R[E]D – Research : Emotion : Design

A Brand Research and Development Strategy Firm

Beware the Branded Content Bubble

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Branded content may be all the rage, but publishers and brands alike should be wary of creating it just for the sake of creating it. You might get your branded message out there, but at what cost, asks Rich Antoniello, CEO of Complex Media.

“Be very careful about what metrics you use to judge it,” Antoniello said in a panel discussion at the Digiday Publishing Summit in Miami today. “You give a millennial male a poor experience, have fun getting him back.”

Watch Antoniello discuss branded content with Digiday’s Josh Sternberg (who is not a millennial male) in the clip below:

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