Brands have an ever-present opportunity to create content that audiences will engage with, even become immersed in, but they’re typically turning to TV production companies to help create high quality, engaging and entertaining content.
More and more brands are proving that it’s possible to create their own ‘Netflix-style’ binge-worthy content, which customers want to watch and commands their attention. In the advertising arena, ‘attention’ is a diminishing resource in an increasingly cluttered marketing and advertising ecosystem. It matters more than ever, and it’s even harder to achieve.
The very first step in the consumer journey is where evergreen stories or long form content typically live. This level encourages engagement – it’s the place where you ‘suddenly’ find yourself spending time with a brand and its content – without even necessarily knowing the brand beforehand.
This step is an engaging storytelling discipline that leads consumers into the awareness stage. Typically, marketers have been using the top awareness level to generate short-term impressions and data to create followers, but this isn’t the right home for long-form video which has a much longer and more impactful lifespan.
This panel discussion looks at this new trend of brands investing in entertainment – TV series and films – as a way to engage new customers. As a new revenue stream for production companies and TV professionals – how can they maximise on this new trend? What will the impact be of brands funding our TV entertainment? How can the TV industry maintain its gold quality standards? Will most of our TV be paid for by brands in the next 10 years?
Panel:
- David Granger, Content Director, Cinch
- Adam Puchalsky, Global Head of Content, Wavemaker
- Helle Jabiri Falck, Founder and Chief Operating Officer, Biites
- Richard Wilson, CEO at CLICKON
- Katherine Marlow, Senior Linear Branded Entertainment Lead, Channel 4
- Chairperson – Sam Glynne, Head of EMEA, Entertainment and Culture Marketing, United Talent Agency
This session is produced by Victoria Fairclough.
Watch the event below:
Booking Details:
Tickets for RTS members are free but must be booked in advance (please input your membership number when booking). If you do not know your membership number, please email membership@rts.org.uk.
Tickets for non-members are £15.
Tickets are non-refundable. Event Safety
