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  • Writer's pictureJulia Campbell

The content marketing opportunity for emerging video platforms

Updated: Jun 14, 2021

There are no new ideas, but there are some great ones we need to reimagine, including integrating products and sponsors into compelling video.

And there is a good reason for that. Some of the best ideas have been around for decades. The reason they have lasted so long, is because they are so effective. The Andy Griffith show ended every episode with an extra segment that highlighted Sanka coffee or Post cereal. New idea? No, but effective.

Need a quick TV break to do a little product integration research? Check out the Andy Griffith clip below.

Where will we put new content marketing videos?

Borrell Associates released data during the COVID-19 crisis last summer that showed the top two mediums advertisers were buying.

Number one was OTT and streaming video and number two was content marketing. There is power in combining those two methods, which is why we're building and witnessing more opportunities maximizing both areas.

Borrell Associates also recently measured a variety of mediums used for content marketing. The businesses surveyed placed informational videos at the top of the pile for effective content marketing strategies.

“The beauty of developing a video marketing plan is that you are making it easier for the viewer to be exposed to the information you are trying to communicate.” - Chris Sandoval

Why does branded and sponsored content work well with video? Video creates a powerful storytelling opportunity to reach audiences with sight, sound, motion and emotion. Video is an extremely effective storytelling and communication method. As Michael Litt, co-founder and CEO of Vidyard, explains in the graphic below, "the play button is the most compelling call-to-action on the web."

This is why we see video as an enormous opportunity for advertisers to share their message, engage your audience, and most importantly, "stop interrupting what people are interested in and BE what people are interested in." - Craig Davis

Excellent examples of branded content video

The Creative Lab at McClatchy did an incredible job relying on the power of video storytelling in their Driven to Dance series, sponsored by an automotive group and promoted across social media platforms. The series gave the sponsor the opportunity to connect their brand to a powerful story of inclusion that connects with viewers.

KSL-TV was wise to partner with a local ski organization and an auto dealer to create its informative and educational video series, "Learn to Ski with Max & Andy." The series offered helpful tips for beginner skiers with careful product placement among the scenic location.

Where is the opportunity with emerging video platforms?

We know we need to better utilize video content for advertisers across emerging platforms. We see opportunities in several spots. First of all, there are no rules in the wild west of OTT, CTV and streaming platforms. We can explore longer-form messaging, unique product integration and new technologies that integrate new branding options and innovation. There is magic in these new platforms and we need to expand our planning and advertising solutions beyond the :30 spot or the simple sponsorship. We need to build something better for the next generation of television.

What's the next area of opportunity? There is a massive amount of open commercial and content inventory on these new platforms. It is ripe for experimentation and thinking differently. While we have holes open for us to fill, let's find better ways to fill them.

The Branded Content Project has :30 videos available to accompany our Active Aging and Finances FYI lifestyle series, like the example seen above. These spots are perfect for OTT, CTV, social, commercial inventory and everywhere else you run video. These videos stand out because they are informational, educational and engaging, while connecting a brand to your target audience.

We should work harder to innovate the inventory available because we hate slate. And every time we see the empty slate in an OTT commercial break or watch the same spot run 3 times in a row, we should ask ourselves what we can do to improve the user experience. How can we build something better for audiences and advertisers?

But a bug won't be big enough. We need to think about deeper content integrations for our sponsors on next generation platforms. Think bigger, better and bolder.

So now what?

It's time to take innovative steps forward. It is time for bold moves and experimentation. It's time to think of unique integration, exciting new ways to involve advertisers and brilliant methods to engage audiences.


Want to get started with a strategy?

Looking for video ideas and curious what other media outlets are doing to explore emerging platforms? We have solutions that may be the first step to building a new video strategy. Join our cohort groups and learn from teams who are exploring new ideas for new platforms. Or learn more about products we're building to help you create new initiatives for emerging opportunities.

Let's get you involved. Contact us at


The Branded Content Project is designed through a strategic partnership between the Local Media Association, the Local Media Consortium, and the Facebook Journalism Project to help facilitate additional growth, engagement, and revenue success for more publishers of all shapes and sizes.

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