How Brands Are Taking Control of Their Narratives and Reinventing Storytelling

They decide when, how and where their consumers will view their content

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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.

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This story first appeared in the November 12, 2018, issue of Adweek magazine. Click here to subscribe.