Branded content may be all the rage, but publishers and brands alike should be wary of creating it just for the sake of creating it. You might get your branded message out there, but at what cost, asks Rich Antoniello, CEO of Complex Media.
“Be very careful about what metrics you use to judge it,” Antoniello said in a panel discussion at the Digiday Publishing Summit in Miami today. “You give a millennial male a poor experience, have fun getting him back.”
Watch Antoniello discuss branded content with Digiday’s Josh Sternberg (who is not a millennial male) in the clip below:
.
More in Marketing
Future of Marketing Briefing: Memes used to be a joke. Now they’re a strategy
This Future of Marketing Briefing covers the latest in marketing for Digiday+ members and is distributed over email every Friday at 10 a.m. ET. More from the series → Last month, a U.S. Special Forces soldier was indicted for insider trading — not on stocks, but on a prediction market. He had detailed knowledge of […]
Digiday+ Research: Marketers’ AI use rises, but tech skills stall
Marketers’ adoption of AI technology has risen significantly in recent years, but training employees on using these tools lags behind overall adoption.
Possible expands to Lisbon in 2027, keeping its focus on marketing, tech, culture and creativity
Digiday caught up with Carolina Cespedes of GoGo Squeez, Remy Stiles of agency Kepler and Oz Etzioni of Clinch, as well as Possible’s co-founder and owner.