Understanding the Pitfalls and Potential of Branded Entertainment

In his just-published book, 'Madison & Vine: Why the Entertainment and Advertising Industries Must Converge to Survive', Ad Age Editor Scott Donaton explains and documents the movement toward branded entertainment:

In the convergence of Madison Avenue and Hollywood, there is a very real danger that content will be developed first and foremost with an advertiser's needs in mind, and will only then seek an audience.

Many marketers' motivation for gaining creative input into story lines and media content is not to have a more engaging dialogue with consumers. Instead, they are motivated by the fear that digital video recorders will make 30-second ads obsolete. How do you connect to consumers who can give you a brusque technological brush-off?

Read the article: www.adage.com

Buy the book: www.amazon.com