CHICAGO — Branded content is slated to replace the traditional 30-second spot, says Len Kendall, Director of Social Marketing at Havas Worldwide, in an interview with Beet.TV.

“Think about the millenial sitting on the couch watching TV, when the ad pops up they are on their phone, and during the commercial there is no reason for them to continue staring at the bigger screen when they have Facebook, Candy Crush and email in front of them,” he says. That’s why it’s even more vital for brands to incorporate social into traditional ads. “If we don’t make that link then the eyeball is just going from the screen to the smaller one.” Brands can integrate social with a call to action that sends viewers to their phone, for instance.

As marketing shifts in this direction, brands can either pursue branded content that is entertaining or educational. The educational path is easier, less expensive and feeds into consumers’ search habits, Kendall says. For more insight into the different types of branded content, check out this interview.

Kendall was interviewed by Gian Fulgoni, co-counder  and executive chairman emeritus of comScore at the Beet.TV leadership summit presented by the Jun Group.  You can find more videos from the summit here.