Advertisers! Stop Making Long, Boring Ads Called Branded Content

With DVRs, binge-watching, and other commercial-free viewing opportunities, consumers aren’t watching traditional ads like they used to.

In response, many brands are starting new in-house agencies to produce fresh, innovative work in the form of branded content. But for all the supposed difference between branded content and traditional ads, most brands approach both in the exact same way.

Too many brands see branded content as an excuse to make long, dull advertisements. Then, stuck as they are with a boring product, brands spend substantial amounts of money on a media buy to support these long ads. Success is measured by likes and shares. But that’s not real success; the likes have simply been bought.

Supporting branded content with a media buy is a deeply flawed approach. It’s the equivalent of a movie studio buying tickets to its own film to prove box of