Kardashians brand content, brand channels
Branded Content over Branded Channels from the Kardashians
Celebrities the Kardashians have got a head start on much of the corporate world by launching their own websites and mobile apps that offer both free and paid access http://hollywoodlife.com/2015/09/14/kim-kardashian-website-khloe-kendall-kylie-apps/. Customers and fans will love it, because it’s custom, unique content. So will Google, for those and other reasons. Corporates take note: it’s the model for cutting out the traditional media middle-men and curating your own content from creation to distribution.
Brand-created content and brand-owned channels as antidote to ad-blocking
For brands concerned about ad blocking heralding the end of the free internet (http://www.bbc.com/news/business-34268416), creating your own content and distributing it on channels you own or at least control, is the way to go. If ad blocking becomes established beyond the current 9% of browsers with ad-blocking software, it’ll be the only way to go: A mix of free and paid website and app content will be inevitable in order to get any site visitors or app users at all. Perhaps the Web will return to its earlier premise of content produced by the brand around which an audience is aggregated, rather than getting traffic by intrusive ads.