The blurring of boundaries caused by the rise of branded content renews the focus on quality content, say speakers. Sarah Shearman reports from Las Vegas.
Marketing and content creation are merging, but consumers are still savvy enough to tell the difference, according to a panel at International Consumer Electronics Show (CES) 2015.
Speaking at the OMD Oasis event in Las Vegas on 6 January, Rick Holzman, general manager and EVP, Animal Planet, said that consumers are able to differentiate between branded and non-branded, because, “We have been marketed to all our lives.”
“Getting the right message in the right media isn’t an ad. It is not something other, but part of the experience,”
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