Branded content represents a method by which companies can market themselves effectively in a saturated advertising market. Because consumers are constantly bombarded with advertising and information it is increasingly difficult to gain their attention so that a company can get its message across.
To combat this companies now produce content that is directly associated with a brand, that is not an advertisement, which aims to make a connection with the consumer so that they have a positive image of the brand. This type of content focuses on the values and intangible benefits of the brand rather than focusing on a particular product or service. It seeks to create a conversation around the brand by eliciting a response from the consumer and the key metrics of the success of this type of marketing is the mentions it receives or the notoriety it generates.