Staff Reporters
May 19, 2016

MARKETERS FORUM: Branded content is good, but not a silver bullet

Fears of ad blocking and the rise of advertising aversion have helped build the hype around branded content. But is it effective enough to be marketing’s legendary silver bullet?

CW from top left: Sloan, Pena, Bell, Wong, Chew

Dan Sloan
Editor-in-chief
Nissan Global Media Centre

Branded content has produced undeniable successes in the last few years both for corporates and media, becoming another essential marketing communications tool, backed by ROI analytics.

But just producing stories or campaigns does not ensure audience. In the absence of an effective distribution strategy, if you build it, they may, or may not, come.’ Even great content with an authentic voice...

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