In this session...
Nate Scott, Vice President of Sports and Events Strategy at Gannett | USA TODAY Network, will discuss how media companies and marketers are navigating the new multi-platform world, which demands authenticity, entertainment and fun to connect with users. Yet there is still a strong urge for scaled content that is ethical, honest, and brand safe. The challenge: How do we find the sweet spot?
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There is a new frontier in media exploring the ideas of ethical coverage vs. authentic coverage, and what that means in a multi-platform world. Can an Instagram Reel be both fun, authentic to the creator, and journalistically rigorous? Can you create ethical, honest content that you’d still want to share with your group chat? As marketers look to align with emerging media and new creators, they are constantly managing the push-pull between content that is engaging and content that is brand-safe. For media companies, the challenge will be learning how to create content (along with events, experiences, and interactive media) that is both, and then bringing in new audiences in the process. In this discussion, Nate Scott of Gannett | USA TODAY Network will outline how their nationwide network of diverse media properties is navigating this new world, and where they’ve found successes and failures.
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What You'll Learn from This Session...
- Media and entertainment companies are finding new audiences with fun, multi-platform stories … without compromising integrity.
- This sweet spot -- media which is both authentic and ethical -- is where marketers will find content that is both engaging and brand-safe.
- Media companies are also meeting brands where they are in the process, by growing capabilities scale, live activations, and content that captures users at different stages of the funnel.
