Watchable Brand Criteria

Imagine a carousel where the audience moves in a continuous circle. This motion mirrors the act of scrolling, emphasizing that audiences are not passively waiting for your content; they’re actively engaged, circling round and round. As they experience the changing landscape—metaphorically representing the various screens and live events around them—they are bombarded with a multitude of messages and experiences. People aren’t waiting around for content; they may take note of what catches their interest, remembering it for the next time around when they choose to connect or engage. Each ride presents a whirlwind of information, making it crucial for advertisers and brands to create compelling content that captures attention quickly. Whether day or night, this dynamic interaction highlights how watchable brands must adapt to satisfy the audience’s desire to be seduced by story and entertainment.

Episodic and Serialized Content: Brands that create engaging, ongoing narratives that compel audiences to return for more.

Always-On Editorial Calendar: A consistent flow of content that keeps audiences engaged year-round, tapping into cultural moments and trends.

Brand Programming Based on Connected Customer Journeys: Tailored content with CTA’s (call to action) at every touchpoint, delivering on immersion, foresight, and personalization.

Emphasis on Storytelling: Powerful narratives that create emotional connections, turning casual viewers into loyal fans.

Leading Culture, Not Following It: Brands that take initiative in shaping cultural conversations, positioning themselves as trendsetters rather than followers.

The most watchable brands are committed to the place where their DNA meets the needs of their audiences, emphasizing humanity with every interaction.  

Want a primer on Watchable Brands? Get it here.