Branded content is getting to be a real scene

Matthew Schwartz

The uptick in digital video and the decline in TV signals a shakeup to the marketing supply chain that branded studios can address, especially as the needs of CMOs change and the nature of the brand/consumer relationship evolves.

Legacy media companies like Bloomberg, the New York Times, and the Washington Post were among the first to launch digital content studios as their print advertising started to deteriorate and clients demanded more creative ways to reach consumers. Now brands are following suit amid the growing popularity of ad-free platforms and the death of interruptive advertising.

Corona is among the latest to join the fray, rolling out Corona Studios late last year to produce content encompassing travel, surfing, sustainability, and other passions of the beer brand's consumers.

The studio, with 11 full-time staffers, kicked off with Free...

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