24 Jan '12, 3pm

The Future Of "Branded" Content - Katalyst Media Launching YouTube Channel

The Future Of "Branded" Content - Katalyst Media Launching YouTube Channel

I had some questions prepared for Katalyst Media president, Anthony Batt, but once he started giving me background on the company and what they do, I almost didn't need to ask them. It's clear that Katalyst is serious about making content for brands that eschew traditional advertising methods, that a story comes first before the brand name. Batt has even moved on from the term, "branded content," because it's "too on the nose." He thinks of "branded content" as something from the nineties, that what we're focusing on now is "amazing content," something that a brand creates for a target audience that is compelling first and foremost. The brand, meanwhile, gets rewarded for being associated with that content, depending on if they're reaching the right audience.

Full article: http://www.reelseo.com/katalyst-media-youtube-channel/

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