This session will examine key recent developments in influencer marketing and branded content on social-video platforms, and explore the impact that this burgeoning form of marketing could have on the future of television and advertising in general. Panelists will address such questions as: What are the implications for the space of Facebook's recent news-feed algorithm changes and new policies on branded content? What kinds of regulatory changes might we expect to see going forward, in light of the FTC's stated concerns about undisclosed brand-influencer partnerships? How should brand-safety issues be addressed? How can campaigns combine the strengths of the various social-video platforms? What new technologies, services and metrics are available to link brands with influencers and to enable brands to judge the effectiveness of their campaigns? What are the advantages and disadvantages of developing content for influencers to distribute rather than having the influencer develop their own content? And which large media companies and advertising agencies are eyeing the influencer-marketing space and why? Panelists include:
- Zach Blume, Managing Partner, Portal A
- Eamon Brennan, Creative Director--Branded Content, Collab, Inc.
- Darnell Brisco, VP of Accounts--Social, Fullscreen
- Jon Giegengack, Principal, Hub Entertainment Research (Moderator)
- Kate O'Laughlin, COO, SuperAwesome
- Harvey Schwartz, EVP of Talent, WhoSay