Tubefilter’s Marc Hustvedt is heading to OMMA Global up in San Francisco next month to lead a panel all about the big deals in branded entertainment. March 1st. Come join us, kiddos! (it’s free for MediaPost members)
Brands, Content and Distribution: The Holy Trinity in Branded Entertainment
Winning deals in branded entertainment on the web usually entail smart packaging around the “holy trinity” of content, brand and distribution. With the major online networks like Hulu, MSN, AOL and Yahoo competing for seven-figure ad deals, they are turning to a higher caliber of content creators to develop the kind of entertainment content that rivals TV. Recent examples like the Mattel-sponsored ’Genuine Ken’ series is the first half-hour web original on Hulu, and is proving it can compete with its pricier network TV comparables. What’s the state of branded entertainment in 2011? Does traditional celebrity or internet star prove to be more valuable in terms of talent? What kind of ROI are brands looking for now with the latest generation of online series?
