Looking beyond the Hype in Branded Content

Branded content has a trend problem. Every year brings a new list of must-dos for brands and marketers, but not every fashionable format creates real commercial value. In this session, Maria Purcell takes a myth-busting approach to the trends shaping branded content in 2026, challenging the assumptions that often sit behind them. She will explore how brands and publishers can stop confusing trends for strategy, and start building branded content products that are useful, repeatable, and worth paying for. 

Three audience takeaways 

• How to identify which branded content trends are worth backing, and which are little more than hype.
• A simple framework for testing whether an idea is a fad or a genuine revenue opportunity.
• Practical ways to turn branded content formats into repeatable, measurable products that create more value for brands, audiences, and publishers.