• by Ross Fadner , June 16, 2008

Cue another ‘size doesn't matter' reference: AvenueA/Razorfish's Jeremy Lockhorn said it's not about the size of your audience but rather how engaged they are with your brand that matters in matters concerning branded content. For the advertiser, he says it's much more about passion and knowing what's unique about that audience.

Ogilvy & Mather's Joe Frydl didn't necessarily agree. He said that a content creator needs a name, because “a key, key part of the whole thing is packaging in order to stack the deck.” Not having a name creates an uphill battle, as a branded content execution is already a risk for most brands.

Digitas' John McCarus responded to that claim by saying he'd take a content creator with a small, dedicated audience over an established TV team creating branded content any day. History shows that bad professionally produced content online video goes nowhere.