We’re approaching a tipping point where the rule of content as autocratic king is nearing its end. Not to say that content won’t continue to rule, but I think we’re going to see a more democratic approach to consumption, where there will be more voices at the table.
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We don’t believe that the vision of big, immersive, interactive video experiences is dead. In fact, Multipop is bullish on the market. We think the market is ripe for someone to come forward and bring an interactive, entertaining solution that works across all devices, adds value to the viewing experience, and supports brand partners.
When you're taking the leap into branded partnerships, it makes sense to look holistically at the entire partnership and see how and where you integrate your brand into the content. There are good and bad ways to do it. Here, I'll explore Acura's sponsorship of Comedians in Cars Getting Coffee on Crackle.
The trend of the marketplace is TV everywhere. What they are really talking about is mobile phone usage and over-the-top (OTT), the ability create content networks that skip cable operators and go directly to consumers. The audience using those devices are expecting engagement. Check that - they crave it!