Monday, May 21st, 2012
[Business Wire] — Generate CEO Jordan Levin, speaking at a New York upfront conference, today predicted key categories of the branded content market will grow nearly 20% per year through 2013.
Appearing as a panelist at the Media Post’s Outfront Conference in Manhattan, Levin noted the industry is on pace to meet PQ Media projections of a 17.6% projected Compound Annual Growth Rate in product placement and an 18.6% CAGR for webisodes/advergaming, which would include portions of Generate’s multi-platform branded content business.
“The relative value provided by branded content is driving the growth, particularly in instances where advertisers/brands have a multi-dimensional marketing message they want to effectively convey,” Levin said. “Advertisers are seeking higher audience engagement with more customized and targeted content than can be delivered through traditional ad units.”
Levin appeared on the “Advertiser as Programmer” panel moderated by Starcom USA Activation President Mike Rosen. It examined how fragmented and rapidly expanding distribution channels are challenging traditional business models—and how advertisers have a ripe opportunity to fill a void in program creation.
Since its launch, Generate has developed branded content for Ford, Microsoft, Royal Caribbean, Mindshare Entertainment, Ogilvy Entertainment, Johnson & Johnson, Disney, Qualcomm and Unilever, among others.
About Generate:
Generate, a pioneering multi-platform studio and talent management firm that connects advertising, technology and entertainment, stands apart as a full-service integrated media company executing ideas from concept through production entirely in-house. Launched in 2006 by leading media executives from television, film, digital, advertising, production and talent management – including Jordan Levin, former CEO of The WB Network – Generate has created an innovative vertical and horizontal business model designed to marry the best of old Hollywood with the new digital age. The collaborative media company, with offices based in Santa Monica, Calif., and New York City, has become the premier provider of customized branded content across traditional and digital platforms; a developer and producer of fiction and factual entertainment for a variety of distribution outlets; and home to a prolific, ever-growing talent management division.
