Here is our weekly feature in which we share the top articles we enjoyed.
- iMedia Connection, Overcoming the challenges of branded video content by Lori Luechtefeld (@loriluechtefeld)
The article discusses how the marketing landscape has shifted from a model based on interruption to a model based on choice. The voice in the old marketing model belonged to the brands, particularly the ones that spent the most money. Today, the voice belongs to the consumer, as they choose which brands they want to engage with. Branded video content revolves around a paid-to-earned ratio; the larger the earned audience, the more efficient the marketing. This article discusses and addresses hurdles faced with branded video content.
We also found these articles interesting:
- ReelSEO, The Mekanics of Storytelling for Branded Social Video Ad Campaigns: Interview with Mekanism by Mark R. Robinson (@MarkRRobinson)
- GigaOM, How better location data could mean more-targeted mobile ads by Derrick Harris (@derrickharris)