We love our buzz words in the digital world. There was ‘social media’ and ‘microblogging’ and ‘user generated content’ and ‘engagement’ and ‘web 2.0’ (which paved way to the 2.0 suffix attached to everything) and ‘the cloud’… and now there’s ‘branded entertainment.’The thing is, branded entertainment is nothing new. Over 50 years ago, those crafty soap companies figured out that to get in front of women to peddle their household products, they’d need to wrap their advertising around some meaningful content. And so was born the soap opera.

But while the concept isn’t new, the delivery method is. Unlike the push method of traditional tube TV, blanketing messages across a broad audience, technology has enabled us to deliver compelling, resonant experiences in an interactive format. Through the one-to-one properties of the web, we can reach users directly and craft relevant messaging that builds relationships and drives brand loyalty. New media brings us endless possibilities for taking branded entertainment to the next level, and harnessing the tools to turn a static ad into a dynamic experience.

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