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Marketing Through Entertainment: The Evolution Of Branded Content In The Attention Economy
- * Corresponding Author
- Ayomiposi, Feyisekemi Akinwale *
- Received June 2025, 1st Revision July 2025, Accepted August 2025, Published online: October 2025
Abstract
This study examines how marketing and entertainment are used together to better engage with today’s consumers. With so much information around these days and people getting tired of seeing the same advertisements, organisations are finding out that traditional marketing is now less effective. This is the reason why they are now putting their ads in entertainment shows to engage consumers. Different forms of entertainment marketing are explored, including placing products, creating branded content, evaluating influencer programmes and using immersive experiences on platforms such as film, television, music, gaming and social media. Overall, the study shows that focusing on entertainment in marketing can both attract people and make brands tell their storeys in unique ways in today’s connected world.
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KEYWORDS: Entertainment marketing, Branded content, Attention Economy