[W Forum] The Combination of Advertising and Content

Choi Se-jung, Professor at Korea University Department of Media and Graduate School

There is a video that was released online last December and accumulated over 1.3 million views within a month. This roughly 8-minute video showcases the charismatic acting and visual beauty of premium actors such as Song Joong-ki, Jo Min-su, Jung Woong-in, Yoo Jae-myung, Park Ho-san, Jang Young-nam, and Eom Hye-ran. However, it is not a drama from a broadcasting company or an original from an online video service (OTT), but an advertisement for a fast-food brand. While borrowing the drama format, it cleverly subverts clich?s commonly seen in traditional dramas and offers so-called B-grade humor that contrasts with the serious acting of its star-studded cast, providing a surprising twist. What is the secret behind this ad that the MZ generation (Millennials + Generation Z) praises and actively seeks out? It is an ad that doesn’t feel like an ad.

Branded content refers to "content produced or curated by a brand with the purpose of providing consumers with entertainment or educational added value, designed not for the sale of products or services but to increase consideration and preference for the brand." Of course, recently, commerce has also been integrated to include sales objectives, but branded content intended to inform about brand-related information or values and to enhance interest and preference can be understood as advertising that possesses the form and value of content. It is similar to product placement (PPL) used in films or broadcasts for a long time, but differs in that it actively utilizes content formats and provides value according to the brand’s purpose, rather than simply exposing products.

For example, advercontent, which has become increasingly common recently, is web entertainment content produced to promote a brand’s products or services. Examples include Dallas Studio’s "Nego King," as well as "Tak President," featuring Tak Jae-hoon as the CEO of a comprehensive advertising agency, and "Promotion 22 Team," led by Hong Jin-ho, an icon of the "perennial second place." These shows handle topics rarely seen in legacy media and showcase a free format and fun. Advergames, which combine advertising and gaming, also provide consumers with entertainment through brand-linked games.

The growth of branded content as an alternative to traditional advertising is mainly due to three factors. First, changes in the media environment. Consumption centered on online media has diversified content, allowing branded content to break free from the constraints of traditional media and utilize various content formats such as web dramas, web entertainment, web novels, and webtoons. Second, advertising is something consumers avoid. Especially with the growth of subscription-based content services and the increased use of ad-blocking programs, opportunities for ads to be exposed to consumers are reduced. However, content that provides informational and entertainment value is not something consumers avoid. Therefore, branded content aims to be content that contains the brand and provides value, becoming an object of pursuit rather than avoidance. Lastly, in a digital environment where personal information protection is strengthened and the effectiveness of personalized advertising has decreased, branded content can elicit voluntary consumer responses. Consumers actively filter out unwanted content and seek out desired content, allowing visible results such as views, shares, and comments to be obtained and verified. This is especially effective for the MZ generation, who communicate and enjoy content as a medium.

We consume content every day. Although the formats differ?text, images, videos, audio?the act of obtaining information or entertainment through various digital platforms or services is an essential part of daily life. Branded content is an attempt to provide differentiated value that can be chosen by consumers amid the flood of content. While it carries the nature of advertising, branded content with transparency and authenticity can bring not only temporary attention but also intimacy and loyalty with the brand. The evolution of branded content, which draws out empathy and communication through the brand as a medium, will continue.

This content was produced with the assistance of AI translation services.