Save 50% on a 3-month Digiday+ membership. Ends Dec 12.
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
In Graphic Detail: Here’s what the creator economy is expected to look like in 2026
Digiday has charted its expected revenue, key platforms for creator content as well as what types of creators brands want to work with.
Ulta, Best Buy and Adidas dominate AI holiday shopping mentions
The brands that are seeing the biggest boost from this shift in consumer behavior are some of the biggest retailers.
Future of Marketing Briefing: AI confuses marketers but their own uncertainty runs deeper
That was the undercurrent at this week’s Digiday Programmatic Marketing Summit in New Orleans.