Innovations and developments in digital technology have long been changing our way of understanding branding. The Third Act, a new brand content practice launched by Digitas, responds to the trend for which audiences are increasingly turning to online content rather than traditional TV programming.

Mark Beeching, Digitas' global chief creative officer stated that “video is set to explode into exciting new ways of reaching audiences…this explosion opens up infinite new possibilities for brands to play.” Before The Third Act, we have already seen cases of “webisodes” sponsored by brands to achieve promotion in the form of online entertainment.
Although disapproving voices argue that the creation of branded content puts at the risk the cohesiveness of brands message, the trend is surely coming its way giving us more and more branding cue to think about.