Branded Content Summit hits Toronto

by Jonathan Laba

The first Branded Content Summit was held at the Toronto Board of Trade and it was clear there is a renaissance in the field.   Justine Batemen, described the en masse shift into branded content method -- the integration of commercial promotions directly into production – as reflective of early television and radio shows. 


While traditional broadcast media was present at the Branded Content summit, there was an overwhelming presence of online media, specifically online video. 

There was some tension present between representatives from the television world and online video, primarily in the world of statistical measures.  An Ipsos Reid study  from March, 2010, was brought-up showing that Canadians for the first time used the web more than they watched TV.  Paul Street, director of research at CTV, explained that is simply not true and TV vs. online video is not a zero-sum game. 

The shift towards online video content was clearly the standout focus of the summit. Ashkan Karbasfrooshan founder of gave some great insight about how “content is king and distribution is queen,” when it comes to online branded content.  He mentioned that he was more than willing to share his PowerPoint deck filled with related research but was unable to find the opportunity to do so during the summit. 

Ashkan provided with the PowerPoint deck, which can be downloaded HERE.

For all those who missed the Branded Content Summit and are interested in emergent media platforms, you should certainly try attend the Cross Media TO.

Montréal, Québec, Canada is one of the largest producers, publishers and syndicators of video content for broadband platforms, including the Web, wireless and out-of-home digital video markets. We produce original video programming across the Automotive, Business, Education, Fashion, Film, Food, Health, Music, Parenting, Politics & Economy, Space, Sports, Science, Technology, Travel, Video Game... more

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Jonathan Laba

Jonathan Laba

Jonathan is a technology news enthusiast because tech news is for the most part good news.  While pursuing his culture theory degree from Ryerson, Jonathan worked at top-tier computer and electronic outlets including BayBloor Radio, CPused and Carbon Computing.  During this time he developed his insight and knowledge of the various technical industries.  Jonathan is now a communications and... more

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