Branded Content
Branded content is material produced by or for a brand to be valued in its own right, rather than to interrupt something else.
Why It Matters
It moves marketing budgets into production, and it puts brands into direct competition with media companies for audience attention.
Related Terms
- Sponsored ContentSponsored content is material paid for by an advertiser and published by a media owner, identified as commercial rather than editorial.
- Creator EconomyThe creator economy is the set of businesses built around individuals publishing directly to an audience, funded by advertising, subscriptions, commerce or brand deals.
- Attention EconomyThe attention economy describes markets in which the scarce resource being competed for is people's time and focus, which is then sold to advertisers or converted into subscriptions.
VANTAGE52 Coverage
Published reporting filed under the topics behind this concept.
Global Marketing Summit 2026 to Gather International Marketing Leaders in Istanbul
Global Marketing Summit 2026 will bring together more than 150 speakers, leading marketing professionals and business executives in Istanbul on 14–15 October. The sixth edition will feature over 100 sessions exploring artificial intelligence, human experience, brand strategy and the future of marketing.
brandunder Analyzes Brand Clarity Through Website Analysis
The platform identifies what visitors understand about a business, what's missing from its website and which improvements to prioritize, generating personalized results for each brand.
Global Marketing Summit 2026 to Bring the New Era of Marketing to Istanbul
Global Marketing Summit 2026 will bring 150+ speakers and 100+ sessions to Istanbul on 14–15 October, exploring AI, human experience, brands, creativity and the future of marketing.
Nvidia, Trump and the New Politics of AI Power
A public phone call between Donald Trump and Jensen Huang has brought a deeper question into focus: as America accelerates AI development, who will control the infrastructure, access and economic direction of the technology?
How Entertainment Is Becoming A Global Marketing Engine
The commercial impact of Spider-Man: Brand New Day shows how blockbuster entertainment can transform cultural attention into a powerful platform for brands, retailers and technology companies.
Zara Is Rethinking How It Expands
Inditex is turning to the U.S. for its next phase of growth, using online demand and store performance to make more selective decisions about where and how to expand.
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