Interesting piece by Alison Provost today. Ms Provost is the Founder, Chairman, and CEO of TouchStorm, a digital media distribution company that creates and distributes online editorial video.
According to Ms Provost, consumers aren’t searching for branded entertainment. They’re searching for branded information.
As Ms Provost put it, “Consumers aren’t looking to brands for entertainment; they download movies or TV shows for that.”
Damn. I think she’s right. At least, she’s right in my case.
When’s the last time you went on line and said to yourself, “I wonder what Kraft has done that’s entertaining? I want to watch.”
Probably not recently.
But you may have gone online and turned to Kraft for a recipe or help with baking something. In other words, information.
I was told once that the definition of advertising was presenting information about the product or brand in an interesting way.
You could replace the word “interesting” in the previous sentence with the word “entertaining." In other words, all good advertising is a form of branded entertainment.
After all, if it’s not entertaining, the viewer won’t hang around long enough for the information to be conveyed.
Good advertising is both branded entertainment and branded information.
Always has been.
Always will be.
And, we have Ms Provost to thank for reminding us of that.