Every year, millions of people pay premium prices to avoid enduring the boring, uninteresting commercials that pop up in between songs, YouTube clips and other entertainment outlets. Because viewers prefer to skip ads and promotions, Branded Entertainment is geared towards creating fun, comedy driven and eye-catching content which subtly incorporate the brand or advertisement.
Unlike product integration, which places the good or service within the sketch or show, for instance 30 Rock would mention Snapple in its episodes, Branded-Entertainment rarely, if ever, mentions the actual product. Typically, the product is used to create a concept for a commercial or sketch which intelligently promotes the good without making it the centerpiece.
Ultimately, branded entertainment is a replacement for typical dull commercials which throw the sponsored product in your face, in exchange for short sketches, Gifs or WebMs that social media users would much rather watch.