In late 2015,The Messageknocked podcast royaltyThis American Lifeoff the top of the iTunes charts. The eight-part series – from GE – attracted over a million listeners, becoming the most successful branded podcast to date. But why were people tuning into what’s essentially a long-form ad?

With millions using AdBlock and just 24% of users scrolling down on native ads, brands can struggle to reach online consumers. Yet 90% of EasyJet’s six million monthly passengers read its in-flight magazineTraveller. We speak to Ink Global’s Jonny Clark to discover what makes engaging branded content.

Gen Yers may have swapped playgrounds for office spaces and Gameboys for smartphones since the mid-’90s, but it seems they’re playing the same old games. What is it aboutPokémon GOthat’s gotten audiences of all ages hooked on a craze that many grew out of before the turn of the century?

The talent show format has fallen out of favour.American Idolviewers fell 66% in three years, and only three seasons ofThe X Factorwere made in the US before it was dropped. Can interactive programmeRising Starbring the talent show back into people’s living rooms?