CTV and Branded Content Offer New Opportunities for Molson Coors Beet.TV [Video]

CANNES — As younger audiences increasingly turn to ad-supported CTV platforms for their content, marketers are taking notice.

For brewing firm Molson Coors, the shift to CTV is about more than just following the consumer. It’s also opening up new possibilities for branded content partnerships that go beyond traditional advertising.

“CTV is obviously beyond a new trend today. It’s now I would call the mainstream play, especially where younger consumers consume content,” says Brad Feinberg, North America VP of Media & Consumer Engagement at Molson Coors, in this video interview with CIMM MD Jon Watts for Beet.TV.

Branded Content Offers Deeper Engagement

Feinberg sees particular potential in partnering with CTV platforms to create original branded content. As these platforms look for ways to differentiate themselves with high-quality programming, they are increasingly open to working with brands to fund and develop new series.

“More and more of the CTV companies are looking for brands to help …