In our contemporary world information is reproduced in a really fast pace and, because of that, means of communication suffer great changes. In this scenario of constant dispute for attention, brands need to adapt and find the best way to connect with its consumers. Invasive messages are not well accepted, the multi-screen behavior and the new way of consuming content reduces the consumer s interest for the traditional advertisements, forcing companies to reinvent its communication channels. Emerges, then, the advertainments as an alternative way to bring a richer dialog between brands and consumers. Thus, the main objective of this study is to understand who Branded Content is perceived and who the amount of exposure of the product and/or brand throughout the content affects the consumers.