How Enhanced Brand Content Can Boost Your ROI

The Super Bowl is the benchmark for branded content. Millions of viewers stare at their screens every year, waiting for advertisers to come up with something creative, and we've seen some unforgettable classics, like "Devil" Joe Green's famous Coca-Cola ad.

Yet today, with viewers able to skip ads, block ads, and ignore traditional advertising on more platforms than ever before, companies are being forced to rethink how to capture consumers’ attention.

As the number of media channels continues to increase, advertisers are under greater pressure, and the challenges are further exacerbated by the fact that popular SVOD platforms such as Netflix and Disney+ are completely ad-free.

All of these changes mean that marketers are increasingly focusing on creating content that people are eager to discover, engage with, and share with others, rather than pushing content at them.

What is branded content and why is it important for your business?

Branded content is advertising-funded programming that viewers watch voluntarily, not unlike the best content in our entertainment culture. This type of media content—an online video on YouTube, a television series, or a post on social media—does not explicitly sell a product, but it allows consumers to interact with the brand more naturally. As a result, brands benefit through association with the content, which builds trust and loyalty with consumers.

A great example is Apple’s recent film, Escape from the Office, part of its acclaimed Hidden Heroes series, which tells the story of four downtrodden employees who escape the clutches of their evil boss to start their own company. Since its launch in March 2022, the nine-minute short has been viewed more than 35 million times on YouTube.

Then there’s Red Bull. The energy drink brand has pushed boundaries by producing a ton of adrenaline-filled branded content, from Felix Baumgartner’s 2012 freefall from the edge of space to its recent adventure series tracking Olympic gold medal-winning freestyle skier Gu Ailing.

Again, The North Face gained attention with its powerful documentary “Learning to Swim,” which explored mental health issues in the context of extreme sports.

The rise of branded video

According to a 2024 Advertiser Perceptions Report, more than half of advertisers who use branded content and influencers say branded content is more important today than ever before.

Many believe there are deeper reasons behind the resurgence of branded content, such as video. Although research shows that this form of storytelling has become a highly effective way to communicate with emerging consumer groups, there seems to be a greater emphasis on meaningful stories that resonate and make consumers willing to support brands that represent their values and lifestyles.

The benefits of branded content

Branded content is highly effective at eliciting emotion. According to a 2024 Turner Ignite and Realeyes study, viewers who watched branded content were 62% more likely to have a positive reaction than those who watched a 30-second ad. Because branded content often tells a powerful story, this emotional engagement increases by 31% during the viewing experience. Their study also found that 67% of consumers found branded content more influential, and 17% of respondents were "very likely" to purchase a product from the brand featured. Additionally, a Nielsen study showed that consumers retained a higher level of brand memory after watching branded content than after watching a pre-roll ad.

Many advertisers have solved this “how” problem through programmatic advertising, an AI-driven automated technology that bids for the best ad slots when visitors load a page. This ability to directly reach target audiences and engage them with desired branded content opens new opportunities to grow business and optimize ROI on digital media advertising.

Culturally accurate media content

When developing your next branded content piece, ensure it is culturally accurate for the audience you wish to reach. Arrow Translation offers a variety of solutions to help you spread your message around the world.

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