Branded Content - The new way

I caught up with Dan Dawson from the ‘Behind the Billboard’ fame to talk about why there is a shift back into investments into experiential for many brands.

Over the last decade, brands have leaned heavily on performance marketing, fast, transactional, and hyper-targeted. While effective for driving short-term results, it often falls short in building lasting loyalty. As brands seek deeper, more immersive connections with consumers, we’re seeing a shift toward high-quality branded content in film, TV, and production. This shift is part of a broader move toward experiential marketing, where brands move beyond the land grab of digital impressions and invest in meaningful, interactive experiences that leave a lasting impact.

Even luxury fashion brands are beginning to embrace this shift, moving beyond their traditional high-end advertising approach to engage new audiences through narrative-driven content. Prada’s recent campaign is a prime example, marking a step change from traditional luxury advertising to storytelling that captivates and connects.

Similarly, industries like motorsport are rethinking their approach to content. Rather than relying solely on race coverage, events like NASCAR are integrating entertainment-first storytelling, borrowing elements from other sports including athletes, direction and production techniques to create sticky, engaging content that resonates with a wider audience.

Storytelling, with its ability to craft rich, narrative-driven experiences, is emerging as a powerful vehicle for brands looking to move beyond transactions and embed themselves in culture.

In an era of ephemeral attention, the brands that win will be the ones that turn passing encounters into lasting impressions.