In Italy we are facing a tangible development. The technological changes in a context in which TV and web are complementary rather than antagonist have led to the detachment of advertising from the editorial content. Companies need to get noticed and can no longer remain in the locked spaces of display advertising. Branded Entertainment is a scotch, a glue that attaches brand communication to content. In Italy there is a growing interest in this instrument, an effective, rational activator able to truly offer real new opportunities with the consumer at last at the centre of the projects. For sure, speaking of a real industry is premature because of the sporadic nature of the interventions and also for the resistance of some actors. Companies still know little of this tool and show distrust in moving from the established routes, especially in this difficult economic time. On the other hand agencies’ market is frightened by the complexity

required by this kind of operation so we need to put in place skills ranging from marketing to storytelling and distribution. Instead, there is a strong interest about this topic on the

part of TV networks but, at the moment, without an ad hoc regulation.

We led audience to the content by POP and ATL adv, including teaser banners.

The platform worked as media as well as content, generating 243.905 views of the site and 6673 views of the docufictions, while the TV commercials have been viewed 3812 times online.