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The Evolution of Content Consumption

The Evolution of Content Consumption

Maria Garrido

Maria Garrido

January 3, 2019

Consumer habits and expectations keep changing, and that's good, says Maria Garrido, CEO of Havas X.

Audiences, more than ever, are demanding content from brands that move beyond traditional television commercials and even the similar storytelling that is so often shared on digital platforms. In fact, a 2018 Meaningful Brands global study found that 58% of the content that brands produce is not relevant and 60% of TV content isn’t meaningful.

It’s true boosting consideration among audiences who flat out resist traditional messaging is a challenge. But that doesn’t mean it’s impossible.

No matter the source of the content, audiences want to be immersed and entertained. That’s why branded entertainment is based on a different model, one with few if any interruptions, increased interactivity, more authenticity, and replete with relatable, relevant, and meaningful messages.

Disruptive media outlets like Facebook, Amazon, Apple, Netflix, and Google have mastered this model by reinventing the way people consume content.

 

Read the full article.

Audiences, more than ever, are demanding content from brands that move beyond traditional television commercials and even the similar storytelling that is so often shared on digital platforms. In fact, a 2018 Meaningful Brands global study found that 58% of the content that brands produce is not relevant and 60% of TV content isn’t meaningful.

It’s true boosting consideration among audiences who flat out resist traditional messaging is a challenge. But that doesn’t mean it’s impossible.

No matter the source of the content, audiences want to be immersed and entertained. That’s why branded entertainment is based on a different model, one with few if any interruptions, increased interactivity, more authenticity, and replete with relatable, relevant, and meaningful messages.

Disruptive media outlets like Facebook, Amazon, Apple, Netflix, and Google have mastered this model by reinventing the way people consume content.

 

Read the full article.

She leads Insights-including Meaningful Brands-Analytics, Content Marketing and Innovation across Havas.

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