The use of content – especially entertainment – to build brand awareness and increase sales is still booming. This is corroborated by the 8th edition of the CONTENT SCOPE, a biannual report carried out by the consultancy firm SCOPEN, which, for the first time includes consumers in the study. Investment in branded content continues to rise, and it is clear that brands are increasingly carrying out more branded content actions. These actions tend to be of shorter duration but are now firmly integrated into their strategies, with dedicated teams and greater professionalism.
According to users, sPodcasts (14.9%), Series (11.2%), and Articles (11.1%) are the three most mentioned formats. This indicates the direction the market is heading and provides insights into the formats preferred by audiences. Regarding media and frequency of consumption, based on estimated data, ‘Following Profiles on Social Networks’ (22.5 days/month) is the most frequently media-related activity, followed by free-to-air TV and OTT platforms. The youngest demographic (16-24 years old) is the most digitalized, following more influencers, profiles, and brands on social networks.
When it comes to users’ preferred topics, health, travel, and gastronomy are the most followed in the media. Men show a higher interest in ‘Automotive’ and ‘DIY’, while women focus more on ‘Beauty’, ‘Health’, and ‘Gastronomy’.
On the advertisers’ side, one out of three clients now perform branded content actions (a higher figure than in 2022), though fewer actions are being carried out on average (2.4) and with a shorter duration (4 months). In this sense, advertisers have focused more on branded content actions in articles and reports, as these
formats are the most frequently mentioned.
The main objectives for advertisers when choosing branded content are, in order of importance:
- Connecting emotionally with the consumer – recognized as the greatest opportunity for branded content.
- Enhancing brand purpose
- Increasing content consumption
These goals represent significant opportunities for both advertisers and agencies
According to this study on the current state of branded content in Spain, knowledge of the discipline is high, with 21.7% of users aware of it. Branded content is defined as a communication strategy in which a commercial brand creates relevant, informative, or entertaining content to connect with its audience. Instead of directly promoting and/or offering a product/service, branded content seeks to create a positive experience for the consumer and associate the brand with the values, interests and needs of its target audience. This is why branded content seeks to create a dialogue and a connection with the audience to achieve a more positive and memorable response, beyond the sole objective of generating sales.
The Entertainment Industry Continues to Grow
According to PwC, the entertainment and media industry is forecast to grow at an average annual rate of around 3.9%, although total revenues will reach $3.4 trillion by 2028. As consumer attention shifts away from traditional TV – though it will continue to hold a place in the industry – and toward user-generated short-form content, advertisers will need to adapt. Strategies may include increasing reliance on influencers, offering experiential promotions, or leveraging new technologies to deliver more creative and engaging messages beyond the traditional 30- or 15- second ad.
APPLE TREE: Among the Preferred Agencies for Branded Content
According to the 8th edition of the CONTENT SCOPE, APPLE TREE once again ranks among the agencies most preferred by advertisers for branded content campaigns and actions. At APPLE TREE, we understand content as the most effective vehicle to connect brands with people, conveying values and purpose. By telling meaningful and relevant stories, we help build stronger and more purposeful brands.
