Moderator: Peter Kim, Senior Analyst, Forrester Research
Panelists: Christian Meyer, SVP Marketing, GSN Digital; John Dukakis, SVP Branded Entertainment, Hill Holliday; Alexandra Levy, Director, Online Sales & Operations, Google; Mike Siegenthaler, Director, Branded Entertainment, Microsoft; Kevin Townsend, Founder of Science + Fiction
As marketers continue to seek out new and innovative ways to connect their brands with consumers, Branded Entertainment has become one of the fastest growing channels. In fact, a recent study by PQ Media, a custom media research company, showed that over 50 billion dollars was spent in 2006 on Branded Entertainment.
But the use of this strategy is no longer just about product placement; it is now the combination of multiple audio-visual programs and a brand. So, how are brands successfully creating entertainment – whether it be video games, music, video or viral programs – to build their image, target audiences effectively and drive sales?
In this forum, attendees will hear from industry experts who will talk about their experiences and challenges and how they are reinventing the world of entertainment, branding and marketing.
Discussion points include:
- What is the definition of branded entertainment today?
- How well does it work compared to other advertising methods? How can it be integrated into other campaigns?
- What steps should be followed to get started on a branded entertainment campaign?
- What are the best ways to measure the effectiveness of your branded entertainment initiatives?
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