# Custom Content

When we talk about "content," in the context of our business, we are usually referring to what is called custom content, in the industry. Custom content always refers to video or static content, created and paid for by the brand, used to advertise their brand/product more organically than standard in-page banners or prerolls ads.

There are several purposes this may serve, but in the context of Asian advertising, it generally serves the purpose of having tailored content that is culturally relevant to the Asian American audience. The other major purpose is that it appears more organically in media, rather than potentially getting lost in the ad clutter that most users are used to being inundated with.

Let's look at an example of AMG-created video:

You can see this is for Chevrolet, for their Blazer EV product.

Content is still a growing part of our industry, and our business here at AMG. This particular video is a 15s cutdown of a ~3 minute content piece, to be used as a preroll asset.

You will see content on media plans far less often than any of the other material we've covered, although that breakdown may somewhat shift over time. For now, just know that it is another capability we cover, and know what the generalized purpose is.