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»sponsored content

WebMD Uses Data To Connect Sponsored Content To Customer Journeys

People visit WebMD to research their health conditions and treatment, yielding a vast array of data about how people engage with different topics. The medical site’s knowledge about its readers now informs it nearly 3-year-old sponsored content program, which booked $20 million in revenue during its first year. WebMD can show clients how the customer... Continue reading »
by Sarah Sluis // January 24th, 2020 //
»
Spark Foundry Rolling Media Budgets And Creative Budgets Together

What if your media agency made your creative agency obsolete? Spark Foundry, which formed this year when Publicis Media retired the Mediavest Spark brand, is blurring the line between media and creative to give its clients a better chance of success. With the rise of sponsored content and social media, it makes sense for media and... Continue reading »
by Sarah Sluis // December 5th, 2017 //
»
OMD Turns To Pressboard To Scale And Measure Sponsored Content

Despite rising content marketing budgets, the logistics of briefing multiple publishers, approving content and measuring results makes it difficult to scale investments. To help brands and agencies address this logistical pain point, Pressboard designed a platform to automate, standardize and scale sponsored content. The company has helped clients such as GE, Ford, General Mills and... Continue reading »
by Sarah Sluis // September 12th, 2017 //
»
Why Sponsored Content Is Monster’s Top Channel For Millennial Job-Seekers

Monster considers itself a challenger brand. The early leader in the online job space commands high awareness among older job-seekers. Unfortunately, millennials are more likely to think of Monster as an energy drink. When its VP of performance marketing and media, Brian Costello, joined Monster a year ago, he wanted to switch the thinking of... Continue reading »
by Sarah Sluis // July 25th, 2017 //
»
Unilever Brand Knorr Adds A Dash Of Native To Its Media Mix

Knorr is developing a taste for native. The Unilever-owned seasoning and sauce brand has been experimenting with interactive sponsored content and plans to make it a stock part of its media plan. That’s because it’s the kind of thing that engages millennials, an audience Knorr is particularly interested in courting. Awareness isn’t an issue for... Continue reading »
by Allison Schiff // September 19th, 2016 //
»
When The FTC Speaks, Brands Need To Listen (Especially When It Comes To Influencer Marketing)

The Federal Trade Commission (FTC) has sponsored content disclosures on the mind. A complete lack of disclosure led to an FTC settlement with Lord & Taylor in March after the brand enlisted bloggers to post images to Instagram promoting one of its dresses. As FTC senior attorney Robin Spector told AdExchanger at the time, “What we are... Continue reading »
by Allison Schiff // September 12th, 2016 //
»
Atlantic Re:think Uses Data To Double Down On Visual Sponsored Content

Native is a big deal to The Atlantic, where sponsored content will comprise 75% of digital revenue this year. It employs a 30-person team, dubbed Atlantic Re:think, to create campaigns for clients like Porsche, TIAA and Cathay Pacific. The team operates with the philosophy that “engagement is an art and science,” said Michael Monroe, the... Continue reading »
by Sarah Sluis // August 19th, 2016 //
»
Tech Site Navigates The Often Choppy Waters Between Editorial And Native

Consumer tech and lifestyle publisher Digital Trends always tries to provide what its brands request – rich media, video, custom units, home-page takeovers – but that can-do attitude is tested when it comes to native advertising and sponsored content. Since it was founded in 2006 out of Portland, Ore., product reviews have formed the core... Continue reading »
by Allison Schiff // March 15th, 2016 //
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A Tale Of Two Natives: How Publishers Approach Sponsored Content And Programmatic Native

In an age of banner blindness, nearly every publisher has added a sponsored content offering. Meanwhile, programmatic native is replacing banners and boxes. The programmatic native bucket, which includes Outbrain, TripleLift, Sharethrough, Taboola and Yahoo Gemini, features advertising in the form of article snippets, which look similar to sponsored content teasers. Sponsored content, by contrast,... Continue reading »
by Sarah Sluis // February 9th, 2016 //
»

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