The first Branded Content Summit was held at the Toronto Board of Trade and it was clear there is a renaissance in the field. Justine Batemen, described the en masse shift into branded content method — the integration of commercial promotions directly into production – as reflective of early television and radio shows.
While traditional broadcast media was present at the Branded Content summit, there was an overwhelming presence of online media, specifically online video.
There was some tension present between representatives from the television world and online video, primarily in the world of statistical measures. An Ipsos Reid study from March, 2010, was brought-up showing that Canadians for the first time used the web more than they watched TV. Paul Street, director of research at CTV, explained that is simply not true and TV vs. online video is not a zero-sum game.
The shift towards online video content was clearly the standout focus of the summit. Ashkan Karbasfrooshan founder of WatchMojo.com gave some great insight about how “content is king and distribution is queen,” when it comes to online branded content. He mentioned that he was more than willing to share his PowerPoint deck filled with related research but was unable to find the opportunity to do so during the summit.
Ashkan provided Techvibes.com with the PowerPoint deck, which can be downloaded HERE.
For all those who missed the Branded Content Summit and are interested in emergent media platforms, you should certainly try attend the Cross Media TO.