What is Advertainment

Branded content is an advertising format that integrates brand equity with content of interest that engages the audience, and it does so in a natural, emotional, and non-intrusive way. The purpose of this study is to evaluate the impact of branded content versus conventional advertising on young audiences by using neuromarketing techniques. A content analysis of 31 branded content case studies selected by the Branded Content Marketing Association (BCMA) in Spain was carried out, and the electrodermal activity (EDA) of 70 subjects between 18 and 30 years of age was recorded when they were exposed to branded content stimuli in advertisements. The results confirm a greater impact from the stimuli of branded content, even though there was no significant difference.