In the old days, brands, businesses and anyone else with a message needed a network that captured millions of eyeballs or listeners to help get their word out. They relied on what we now call “interruptive advertising” to air during the most popular programs, be it radio or television. A confluence of changes has flipped that dynamic entirely.
Brands are now in the driver’s seat of storytelling, creating content in-house that is compelling and impactful. Consumers are able to watch, listen to or otherwise consume that content on a variety of platforms and devices, following the brands directly to their channels and handles on social media.
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