Writing for Ad Age, Keith Richman spells out three simple but critical steps in getting branded web video content right. Richman cites growing pains from early high-profile efforts that fell flat when they didn’t draw viewers. He blames it mostly on eager marketers overcome by this hot new marketing vehicle on the heels of successes such as lonelygirl15. That eagerness drove some to go too big in the process. However he sees successes this year giving branded content momentum again, and he whittles down the formula for success into three rules covering targeting, budgeting and distribution.
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