Andrew Hampp over at Ad Age wrote a comprehensive post about the rise of branded digital entertainment and the creative approaches brands are taking to use web video as a vehicle for making meaningful connections with consumers.  Unsurprisingly, I chimed in with a lengthy comment that I wanted to share here as well:

The branded entertainment market faces many challenges for brands and content creators in developing media experiences that are both entertaining and effective. But the biggest hurdle among them is reach in rising above the clutter in a highly saturated online space to get a series in front of the right audience who will a) be pre-disposed to the message, b) engage with the content, c) take some sort of brand action (as defined by marketing objectives) and d) share it.

To bring viewers along that continuum, it's critical to first identify the target audience and then craft compelling stories that will resonate specifically with that group (a la Break.com's vigilant focus on male-centric content). You can't make a personal connection with viewers unless the content is personally relevant to them.

So the content must be compelling enough that consumers identify with it and want to interact beyond just one episode. But creating branded content that piques interest is only half the battle; you need to put pull-through tactics in place to maintain interest and build the relationships and emotional affinity needed to drive some measurable value back to the sponsor brand.

An example of finely targeted branded content is McAfee's Stop H* Commerce that effectively generated increased downloads and purchase of their anti-virus software by setting up a need for their product in an entertaining (unbranded) way, and leading viewers to a buying conclusion right at the point of consumption after being emotionally impacted by the content.