According to Nick Cohen, Managing Partner and Head of Content, Mediacom, $1.56 billion was spent just on sponsored content in the US. This represents a whopping 39 per cent a year rise. What's more, content is now being consumed across multiple devices and different platforms.
"People's attention is fragmented across different platforms." The old model where you had a discrete number of channels doesn't really apply any more as all of these channels are now connected.
"Brands need to align messaging across different platforms and produce content that people want to share that's related to their passions, hobbies and interests." However, he sees the big challenge is to avoid the potential danger of ‘content blindness' and the need of brands to commit to a long term branded content strategy.
"Brands will only see ROI benefits over a long period of time." Mediacom has recently been working with VW and Abbey Road on a six part music series with Channel 4 and also with Dell in producing a Formula One tech channel with Yahoo.
Mediacom's Nick Cohen was speaking at today's CMA International Content Marketing Summit - Weds 27 Nov.
Full agenda at www.the-cma/summit.
Want to find out more about getting involved in the £4billion Content Marketing industry? Then contact Amanda.burrell@the-CMA.com