branded content

The Five Content Archetypes

Today, the talk of the town amongst marketers is the potential for brands to act as publishers and media companies, going direct to their customers or consumers in the fight to earn attention. It's a lofty ambition but worth pursuing as there are three drivers changing how we spend our time and attention.

Continue Reading

2013: The Year Everything Converged


From a media perspective—marketers like to align strategies and tactics along the lines of how things are done at scale. The popular framework goes something like: Paid (advertising), Earned (Word of Mouth), Owned (Corporate) and everything else falls in a somewhat more grey area and from my perspective this is where the action will be for 2013 and beyond.

Continue Reading

Why Tablets Will Lead to Ad-Supported Books

The tablet revolution, by making it possible to place advertisements within digital e-books, is about to change the publishing world forever. Imagine commuting to work while reading The Great Gatsby on your Kindle for free, thanks to the generous sponsorship of a financial services company like Chase. Or, imagine being curled up in your pajamas reading Doctor Zhivago at night, while tiny contextual ads for 1-800-Flowers pop up on your Kindle anytime there's a romantic scene between Yuri and Lara

Continue Reading

Content Economics: A Plea for Scarcity & Exclusivity

Content is King. So said some guy who hasn’t been identified. The guy who said this set off a trend in content creation on a scale that hasn’t been seen before. Everybrand and his dog, cat, meerkat and seagull, are producing “branded content”.
Continue Reading

You Need to Captivate, Not Capture, Your Audience

(NOTE: I originally wrote this article in 2005 and wondering if any of this has changed in 5 years since I originally wrote it. The audience is getting smarter and tougher. We keep talking about transparency and the audience being in control. Well, if we keep telling them they're in control, they're eventually go to expect to me in control. Then what are we going to do?)

Continue Reading

GPS Films

by: David Polinchock

Catching up on my tweets this morning and came across this originally posted by the folks at ydreams (yea, I'm going through their entire twitter feed because they have so many cool ideas listed there!). So here's the deal, it's a location based movie, where your location is both the scene of what you're watching and the trigger for watching the scene. How cool is that!

Continue Reading

10 Ways Your Company Can Use Advergames (Part I)

Continue Reading
Subscribe to RSS - branded content