Advertising and storytelling going digital

This from Sweden, Advertisers Will Pay Up To 40% More For TV Sponsorship Deals Linked To Social Media, Says TV4:

“It means that we need to work with story-telling on digital platforms, and that we need to engage and potentially also reward our users,” she said. “This is obviously very interesting for us, both from our perspective, and also from a commercial perspective, in terms of what we can offer our advertisers on these platforms.”

Lundell said that TV4’s experiments with extending linear TV formats into the social media sphere had shown that “you need to pay more than for ordinary sponsorship – and advertisers are prepared to do that. So, yes, we’re making money.”

The first thing I thought when she said “work with story-telling on digital platforms” was wondering why plots of scripted shows aren’t continued on other platforms. You already see supplemental webisodes of some of your more engaged shows, why not story arcs on Instagram?

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