[itvt] is pleased to present video of the TVOT NYC 2016 session, "The Rise of Branded Content and Influencer Marketing." The session was described in the show brochure as follows:
"It's no secret that branded content and influencer marketing are playing an increasingly important role in the social-video economy--and the past year has also seen several established television players--including, among others, Turner, A+E and 'Saturday Night Live'--announce major branded-content initiatives. This session will bring together representatives of several companies at the forefront of branded content and influencer marketing, in order to identify the most important things that agencies, brands, creators and other interested parties need to know about this emerging space.
Topics to be addressed include: What are the pros and cons of the various social-video platforms--and the various genres of social-video programming--for influencer marketing and branded content? What regulatory pitfalls does this new industry face? How exactly does a piece of branded video programming 'go viral'? How to determine which influencer's public personality and audience demographics will prove most effective for marketing a specific brand? And how to ensure that branded content and influencer marketing--which are frequently targeted at sophisticated digital-native audiences--are engaging and entertaining, and not perceived by their targets simply as thinly disguised advertising?" Panelists included: