The media landscape has been in a situation of radical change and alongside of it advertising has been shaken up. Traditional and novel channels form a new world of communication and within this world not only the advertising messages change, but also the patterns of their placements.
By means of trans-media storytelling and cross-links with social media, entertaining brand communication has been able to reach out into inconceivable spheres.
The developments in this field have put the strategies of brand owners and of creative agencies to test. As innovative approaches are consistently in demand, TV executives and web content producers can bring in their expertise in the development and production of serial formats.
But how has our attitude and communicative mindset changed in respect of adverts? Which brands and formats stand to benefit from Branded Entertainment? How does the interaction between different media plattforms work and which structural changes have been made within the companies involved? Which legal challenges need to be faced and what do digital natives expect from modern brand communication and sales messages?
On the basis of up-to-date examples from the national and international market, the German language publication MORE THAN 30 SECONDS outlines with a focus on the German market recent trends and new forms of Branded Entertainment. Backed by numerous interviews with German industry players, it describes in an accessible way varied approaches and marketing campaigns for branded content. A compact chapter on legal aspects tops off this handbook for the media and advertising industry.
From the authors of "More than TV", published in fall of 2011.
Release: 27th of February 2012
Price: 189,- €
Early Bird until 29th of February: 175,- €
„More than 30 Seconds“ and „More than TV“ in a value pack: 310,- €
