In today’s digital world, consumers increasingly ignore – or are not even exposed to – traditional advertisements. To recapture eyeballs, advertisers from all industries have turned their attention to “branded content" – integrating their brand story into entertainment content, media publications, social media posts, and events that are more organic and feel less like advertising.
Branded content provides new revenue streams to media outlets, production companies, and studios and can help strengthen the connection between brand and consumer. But such content also creates litigation and regulatory compliance risks, as well as the potential for consumer backlash. This interactive session will identify the risks of creating or sponsoring branded content and will provide practical guidelines for both content creators and advertisers, including:
PANELISTS
While subscriptions have long been available for physical products and analog services, digital platforms have sparked a rise in the “subscription economy.” Businesses increasingly seek to engage customers in long-term relationships for digital content and services. By securing consumers into monthly or annual subscriptions, companies generate recurring revenue for digital content (print publications, music, television programs, and motion pictures) and technology services (interactive games, software, applications, cloud storage, and mixed delivery/e-commerce packages such as Amazon Prime). These services typically ask consumers to agree to auto-renewal provisions and to authorize new fee charges on your credit card to automatically renew each month, year, or other defined period. But companies need to carefully provide adequate notice to consumers of the renewal terms, which trigger a myriad of federal and state laws and can expose subscription providers to government investigations and class action lawsuits. In this session, advertising law and consumer-protection experts will guide you through:
The push for equality has moved online, as anti-discrimination and employment-related laws are now being applied to operators of websites, mobile applications, and sharing and on-demand economy platforms. Two issues confronting the digital world are
In this thought-provoking session, leading experts will discuss these equality challenges and
Artificial intelligence (AI) and machine learning are no longer a sci-fi fantasy. Their era has arrived with computer systems already performing tasks that normally require human intelligence – such as virtual personal assistants (like Alexa on Amazon’s Echo device), newswriting bots, and automated digital shoppers. This new frontier will continue to expand – as technological leaps will bring AI-powered autonomous vehicles, robot interviewers, fraud detection, smart contracts, medical diagnostics, and countless more applications. Become better prepared for the mind-blowing AI era by learning about:
Music makes the world go 'round – including in digital worlds. In every industry sector, companies increasingly face music-usage issues as they create more digital video content, live-stream events, and run promotional campaigns. But music licensing can be confusing, raises new complexities in the digital age, and has triggered numerous lawsuits. This session will help you better understand music licensing and avoid legal battles by covering:
An interactive roundtable of thought leaders will close the day at DOWNLOAD. Hear professionals from diverse industries talk about how latest digital trends affect their industries, transform their business models, and provide new revenue opportunities.