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Speakers in Miami said brands are now expected to make entertainment rather than buy media around it, and set out practical advice on creators, vertical drama and mobile-first storytelling.
From a vertical Neighbours to brand-funded serialised drama, panellists in Miami told brands to behave like entertainment companies rather than stretch ads across episodes.
NUSA Studios’ co-founder argues that Australia’s ‘My Feed, My Way’ proposal would push brands to make content worth following rather than content built to game a feed.
The launch at the IAB’s first Creatorfronts came as Spotter, The Try Guys, Liquid IV and Dentsu made the case for long-form creator content on the biggest screen.
The investment from S4C Digital Media will fund original IP and expansion while Wander keeps its independent leadership.
