The pandemic’s impact on both broadcasters and the way in which advertising is consumed may usher in a new era of brand-funded content, a new report has found.
In Brand Funded Programming: Why it Matters Now, global media intelligence consultancy K7 Media outlines how Covid-19 has accelerated a change in attitudes among broadcasters, many of whom now view brand-funded content as a necessity.
According to the research, which features interviews with 26 top industry experts from around the world, many brands have been forced to slash their marketing budgets as a result of the pandemic – with brand-funded programming stepping in to fill the void.
K7 identifies the Australian and New Zealand markets as having been among the quickest to adopt the practice, due in part to a lack of restrictions such as those seen in UK, where Section Nine of the Office of Communications Broadcasting Code states that broadcasters must...
In Brand Funded Programming: Why it Matters Now, global media intelligence consultancy K7 Media outlines how Covid-19 has accelerated a change in attitudes among broadcasters, many of whom now view brand-funded content as a necessity.
According to the research, which features interviews with 26 top industry experts from around the world, many brands have been forced to slash their marketing budgets as a result of the pandemic – with brand-funded programming stepping in to fill the void.
K7 identifies the Australian and New Zealand markets as having been among the quickest to adopt the practice, due in part to a lack of restrictions such as those seen in UK, where Section Nine of the Office of Communications Broadcasting Code states that broadcasters must...
- 2/11/2021
- by Sean Slatter
- IF.com.au
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