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LBB Online · April 2026
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Aussie Brands Turn to Microdramas to “Titillate” Audiences
Nine, Samsung and Unilever are investing in microdramas to act more like entertainment companies. Poem's Alex Watts on why the format works.
“Even the best six second ad, no one wants to watch, right? Even the best 90-second ad no one wants to watch.”
LBB looked at the Australian brands betting on microdramas and microrealities to meet audiences where they are, with Poem's executive strategy director among those arguing that conventional ad formats no longer earn a watch.