The difference between offering a story instead of a single product
A traditional commercial is something we’ll remember simply because we’re watching it. We’ll likely see that content multiple times, and even if it doesn’t offer us something we’re interested in, our brain will retain the information. This will happen even if we’re seeing the ad for the first time and it’s interrupting the climactic scene of an engaging film, precisely because our brain, as neuroscience applied to communication teaches us, is hyper-receptive and has its full attention span at that moment.
Another circumstance in which we memorize what we see and hear is when we decide to pay attention to something that interests us, even if only because of its communication style and the publisher’s approach to that content; this is true even when it’s “branded” but maintains an editorial appearance.
With this content, companies aren’t selling directly, but rather building a relationship, a connection, and therefore attention and awareness with the viewer.
Describing the brand, its mission, its values, and its success stories, rather than presenting a single product, generates engagement and a more impactful and lasting memory in users—whether they’re already customers or not—than traditional advertising.
A video interview, a podcast appearance, a format tailored to the company, an entire television episode, or a radio speaker discussing the brand provides an editorial tone that, in itself, guarantees the media partner’s authority. Each of the aforementioned formats has a different language and communication style and responds to a specific objective: increasing reputation, creating an emotional connection, generating interest, and stimulating participation.
The role of the media center is crucial in creating branded content. Understanding the brand’s needs, encapsulating everything in a detailed brief, and developing the best strategy with publishing partners are almost all the prerequisites for creating content that works immediately and will continue to work over time. After all, understanding and spreading a company’s value is what those who do the work of the writer do.
Yet, it’s rare to find a media center that chooses to position itself specifically for so-called special projects: publisher events targeting a wide range of product categories, partnership activations, fully or partially branded content, client placements on radio, TV, and podcast programs, as well as designing content together with publishers on the social media pages of their various assets—this is what we’re passionate about at Sonic Horizon.
In light of what’s been said so far, branded content isn’t to be considered preferable to traditional advertising: it’s important to remember that each advertising tool addresses specific needs.
Whether it’s planning your TV, radio, billboard, or print advertising campaign, or designing and implementing special projects, our media center is here to ensure the best possible outcome for your project, negotiating the best financial offer with our media buyers. Optimizing your advertising budget while delivering maximum impact to brands is our mission.
