Brands know that paid media and advertising are one of the surest paths to growth, but brands looking to “cross the chasm” or create a step change in revenue need specific paid media and advertising strategies that address their needs specifically.
For digital/service/platform/entertainment brands the world of media is very different than store-distributed products. Instant accountability can often lead to a short-term or lower funnel mindset. But as with most brands, success comes quickest with a combination of media channels and strategies.
Most entertainment brands I have worked with suffer from an identity crisis: How much to brand their platforms or networks vs. support for individual titles. Paid media can help.
