MERGING MEDIA: Brand-created experiences help build consumer engagement

TORONTO - The global branded entertainment marketplace is gaining traction as content is better integrated into entertainment platforms that consumers want to watch, says a new study from the Canadian Media Production Association (CMPA).According to The Future of Branded Entertainment, the final white paper in a three-part series, this shift is driven by recurring themes of convergence, the blurring of the lines between brand marketing and storytelling, an increased use of video, and an emphasis on experiential, authentic content.Written by Catherine Tait of Duopoly, the paper examines where the branded entertainment industry is headed and explores some of the industry’s...