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Confused about what branded content is? This report by the BCMA, Oxford Brookes University and Ipsos Mori will help you to understand exactly what is meant by the term, which is often applied to wildly varying formats of marketing.

As a medium branded content has been receiving a lot of attention over the last few years, largely in response to the new ways that people can consume content. This, in turn, has fueled its rise as a new marketing communications concept, and one that many people are confused about, prompting the question, “what is branded content?”

The BCMA's definition of branded content:Branded Content is any output fully or partly funded, or at least endorsed, by the legal owner of a brand. It promotes the brand owner’s values. Audiences choose to engage with branded content based on a pull logic due to its entertainment, information and/or educational value.

At EffWeek 2017, in response to this, the BCMA launched the report Defining branded content for the digital age, authored in partnership with Oxford Brookes University and Ipsos Mori. The report evaluated existing literature and put senior marketers through in-depth interviews to find out exactly what they thought they meant by the term.

Watch a presentation of the report given during the week below.

Or, if you prefer a good read, download a copy of Defining branded content for the digital age.

“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”

Bridget Angear, Joint Chief Strategy Officer at AMV BBDO

“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”

David Wheldon, Chief Marketing Officer, RBS

“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”

Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK

“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”

Andrew Canter, Global CEO, BCMA

“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.

Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited

“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”

Chris Combemale, Group CEO, DMA