Brand content’s supply and demand dilemmas

Whitepaper Connected Life 2014 | Engels

Introduction


As anybody following events at this summer’s Cannes Lions will have noticed, branded content has already made the transition from latest buzzword to mainstream marketing strategy. Brands, it seems, will divert more and more of their budgets to content, and consumers will grow increasingly accustomed to consuming it. Yet there’s also a growing sense that many brands have not yet settled on the most effective approach to content. And TNS’s Connected Life study reveals that many of the greatest opportunities for brand content are currently overlooked.



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