In today’s short-attention span digital world, consumers increasingly scroll past or ignore traditional display ads. To re-capture eyeballs, advertisers from all industries now spend over $44 billion each year in “content marketing” – integrating their brand story into entertainment content, web video series, media publications, and social media posts that are more organic and feel less like advertising. Brand integration projects also provide new revenue streams for media outlets and producers who get paid by advertisers to create and distribute the content.
But branded content also creates litigation and regulatory compliance risks. This interactive session will help both advertisers and content creators navigate exposure risks in this brand new world, including:
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:
Digital platforms are effective ways to reach children, market products, distribute content, provide interactive services, and offer games. But this demographic market is not child’s play and requires attention to unique sensitivities. Panelists will discuss unique challenges when conducting business related to children online, including:
The fight for equality has moved online, as anti-discrimination 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:
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, to authorize new fee charges to your credit card, and 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 myriad 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:
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 personal shoppers. This new frontier will continue to expand – as technological leaps will bring AI-powered autonomous vehicles, autonomous construction machines, smart contracts, stock trading prediction systems, supply chain management, medical diagnostics, and countless more applications. Become better prepared for the mind-blowing AI era by learning about: