More and more brands are becoming content creators themselves to facilitate a deeper conversation with their consumers. This presentation is a meta analysis of 2+ years of research across over 40 custom content campaigns as well as in-depth cross-platform content consumption and motivational research that will provide key insights on how to become an effective cross-platform storyteller. It will focus on how do these programs, which include branded entertainment, native, and custom content, drive brand metrics, how deep advertisers can go in integrating their brands into content, the degree to which this content should be cross-device, and how brands can approach content creation from an informed and insightful perspective.