Jeremy Lockhorn of Razorfish, Nick Palazzo of Stack Magazine and Todd Anderman of Hachette Filipacchi Media discuss branded versus user-generated content, the value of pre-roll and video overlays, and how to turn magazine audiences into video audiences. Panel was moderated by Steve Smith, Digital Media Editor of MIN.
Some of their VlogViews:
Jeremy Lockhorn, Director, Emerging Media & Video Innovation at Avenue A-Razorfish:
“Part of the larger complex of social media is I don’t have much control over my brand or what people say about my brand in these environments. As long as they figure out that out and embrace that strategy, I think your starting to see more acceptance of user generated content.”
Todd Anderman, Senior Vice President of Digital Media, Hachette Filipacchi Media:
“As publishers, your sites are professionally produced sites to the advertiser. The question is, what is the mix of content you put on your site? Do you put all of your efforts into professionally producing content, or can you create a hybrid on a branded site is both user generated and professionally produced?”
Nick Palazzo, Co-Founder and CEO of Stack Magazine:
“Context is important to user generated content. Formats are pretty important. Pre-roll is maybe more important for professionally produced content. But some of the overlays technologies might be more appropriate for user generated.”
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