Kumar Deb Sinha

Branded Content 2.0 will be about brand-owning intellectual properties: Kumar Deb Sinha of Dentsu Story Lab

In an interview with BuzzInContent.com, the Country Head of Dentsu Story Lab says branded content will transcend from branded videos and sponsorships to brand-owned intellectual properties with a longer shelf value. He feels that measuring the success of content based on views is not the right yardstick