Marketers have long since tried to make advertising something people actually want to watch — with varying shelf life results. (Remember Quibi, the mobile video streaming that shut down just six months after its April 2020 launch?) Well, now marketers are convinced they’ve found something in microdramas and microseries.
The bite-sized blockbusters have become big business in China and are now capturing American audiences. Crocs, Nuuly and P&G’s Native deodorant have each created their own branded, pint-sized productions.
Digiday spoke with four marketers who said it’s less about creating a business case around these snackable dramas and more about capturing shopper attention in a fragmented digital ecosystem.
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