The increasing digitalization poses a great challenge for media creatives. Linear content merges with on-demand products, cross- and multi-media extensions and digital applications like games and apps – all of this has sustainable effects on content, storytelling, user behaviour, brand recognition and business models. The Great Branded Content Summit aims to present actual best practices in times of VoD and digital platforms to actively bring together content creators and brands successfully. It shows the advantages of branded content for the advertiser, how unique brand experiences can be created and how brands can be emotionalised. In addition, we discuss the measurement of KPIs and the legal framework of branded entertainment.
Jochen Voß, CrossVoss, Cologne