Branded Entertainment is a strategy focused on creating content that audiences watch because they want to, not because they can't skip that content.
Branded entertainment is an umbrella term for all brand-produced content where the goal is to get audiences to watch or engage in the same mindset as a movie or TV series – as opposed to more traditional forms of advertising, in which brand messages can be placed before or during the experience of other unrelated content.
It all starts with “how can we make great content that people will like” and then thinking about how it fits the brand or product, tweaking until the two are aligned.
Branded entertainment is considered a way to build trust and open a positive dialogue between brands and people, providing long-term ROI.