Posted by Stephanie Startz on November 25, 2009 07:01 PM
The media landscape has abruptly changed. Magazines have shuttered, newspaper circulation has dwindled and viewers have tuned out broadcast television. Where are brands to turn now that the established advertising channels have dried up?
To the Internet, of course, where they’re creating their own content to advertise around: web series.
Web series – online shorts created for advertisers, also known as webisodes and branded entertainment – are having a great year. Brands like Ikea, American Family Insurance, Sara Lee, Hidden Valley Ranch and Maybelline have flocked to the trend, reaping positive results.
The notion is not completely new, harkening back to the early days of entertainment and radio and television shows sponsored by a sole brand. Today, what has changed is the extent to which brands are involved in the creative process.Continue reading...