How Branded Content is Strategically Transforming the Use of Traditional and Non-Traditional Media in Integrated Campaigns

Abstract

New technologies have brought a fresh set of problems to the world of advertising and publicity, such as a multiplicity of screens and media. This is on top of the problems that already beset that world, such as saturation and the lack of credibility of advertising messages. The industry's response has been the use of non-conventional media, aimed at reaching the consumer in a different way. To determine whether this media has become a standardised, across-the-board phenomenon, a quantitative and qualitative study of 125 integrated campaigns was done that won the major awards at the El Sol “Latin American Advertising Festival,” and The Cannes Lions International Festival of Creativity between 2015 and 2021. The boundaries between conventional and non-conventional media are now decidedly less clear-cut, so much so that the information media, and consumers as well, have become, albeit unconsciously, a part of the advertising and publicity machinery.