mentioned earlier, the ineffectiveness and annoyance associated with traditional advertising are pushing brands to explore alternatives.

• Shifting Media Consumption Habits: Consumers are spending more time with streaming services and less with traditional linear TV, necessitating new approaches to reach them within these environments.

• Technological Advancements: The rise of streaming and on-demand viewing makes it easier for brands to distribute and track the performance of their entertainment content.

• The Need for Deeper Engagement: Brands are realizing that short, interruptive ads are often insufficient to build meaningful connections with consumers, and entertainment offers a more immersive experience.

• Availability of Talent and Production Capabilities: Hollywood's openness to brand partnerships provides brands with access to experienced creative talent and established production infrastructure.

What is motivation beyond the trend:

Beyond simply reaching consumers, the motivation for brands to enter entertainment includes:

• Building Brand Equity: Creating or sponsoring high-quality entertainment can enhance a brand's image, making it appear more innovative, creative, and culturally relevant.

• Creating Brand Experiences: Branded entertainment can go beyond just selling products and create a more immersive and emotional connection with the brand's story or values.

• Generating Earned Media: Successful branded entertainment can garner significant media coverage and social buzz, extending its reach beyond the initial viewership.

• Long-Term Brand Building: Unlike fleeting ad campaigns, branded entertainment can have a longer shelf life and continue to build brand awareness and affinity over time.

Description of consumers article is referring to:

The article refers to a broad base of consumers who are increasingly experiencing "ad fatigue." While specific demographics are not detailed, we can infer some characteristics:

• Age: Likely spans a wide range, particularly those who consume media through various channels, including traditional TV and streaming services. The fatigue is likely pronounced among younger demographics who have grown up with more ad-free options.

• Gender: Not specified, likely both male and female are experiencing ad fatigue.

• Income: Not explicitly stated, but the trend of ad fatigue is likely prevalent across various income levels, as the frustration stems from the interruption of content rather than the inability to afford ad-free services.

• Lifestyle: Includes individuals who actively seek out entertainment content, regardless of the platform. This encompasses cord-cutters, streaming subscribers, and those who still watch traditional television.

• Category article is referring shopping preferences: The article refers to shopping preferences across various categories, as the motivation for brands from different sectors (Walmart, H&R Block, Google, Chick-fil-A, The Knot, Mattel, Saint Laurent, Nike) to engage in entertainment is to ultimately influence consumer behavior towards their respective products or services.

• Are they low, occasional or frequent category shoppers: This is not specified and would vary depending on the brand and the product/service they offer. The overarching point is to reach consumers regardless of their specific shopping frequency within a particular category.

• What are their general shopping preferences-how they shop: The article doesn't provide explicit details on general shopping preferences. However, their media consumption habits (shifting towards streaming and being averse to traditional ads) suggest they are likely comfortable with digital platforms and potentially more receptive to non-intrusive forms of marketing.

Conclusions:

The traditional advertising model is facing significant challenges due to consumer fatigue. Brands are strategically turning to the entertainment industry to create more engaging content that can capture audience attention and build lasting connections. This shift represents a significant evolution in marketing strategies, with brands increasingly becoming content creators and sponsors.

Implications for brands:

• Embrace Content Creation: Brands should consider investing in the creation or sponsorship of high-quality entertainment that aligns with their brand values and target audience.

• Seek Authentic Integration: Product placement or brand messaging should be integrated naturally into the storyline or format to avoid alienating viewers.

• Partner Strategically: Collaborating with experienced production companies, talented writers, and engaging actors is crucial for creating compelling content.

• Explore Various Formats: Brands should be open to different types of entertainment, from short-form digital content to feature films and TV series, depending on their objectives and budget.

• Measure Beyond Traditional Metrics: Success should be measured not just by immediate sales but also by brand awareness, engagement, and overall brand affinity.

Implication for society:

This trend could lead to a blurring of the lines between advertising and entertainment, with brands playing a more significant role in funding and shaping the content that audiences consume. This could lead to more diverse content creation but also raises questions about potential biases and commercial influence on artistic expression.

Implications for consumers:

Consumers might see more content being produced thanks to brand funding. However, they will also need to navigate a media landscape where brand messaging is increasingly woven into the entertainment they watch, potentially requiring more critical viewing habits.

Implication for Future:

Branded entertainment is likely to become an increasingly significant part of the media landscape. We can expect to see more innovative and sophisticated ways in which brands integrate their messaging into films and TV shows, with a continued focus on creating content that audiences genuinely want to watch.

Consumer Trend (name, detailed description):

The Rise of Immersive Brand Narratives: Consumers are increasingly open to engaging with brands through entertaining content that tells a story, rather than being directly sold to through traditional advertisements. This trend reflects a desire for more engaging and less intrusive brand interactions.

Consumer Sub Trend (name, detailed description):

Preference for Seamless Brand Integration: When brands do integrate into entertainment, consumers prefer it to be done in a way that feels natural and enhances the viewing experience, rather than being forced or disruptive. Authenticity is key to acceptance.

Big Social Trend (name, detailed description):

The Blurring of Advertising and Entertainment: Socially, we are seeing a breakdown of the traditional separation between commercial messaging and artistic content, with brands increasingly stepping into the role of content producers and sponsors.

Worldwide Social Trend (name, detailed description):

Content Consumption on Demand: The global shift towards streaming and on-demand media consumption is creating new opportunities for brands to reach audiences through longer-form, engaging content that can be accessed at the viewer's convenience.

Social Drive (name, detailed description):

The Drive for Engagement and Connection: Brands are tapping into the fundamental social drive for engagement by creating content that captivates and connects with audiences on an emotional level, fostering a stronger relationship than traditional ads can achieve.

Learnings for brands to use in 2025 (bullets, detailed description):

• Invest in Quality Storytelling: The entertainment value of the content must be paramount. If it's not engaging, viewers will tune out, regardless of the brand association. Focus on good narratives, compelling characters, and high production values.

• Understand Your Audience's Entertainment Preferences: Research what kind of shows and movies your target audience enjoys and tailor your branded content investments accordingly. Align with content that naturally resonates with their interests and values.

• Build Genuine Partnerships with Creators: Work collaboratively with writers, directors, and producers to ensure that brand integration feels organic and doesn't compromise the artistic integrity of the project.

• Be Patient and Focus on Long-Term Brand Building: Branded entertainment is often a longer-term play. Focus on building brand awareness, affinity, and credibility rather than expecting immediate and direct sales conversions.

• Measure Engagement and Sentiment: Track how audiences are reacting to your branded content beyond just viewership numbers. Pay attention to social media sentiment, brand mentions, and overall engagement to gauge effectiveness.

Strategy Recommendations for brands to follow in 2025 (bullets, detail description):

• Allocate Marketing Budgets to Content Creation: Shift a portion of your traditional advertising budget towards developing or sponsoring entertainment content. This reflects the changing media landscape and consumer preferences.

• Identify Strategic Partnership Opportunities: Actively seek out collaborations with production companies, streaming platforms, and even individual creators who have a strong track record of producing engaging content and reaching your target audience.

• Develop Branded Content Pillars: Define key themes or values that align with your brand and can serve as the foundation for your entertainment content strategy. This ensures consistency and brand relevance across projects.

• Explore Different Entertainment Formats: Don't limit yourself to one type of content. Experiment with documentaries, reality shows, short films, web series, and even interactive experiences to see what resonates best with your audience.

• Create Shoppable Entertainment Experiences: For relevant brands, explore opportunities to integrate shoppable elements into your content, allowing viewers to easily purchase products featured in the shows or movies they are watching.

Final sentence (key concept) describing main trend from article:

Brands are strategically becoming integral players in the television and movie landscape, recognizing that engaging storytelling offers a powerful alternative to traditional advertising in capturing consumer attention.

What brands & companies should do in 2025 to benefit from trend and how to do it:

In 2025, brands and companies should actively explore and invest in branded entertainment as a core component of their marketing strategy to combat ad fatigue and build stronger connections with consumers. This can be done by:

• Establishing Dedicated Branded Content Teams or Partnerships: Create internal teams or partner with agencies and production companies specializing in branded entertainment to develop and execute content strategies.

• Setting Clear Objectives and KPIs: Define what you want to achieve with your branded content (e.g., increased brand awareness, improved brand perception, driving traffic) and establish key performance indicators to track progress.

• Embracing Creativity and Innovation: Be willing to experiment with different formats and approaches to branded entertainment. The key is to create content that stands out and genuinely engages the audience.

• Ensuring Brand Alignment: While the focus should be on entertainment, ensure that the content and the way your brand is integrated align with your core values and overall brand messaging. Authenticity is crucial.

• Promoting Your Entertainment Content: Just like traditional advertising, ensure you have a plan for promoting your branded content to reach your target audience effectively through various channels.

Final Note:

• Core Trend:

  • Name: The Entertainment-First Marketing Shift

  • Detailed Description: Brands are moving away from solely relying on interruptive advertising and are increasingly adopting entertainment content as a primary way to engage with consumers and build brand loyalty.

• Core Strategy:

  • Name: Integrated Brand Storytelling

  • Detailed Description: The strategy of weaving brand messaging and presence into compelling and engaging entertainment narratives in a way that resonates with the target audience and feels authentic.

• Core Industry Trend:

  • Name: The Convergence of Marketing and Media Production

  • Detailed Description: The advertising and entertainment industries are increasingly merging, with brands becoming significant players in content creation and funding, and media companies becoming more receptive to brand partnerships.

• Core Consumer Motivation:

  • Name: Desire for Engaging Content and Ad Avoidance

  • Detailed Description: Consumers are primarily motivated by the desire for quality entertainment and are actively seeking ways to avoid disruptive and irrelevant advertising, making branded entertainment a potentially appealing alternative when done well.

Final Conclusion:

The trend of brands entering the TV and movie game is a significant shift in the marketing landscape driven by the need to overcome ad fatigue and connect with consumers in more meaningful ways. By strategically embracing content creation and forming genuine partnerships within the entertainment industry, brands can create lasting impressions and build stronger relationships with their target audiences in 2025 and beyond.

Core Trend Detailed: The Entertainment-First Marketing Shift

• Description: This trend describes a fundamental change in marketing strategies where brands are increasingly prioritizing the creation and sponsorship of entertainment content (such as TV shows, movies, and digital series) as a primary means of engaging with consumers. This shift is a direct response to the diminishing effectiveness of traditional advertising due to ad fatigue and evolving media consumption habits. By becoming content creators or significant supporters of entertainment, brands aim to capture audience attention, build stronger emotional connections, and foster long-term brand loyalty in a less intrusive and more organic manner.

• Key Characteristics of the Trend (summary):

  • Brands act as producers or major sponsors of entertainment content.

  • Focus shifts from direct selling to engaging storytelling.

  • Emphasis on creating content that audiences genuinely want to watch.

  • Integration of brand messaging is often subtle and woven into the narrative.

  • Success is measured not just by immediate sales but by broader brand engagement and affinity.

• Market and Cultural Signals Supporting the Trend (summary):

  • Pervasive Ad Fatigue: Consumers actively avoid traditional advertising through ad blockers and ad-free subscriptions, signaling their dissatisfaction.

  • Hollywood's Funding Gap: Traditional media faces financial pressures, making them more receptive to brand funding for content creation.

  • Streaming Platform Growth: The dominance of streaming services provides a prime distribution channel for brand-funded entertainment.

  • Willingness of Top Talent: Established and emerging Hollywood talent are increasingly open to working on brand-supported projects.

  • Emergence of Specialized Production Companies: Studios dedicated to creating branded entertainment are on the rise, indicating growing industry recognition of this trend.

  • Brand Success Stories: Examples like Mattel's "Barbie" (while not fully brand-funded in the same vein, it demonstrates the power of brand-adjacent entertainment) showcase the potential of this approach.

  • Focus on Measurement: Brands are becoming more sophisticated in tracking the ROI of their entertainment investments, validating the effectiveness of this strategy.

• How the Trend Is Changing Consumer Behavior (summary):

  • Increased Brand Engagement: Consumers are more likely to engage with brands that provide them with valuable or entertaining content.

  • Positive Brand Associations: When done well, branded entertainment can create positive emotional connections and enhance brand perception.

  • Greater Brand Recall: Integrating brands into engaging narratives can lead to more memorable and lasting brand recall compared to traditional ads.

  • Potential for Brand Loyalty: Consumers who enjoy a brand's entertainment offerings may develop a stronger sense of loyalty and affinity towards that brand.

  • Shift in Expectations: Consumers may increasingly expect brands to provide value beyond just products, including entertaining content.

• Implications Across the Ecosystem (summary):

  • For Brands and CPGs: Requires a shift in marketing budgets and strategies towards content creation and partnerships. Emphasizes the need for storytelling skills and understanding audience entertainment preferences.

  • For Retailers: Creates opportunities for unique partnerships with brands to promote products within entertainment content. Retailers can also explore creating their own branded entertainment to drive traffic and engagement.

  • For Consumers: Could lead to a wider variety of content being produced, potentially catering to niche interests. However, it also raises questions about the transparency and potential commercial influence on the entertainment they consume.

• Strategic Forecast: The Entertainment-First Marketing Shift is poised for significant growth in the coming years. As ad fatigue continues and the digital media landscape evolves, brands will increasingly recognize the power of entertainment to break through the noise and connect with consumers on a deeper level. We will likely see more sophisticated and creative forms of branded entertainment emerge, blurring the lines further between marketing and media production. Brands that strategically invest in high-quality, engaging content will be better positioned to build lasting relationships with their audiences.

• Final Thought: The era of simply interrupting consumers with advertisements is waning. The future of effective marketing lies in captivating them with engaging entertainment that subtly weaves in brand narratives, creating a win-win for both brands and viewers.

Source: https://www.businessinsider.com/brands-use-entertainment-movies-tv-combat-ad-fatigue