At NATPE recently, I interviewed Scott Donaton, Global Chief Content Officer for UM (Universal McCann) and head of UM Studios. The agency has clients including L'Oreal, BMW, Johnson & Johnson and many others. In the interview, Scott articulates very well the value of branded entertainment and why so many brands are now getting involved.

Scott explains how brands are seeking to move from traditional interruptive advertising experiences to ones where they can add value to conversations that audiences are already having. A great example Scott describes is UM's work with BMW to develop branded content in support of the new bobsled it designed for Team USA in the Sochi Olympics. Importantly, Scott also details how brands measure the success of their branded entertainment initiatives.

The interview runs approximately 7 minutes and is well worth watching for anyone interested in how branded entertainment is evolving.