Yes; these days, brands are enthusiastically creating\u00a0“content”, the material publishers used to call editorial, in a bid to blend in and\u00a0influence consumers.<\/p>\n

But what is the real place of “content” in a marketer strategy? And are they prepared to to the next step – to create content that’s so good people would pay for it?<\/p>\n

If brands really want their content to be consumed, should they aim for standards so high that their work demands payment? It’s an interesting notion – one OMD chief innovation officer Ben Winkler shared\u00a0a Beet.TV discussion panel.<\/p>\n

“In the end, there\u2019s only really two kinds of content – you either pay for it or you don\u2019t,” he said.\u00a0“When clients talk to us about creating content, I say, \u2018Are you willing to put the time, investment and resource in to creating content that people would pay for?\u2019<\/span><\/p>\n

“I say, ‘Think about the kinds of content that you pay for – HBO, Netflix, sometimes even New York Times’. \u00a0<\/span>Then they tend to back off a little bit – they go, \u2018Okay, maybe we\u2019re not ready for that\u2019.”<\/span><\/p>\n

Fellow panelists Jordan Bitterman and John Montgomery said they think data can fuel creative renaissance for advertisers.<\/p>\n

“(Data) can be reinvested back in to some sort of creative product,” saidMindshare NA chief strategy officer Bitterman. “<\/span>We have a lot of white space left in which we can create great content due to data.\u00a0<\/span>We\u2019ve just hit the tip of the iceberg on this.”<\/span><\/p>\n

GroupM Connect NA chairman Montgomery added: “<\/span>We can use data to tell stories. We know who\u2019s seen episode one of the ad – we can serve episode two or three. We can tell much longer stories.”<\/span><\/p>\n

They\u00a0were\u00a0questioned by\u00a0Tobi Elkin.<\/span><\/p>\n

 <\/p>\n

This video is from\u00a0Media Future Conversations 2015: Unblocked – Valuing Human Attention In A Content-Driven World<\/a>, an event\u00a0presented by true[X] in association with\u00a0Beet.TV \u00a0Please find more event videos here.<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Yes; these days, brands are enthusiastically creating\u00a0“content”, the material publishers used to call editorial, in a bid to blend in and\u00a0influence consumers. But what is the real place of “content” in a marketer strategy? And are they prepared to to the next step – to create content that’s so good people would pay for it? […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5464],"tags":[5287,5265,3098,3147,3192,3433,4511,5256,5480,2782,2977],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/36006"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=36006"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/36006\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=36006"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=36006"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=36006"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}