10:30am
Streaming TV is increasingly being monetized by advertising, as is evidenced by the ongoing growth of FASTs and ad-supported tiers. Yet how can brands get an audience that has grown up with ad-skipping and ad-blockers (according to a survey by Ypulse 69% of 13- to 39-year-olds actually stream content to avoid ads) to watch that advertising? Branded entertainment—historically associated with the early days of television (see, for example, “soap operas”)—has re-emerged as a solution to this problem, with brands such as AB InBev, FootAsylum, Mailchimp, Nike, Saint Laurent, Home Depot and others launching branded-entertainment offerings and, in many cases, even setting up in-house studios. Catalyzing the growth of branded entertainment has been CTV’s support for data-generation, shoppable TV and other interactive enhancements. This session will explore the latest developments in branded entertainment; examine the new programming formats, new interactive experiences, and new business models it is giving rise to; and attempt to predict how this space will evolve over the coming months and years. Panelists include:
