The document discusses branded content, which is a type of marketing that combines entertainment or editorial content with brand messaging. It is not traditional advertising like commercials or banner ads. Branded content is seen as becoming more popular even as audiences are more distracted. Expectations for branded content remain high. The bottom line is that branded content is here to stay and continue growing as a popular form of marketing.

1. PEOPLE WHO LOVE
TO EAT ARE ALWAYS
THE BEST PEOPLE.
Julia Child

2. BRANDED CONTENT
equals
ADVERTISING?
On the count of three, please raise your hands.

3. YES NO
20% 80%

4. Y E S

5. BRANDED CONTENT
equals
ADVERTISING
A votação terminou.

6. h a m b u r g u e r i a
c l i c k - b a i t
u g c
m i l l e n n i a l s
c u r a d o r i a
p o k e b o w l s

7. BRANDED CONTENT
O novo eldorado
Devaneios sobre a minha crença inabalável
na criação de conteúdos como uma
realidade (cada vez mais) incontornável
para as marcas.
J O A N A D U A R T E

8. BRANDED CONTENT
a type of marketing that unites entertainment or
editorial content with brand or product messaging.
Nielsen Company, The. (2016). Quality Branded Content Outperforms Pre-Roll Advertising.
[online] http://www.nielsen.com/us/en/insights/news/2016/quality-branded-content-outperforms-pre-roll-advertising.print.html

9. BRANDED CONTENT
content that does not involve traditional
advertising. It is not advertising in the way most
people think of advertising (commercials, banner
ads, social media ads, etc…).
Mission, The. (2018). Branded Content: The What, Why, When, and How. [online] https://medium.com/the-mission/branded-content-the-what-why-when-and-
how-fb9426dc3e14

10. BRANDED CONTENT
(also known as branded entertainment) is the
practice of marketing via the creation of content that
is funded or outright produced by an advertiser.
Wikipedia (2018). Branded Content [online] https://en.wikipedia.org/wiki/Branded_content

11. soap opera

12. A publicidade está em todo o lado.

13. brand-ships

14. TRUST

15. G E r e p o r t s

16. G w y n e t h P a l t r o w

17. M o z i l l a

18. L e g o

19. P u b l i s h e r s

20. C r e a t o r s

21. O b r a n d e d c o n t e n t v e i o p a r a
f i c a r e v a i c o n t i n u a r a
t o r n a r - s e c a d a v e z m a i s
p o p u l a r .
S T E P O N E
E m b o r a a s a u d i ê n c i a s
p o s s a m e s t a r m a i s d i s t r a í d a s
d o q u e n u n c a , a s
e x p e c t a t i v a s p e r m a n e c e m
a l t a s .
S T E P T W O
B O T T O M L I N E N U M E R O U N O
B O T T O M L I N E N U M E R O D O S

22. M O R E R E C I P E S A T
W W W . J O A N A D U A R T E . F O R M A T . C O M
Thank you!