But TheStreet, which attracts 40 to 50 million visitors a month at its sites, which include a namesake website, plus Stockpickr, The Deal and MainStreet, has noticed more interest in brand advertising.
“Ever since the trust broke down in [the financial crisis of] 2008, we’ve seen a shift towards branding,” said Patrick Dignan, VP of advertising sales for TheStreet. “There’s a re-education that’s going on, and they’re interested in using video and native to do this.”
To accommodate this shift, TheStreet has upped its investment in native and video. It just launched a sponsored-content program, BrandView, bringing in native technology provider Polar. Meanwhile, a video studio will produce more high-quality content aimed at educating investors – creating more video supply in the process. In one program for Oppenheimer, subject-matter experts from the investment firm created videos speaking to three themes, including how advisers work with affluent people. Efforts such as these have helped drive video revenue up 100% in the past year.
Even as it adds upper-funnel offerings, TheStreet continues to respond to changes across the advertising ecosystem.
For instance, its programmatic revenue increased 80% over the past year. One brokerage company runs 100% programmatic with TheStreet. That allows the advertiser to target consumers using its data and enhances its attribution abilities, Dignan said.
Often, brand and programmatic will sit side by side on plans, something TheStreet facilitates by letting salespeople sell native and custom ad units and programmatic. “We have no channel conflict. I have sales team sell everything,” Dignan said. (more…)