Brands invest in miniseries to
prolong mobile engagement
Long-form video content involving miniseries
on YouTube is a rising trend for brands such as Kohl's and Denny's to extend
their online and mobile presence.
Brands such as Kohl’s, Mondelez,
Denny’s and more are putting forth extra effort to design interactive series
across a range of lengths in order to attract younger generations that thrive
on smartphone and tablet usage. By incorporating its products into the making
of these films, brands are able to further push their content in entertaining
ways to drive interaction from consumers.
“Marketing is transforming into
longer forms of content, and brands are really channeling longitudinal
efforts,” said John SanGiovanni, co-founder and vice president at Zumobi,
Seattle. “In earlier days, brands focused on solely reaching frequency, but
now, the concept of longitude is growing.”
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