“More and more, marketers consider themselves brand storytellers. And at this point in the maturation of branded content, most of the energy seems to be focused on the creative—the sexy, award-winning side of the story. But can creativity alone move branded content into a full-grown piece of every marketer's channel strategy?”
This is the question posed in a recent article featured in Ad Age, written by Dan Reiss, EVP Content Partnership and Co-head, Turner Ignite. Creativity is often the focus for marketers and advertisers, as every brand wants to deliver the “next big thing” or the activation that’s “never been done before.” But, as Reiss intimates, the creativity tunnel-vision could prevent marketing teams from truly building a diversified marketing mix.
if a tree falls...
The key takeaway from Reiss’s perspective is the potential for inspiring, award-winning creativity to never even reach the target. “All that creative energy is wasted if a great piece of content goes unseen,” he says.
Therefore, as brands and agencies continue to push for new ideas, new concepts, and never-before-seen creative, the ability to reach the right audience, at the right moment, and in the right state-of-mind has become vital. The InStadium Audience and what the live sports environment does to that audience ensures that the powerful and creative messages are seen and heard.
Our research studies show that when consumers enter the live environment, they enter a state of excitement and attentiveness and become willing to engage and be immersed.
“Above all else, we want to make sure these incredible brand stories reach their intended audiences,” says Reiss.
At InStadium, we know that the live sports environment is one of the last great marketing venues where brands can truly be seen and heard by America’s top consumers.
Reach out to us today to start build powerful and memorable brand breakthrough in front of your best customers.
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