New York, NY, January 7, 2020 – R/GA VP, head of media, Ellie Bamford recently spoke to Garret Sloane from Ad Age for an article about the future of episodic content. The article announced a new IGTV series starring former First Lady Michelle Obama. ATTN worked with Obama’s nonprofit organization Reach Higher to create the series. To reach younger audiences, the media company launched on IGTV. While Instagram offers both Stories and IGTV for video content, it prioritizes Stories because of its popularity. This is why Ellie argues brands should advertise on Stories first, as its popularity supersedes that of IGTV.
This could, however, be a shift in the market if ATTN manages to demonstrate IGTV’s potential – argues Ellie – not necessarily as a standalone product but as a platform for episodic content, like Obama’s upcoming show. Given ATTN’s strength in content creation, Ellie believes they could demystify the opportunities IGTV offers.
Continue to Ad Age to read the full article.