Summary
Adoption of unproven formats seems risky in an economic downturn. But Webisodes are emerging as an effective way of engaging online audiences, especially with overall audiences for online video continuing to grow. Although users expect to get the content for free, brands and distribution platforms are beginning to recognize Webisodes' value as tools for driving promotion, traffic, and differentiation of their host sites — opening up new funding models. Consumer product strategy professionals looking to use Webisodes must understand the inherent qualities of the format and the importance of effective distribution and promotion in order to maximize their impact.
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