Winning at Producing & Selling Sponsored Content

$399 per site – invite your team!

For questions, please contact Trish Pihonak (

In a fast-forward world, it’s no easy task getting a marketer’s message to every television viewer. As ad-skipping increases, more and more programmers are turning to sponsored content and brand integration to break out of the clutter and draw advertising dollars. But what are the secrets to creating content that engages audiences, and also gives brands meaningful (and monetize-able) exposure?  What kind of storytelling is most likely to create the connection with consumers that advertisers prize?

TV still offers incredible opportunities for brands to reach consumers, but the advertising experience is being reinvented. In the Cynopsis webinar, Winning at Producing & Selling Sponsored Content, you will learn:

  • How to collaborate with marketers to create content that engages the audience, maintaining program integrity while giving a brand organic exposure.
  • Tips for leveraging social, with strategies for maximizing earned media around integrations.
  • Know your customer: what you need to know to create the emotional connection with consumers that marketers value.
  • Which program genres are the best fit for specific ad categories.
  • The data needed to measure impact and effectiveness of brand integrations and sponsorships.

Hear what our panelists are saying:

Ed Gold, Statefarm: “Proper product integration is a very difficult proposition, and is very different from sponsored content. Anyone can integrate to integrate or place their brand on the screen, but the consumer is not stupid and will know what is going on, when an integration looks too forced. The object of true product integration is to be seamless, like the movie or TV writers had planned to write it that way whether the product integration was paid for or free.”

Jen Cowan, The Marketing Arm: “There’s a balance that needs to be struck when properly integrating a brand into a property. As the agency, it’s our job to speak multiple ‘languages’ from brand marketing to production to creative. We need to know how to translate each into a mutually understood dialogue in order to develop the right scripted moment that is organic to both the brand’s essence and to the storyteller’s vision. While you want a consumer to notice your brand, you don’t want them to notice the brand because it was intrusive, but because it made sense.”

Dan Riess, Turner:  “Over thousands of product integrations, we’ve developed some guiding principles. Most important is focusing on the viewer experience. When brands do things that a show’s fans love, it always works out best for everyone. Now, the challenge is to deliver those same brand benefits, at a bigger scale. Too many integrations are “one and done.” We have to improve that equation.”




Meet Our Executive Panel

Dan Riess
EVP, Content Partnerships
Ed Gold
Advertising Director
State Farm Insurance Companies
Jen Cowan
VP, TV, Film and Digital Series
The Marketing Arm
Kim Granito
SVP, Digital Media & Integrated Marketing
Chris Kiriakatis
VP, Television

Meet Our Moderator

Editorial Director Lynn Leahey

how does the webinar work?

The live audio is delivered to your location over your computer speakers. The Power-Point presentations are presented over the Internet and are available to print out after the program. This is like a talk-radio program with visuals on the Web. You and your team will be able to have a live Q&A with all the speakers.

  • One (1) set of materials (you may make copies for all of the persons you invited to listen to the program)
  • One (1) Internet connection to the seminar.

what equipment do i need?

For the Internet connection:

tech webinar instructions

  • 1 Dual core processors are preferred.
    2 Mac and iOS devices only.
    3 In addition to having a properly installed Adobe Flash Player your system must permit live Flash streaming.
    4 Apple iPad and iPhone only. Please use Safari on iOS devices for the best viewing experience.
    5 Android 4.4+. Please use Chrome on Android devices for the best viewing experience.


If using Adobe Flash Player, Version 9 or later is required.
Download a supported Adobe Flash Player


For questions or comments please contact Trish Pihonak at