Irvine: Make It Compelling
Brands like YouTube, Old Spice and Red Bull are creating slick, engaging digital advertainment. But Vibrant Media CEO Cella Irvine says such content must also be viewable in a sea of stuff consumers get -- images on mobile sites and apps on their phones, etc. "All of these become contextual branded content and advertising opportunities. It’s time for brands to be focused where consumers are focusing their attention: the edit well."