Branded Content: entertainment and engagement in the era of video on demand

Detalhes bibliográficos
Autor(a) principal: Ferreira de Abreu, Fernanda
Data de Publicação: 2017
Outros Autores: Castro Alves, Daniele de
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista GEMInIS
Texto Completo: https://www.revistageminis.ufscar.br/index.php/geminis/article/view/296
Resumo: This text seeks to reflect on the importance of branded content for entertainment and advertising industries in a scenario marked by the significant growth of the consumption of videos on demand. It becomes imperative to rethink the disruptive nature of advertising at a time when entertainment itself is progressively consumed at the most convenient times for the audience. Therefore, we present concepts of entertainment and branded content, and exemplify with a case study of web series “Humanidade [em mim]” by the brand Molico, seeking to indicate the potential contribution of branded content to a new Brazilian audiovisual business model.
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spelling Branded Content: entertainment and engagement in the era of video on demandBranded Content: entretenimento e engajamento na era do vídeo sob demandabranded contentvideo on demandentertainmentadvertisingbranded contentvídeo sob demandaentretenimentopublicidadeThis text seeks to reflect on the importance of branded content for entertainment and advertising industries in a scenario marked by the significant growth of the consumption of videos on demand. It becomes imperative to rethink the disruptive nature of advertising at a time when entertainment itself is progressively consumed at the most convenient times for the audience. Therefore, we present concepts of entertainment and branded content, and exemplify with a case study of web series “Humanidade [em mim]” by the brand Molico, seeking to indicate the potential contribution of branded content to a new Brazilian audiovisual business model.Este texto busca refletir sobre a importância do branded content para as indústrias de entretenimento e publicidade num cenário marcado pelo crescimento significativo do consumo de vídeos sob demanda. Torna-se premente repensarmos o caráter interruptivo da publicidade neste momento em que o próprio entretenimento passa a ser progressivamente consumido nas ocasiões mais convenientes para a audiência. Para tanto, apresentamos conceituações de entretenimento e branded content, e exemplificamos com um estudo de caso da websérie “Humanidade [em mim]” da marca Molico, procurando indicar o potencial de contribuição do branded content a um novo modelo de negócio para o audiovisual brasileiro.UFSCar2017-08-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistageminis.ufscar.br/index.php/geminis/article/view/296Revista GEMInIS; v. 8 n. 2 (2017): Vídeo Sob Demanda - novo modelo de negócio para o audiovisual brasileiro - Parte 2; 48-67Revista GEMInIS; Vol. 8 No. 2 (2017): Vídeo Sob Demanda - novo modelo de negócio para o audiovisual brasileiro - Parte 2; 48-67Revista GEMInIS; Vol. 8 Núm. 2 (2017): Vídeo Sob Demanda - novo modelo de negócio para o audiovisual brasileiro - Parte 2; 48-672179-1465reponame:Revista GEMInISinstname:Universidade Federal de São Carlos (UFSCAR)instacron:UFSCARporhttps://www.revistageminis.ufscar.br/index.php/geminis/article/view/296/263Copyright (c) 2017 Fernanda Ferreira de Abreu, Daniele de Castro Alvesinfo:eu-repo/semantics/openAccessFerreira de Abreu, FernandaCastro Alves, Daniele de2020-08-10T20:10:30Zoai:ojs.pkp.sfu.ca:article/296Revistahttps://www.revistageminis.ufscar.br/index.php/geminisPUBhttps://www.revistageminis.ufscar.br/index.php/geminis/oai||revista.geminisufscar@gmail.com2179-14652179-1465opendoar:2020-08-10T20:10:30Revista GEMInIS - Universidade Federal de São Carlos (UFSCAR)false
dc.title.none.fl_str_mv Branded Content: entertainment and engagement in the era of video on demand
Branded Content: entretenimento e engajamento na era do vídeo sob demanda
title Branded Content: entertainment and engagement in the era of video on demand
spellingShingle Branded Content: entertainment and engagement in the era of video on demand
Ferreira de Abreu, Fernanda
branded content
video on demand
entertainment
advertising
branded content
vídeo sob demanda
entretenimento
publicidade
title_short Branded Content: entertainment and engagement in the era of video on demand
title_full Branded Content: entertainment and engagement in the era of video on demand
title_fullStr Branded Content: entertainment and engagement in the era of video on demand
title_full_unstemmed Branded Content: entertainment and engagement in the era of video on demand
title_sort Branded Content: entertainment and engagement in the era of video on demand
author Ferreira de Abreu, Fernanda
author_facet Ferreira de Abreu, Fernanda
Castro Alves, Daniele de
author_role author
author2 Castro Alves, Daniele de
author2_role author
dc.contributor.author.fl_str_mv Ferreira de Abreu, Fernanda
Castro Alves, Daniele de
dc.subject.por.fl_str_mv branded content
video on demand
entertainment
advertising
branded content
vídeo sob demanda
entretenimento
publicidade
topic branded content
video on demand
entertainment
advertising
branded content
vídeo sob demanda
entretenimento
publicidade
description This text seeks to reflect on the importance of branded content for entertainment and advertising industries in a scenario marked by the significant growth of the consumption of videos on demand. It becomes imperative to rethink the disruptive nature of advertising at a time when entertainment itself is progressively consumed at the most convenient times for the audience. Therefore, we present concepts of entertainment and branded content, and exemplify with a case study of web series “Humanidade [em mim]” by the brand Molico, seeking to indicate the potential contribution of branded content to a new Brazilian audiovisual business model.
publishDate 2017
dc.date.none.fl_str_mv 2017-08-29
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistageminis.ufscar.br/index.php/geminis/article/view/296
url https://www.revistageminis.ufscar.br/index.php/geminis/article/view/296
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistageminis.ufscar.br/index.php/geminis/article/view/296/263
dc.rights.driver.fl_str_mv Copyright (c) 2017 Fernanda Ferreira de Abreu, Daniele de Castro Alves
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2017 Fernanda Ferreira de Abreu, Daniele de Castro Alves
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv UFSCar
publisher.none.fl_str_mv UFSCar
dc.source.none.fl_str_mv Revista GEMInIS; v. 8 n. 2 (2017): Vídeo Sob Demanda - novo modelo de negócio para o audiovisual brasileiro - Parte 2; 48-67
Revista GEMInIS; Vol. 8 No. 2 (2017): Vídeo Sob Demanda - novo modelo de negócio para o audiovisual brasileiro - Parte 2; 48-67
Revista GEMInIS; Vol. 8 Núm. 2 (2017): Vídeo Sob Demanda - novo modelo de negócio para o audiovisual brasileiro - Parte 2; 48-67
2179-1465
reponame:Revista GEMInIS
instname:Universidade Federal de São Carlos (UFSCAR)
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instname_str Universidade Federal de São Carlos (UFSCAR)
instacron_str UFSCAR
institution UFSCAR
reponame_str Revista GEMInIS
collection Revista GEMInIS
repository.name.fl_str_mv Revista GEMInIS - Universidade Federal de São Carlos (UFSCAR)
repository.mail.fl_str_mv ||revista.geminisufscar@gmail.com
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