4 trends developing in content marketing in 2015
Trend #2: Brand-safe experiences
Brands are increasingly wary of traditional media
advertising where their content was placed on sites that promised premium
exposure, but too often saw their content distributed across sites with poor ad
visibility or outright click-fraud.
As brands have started to invest in long-form video content,
they have begun either hosting it on their own site (see The North Face) or
placing it on the sites of premium publishers (see Alliance Wake).
This is part of a general trend away from placing content on
social media sites, such as YouTube, which offer brands no opportunity to own
their audience data or retarget the audience without paying advertising fees.
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