Branded Content: Is It Better to Own or Sponsor?
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Pretend you’re reading this at home, and your sweet tooth has taken control of your brain. In the cupboard, you’ve got raw ingredients for a caramel chocolate fudge cake recipe that looks amazing, though you’ve never tried it. There’s also an excellent, expensive cupcake shop around the corner. Here’s your dilemma: You can face the delay and uncertainty of your own baking, or you can have your cake right now — but it comes only in vanilla. What do you do?
Many advertisers are facing essentially the same question, as branded content surges as an alternative to digital ads. Do they make their own content, or buy it from somebody else? Creativity, control, speed, quality and cost — all are at stake. Which one to choose?
GE makes its own media for brand properties like Ecomagination.com, its informational site about technology and environment. Cadillac, on the other hand, elects to sponsor a travel site, Gallivant, for a month at a time. Virgin Mobile’s model is to create innumerable lists that it posts on BuzzFeed.
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