By John Malone, chief creative officer, CNN International Commercial
Branded content has taken many forms since we set up CNN’s first branded content studio 16 years ago. Back in 2007, it was undefined, and most publisher and brand co-created content drifted from traditionally produced advertorial to something akin to traditional advertising. This was in part influenced by the platforms, as most of our campaigns were made for our linear channel and the style inevitably felt more like something an ad agency would make than a publisher. The other influencing factor, or lack thereof, was measurement. We had limited ways of measuring audience engagement so our creative decision-making was b
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
