Spotter\u2019s recent TV-style upfront-style event<\/a> emphasized the power of a controlled, creator-led environment that\u2019s increasingly reaching people in their living rooms.<\/p>\n\u201cIf I\u2019m sitting and watching a travel doc on YouTube, and I see the same backpack and how useful it is on the person, I\u2019m marking that in my head. That\u2019s the best to me,\u201d Kunken said. \u201cThat\u2019s because that\u2019s actually integrated into the storytelling that exists.\u201d<\/p>\n
Linden Lane declined to share details of its ad-tech, Reel-2-Reel AI, but confirmed it uses an opt-in model to build a curated audience primed to stay within the ad ecosystem. The goal is to build verified fan communities around projects and provide brand partners and distributors with clear demographics and audience metrics that don\u2019t rely on third-party data.<\/p>\n
\u201cSo much of the creator sourcing and review is historically based on organic creator audiences and creator attributes only, so if they can figure out the unlock with first-party data, it would go a long way, especially for marketers who are used to having more data in activations,\u201d said Crystal Duncan, evp of shared services at Tinuiti.<\/p>\n
Barash says there\u2019s potential in this ad-tech model, particularly if it expands into multi-screen environments.<\/p>\n
\u201cCreators don\u2019t just produce content. They produce audience graphs,\u201d he said. \u201cEvery subscriber, follower, comment, and share contributes to a rich signal about who the audience is, what they care about, and how they engage with the content,\u201d he said. \u201cWhen those signals are combined with modern identity infrastructure, they begin to form fan graphs that map how audiences move across platforms, devices, and screens.\u201d<\/p>\n
That data becomes \u201cincredibly powerful\u201d when creator content expands beyond social feeds and into CTV environments,\u201d he added.<\/p>\n
Digital and traditional content and distribution<\/h2>\n
Kunken told Digiday the studio has two silos for content distribution: the independent film studio that is Linden Lane Films, which will release in more traditional places like in movie theaters and streaming platforms, and Linden Lane Labs, which will bring content to the platforms on which creators\u2019 fans are already watching.<\/p>\n
\u201cRather than be hired to star in a film or do a cameo, this allows us a chance to collaborate with Hollywood veterans who can elevate our game and produce content that can garner new audiences worldwide,\u201d said Alan Stokes. \u201cWe get more ownership in the projects, more creative freedom and are supported by some of the best in the business.\u201d<\/p>\n
The Stokes Twins\u2019 YouTube channel heavily features challenges and stunts, but with this Linden Lane partnership, the brothers are considering branching out into new genres \u2014 particularly, horror.<\/p>\n
The company\u2019s indie studio will release two feature-length films (including one from award-winning playwright Richard Nelson centered around J.D. Salinger) in the next two years, but the hope is that the creator-led content will be able to react to trends in real time.\u00a0<\/p>\n
\u201cIt\u2019s far more immediate and responsive, and that\u2019s incredibly exciting\u2026 the content we are going to release for Linden Lane Labs is going to be of the here and now and can happen on our timeline, as opposed to finding a space in the [TV release] calendar,\u201d Kunken explained.<\/p>\n
That fluid timeline could make lining up brand deals easier, as they could plan integrations around tentpole events or holidays, or pull in more evergreen partnerships that have lasting appeal, no matter what time of year. \u201cWe\u2019ve had some really huge discussions already in play with massive brands,\u201d Rothschild said, though they did not reveal specifics.\u00a0<\/p>\n
The Stokes\u2019 appeal is global: They dub their content in 18 different languages and speak Mandarin. \u201cThis provides more value to our brand partners and a larger spectrum in which to reach and engage audiences with successful marketing and distribution campaigns,\u201d said Alan.\u00a0<\/p>\n
The Stokes Twins will start production with Linden Lane Labs this December.\u00a0<\/p>\n
It\u2019s unclear if brands will shift marketing dollars to this kind of creator-led, long-form content just yet, but the media buyers and creator economy experts Digiday spoke to are certainly intrigued.<\/p>\n
\u201cThe biggest thing brands need to see is results, which can be hard to come by when this next evolution of branded content is still nascent,\u201d said Ashray Urs, head of streaming platform Streamlabs.\u00a0<\/p>\n
\u201cHowever, marketers making the case for this new creative engine can start with how creators themselves have mastered long-form\u2026creators know how to capture fleeting attention spans and reel audiences in for the long haul. The goal for marketers is to leverage creators\u2019 artistry and power of engagement to generate cultural capital for their brands. Sometimes, that requires experimentation, like investing in a new piece of culture and seeing where it lands.\u201d<\/p>\n<\/div>\n
Read More<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Linden Lane Films, a self-described\u00a0next-generation content studio, is betting that the creator economy\u2019s next move isn\u2019t more followers \u2014 it\u2019s a full ad business. The new venture is one company, among others, pairing Hollywood talent with top creators and building the ad-tech data layer beneath them to compete for brand budgets that have historically gone […]<\/p>\n","protected":false},"author":1,"featured_media":904203,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1922,22626,104640],"tags":[],"class_list":{"0":"post-904202","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-betting","8":"category-studio","9":"category-youtube-videos"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/904202","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/comments?post=904202"}],"version-history":[{"count":0,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/904202\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media\/904203"}],"wp:attachment":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media?parent=904202"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/categories?post=904202"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/tags?post=904202"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}