Why Don’t People Watch Most Branded Content?
Session Overview
The way brands communicate through video is changing. As the lines between advertising, entertainment, documentaries and short-form content continue to blur, audiences have become much more selective about what they choose to watch.
If branded content is entertaining, people will actively seek it out. If it is not, they will simply scroll past it.
This session brings together different perspectives from the people who plan, create and distribute branded video content. Together, they explore what makes people keep watching, how brands and creators can work together, and what defines a truly effective branded video today.
Key Topics
- How to create content that leaves a strong brand impression without looking or feeling like an advertisement
- How brands, production teams and creators can collaborate effectively
- How to measure the impact of branded video beyond views
As the boundaries of video content continue to blur,
branded videos also need to be entertaining enough
to earn people's attention.
The true measure of a great branded video goes beyond views —
it starts with its ability to make people want to keep watching.
Speakers
She is building an IP-driven approach that allows branded content to accumulate as a long-term brand asset rather than disappear after a single campaign.
Her work also focuses on how in-house teams can secure greater ownership over content execution and build sustainable systems for continuous content creation.
He currently leads branding initiatives at Yeogi Eottae, working across brand campaigns, IP-based content and original projects to create new ways for consumers to experience travel.