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Eventually there will become a tippling point where the penny will drop around the real value and power Branded Content delivers way beyond traditional media valuation. I suspect this is when those pre-recessionary Marketing Budgets and risk takers return back to the marketplace and BC becomes the norm centrepiece of every campaign. It’s not quite there yet but the green shoots can be seen. The next 5 years will also see greater joining of the dots between the linear and non-linear world where Branded Content campaigns transcend TV, Online, Social, POS with the overall activation far greater than the sum of its parts.

Jason Hughes, Head of Branded Content & Product Placement, Sky MEDIA

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