“The Sell Sider” is a column written by the sell side of the digital media community.
Today's column is written by Todd Anderman, president of sales, marketing and operations at Thrillist.
Everyone talks about branded content nowadays, such as custom, sponsored, native and native programmatic (talk about an oxymoron). The IAB even defined one of its six categories of native advertising as “custom/can’t be contained.” Love that.
Branded content, however, is more than a buzzword. It’s a mutually beneficial marriage of an advertiser’s goals with a publisher’s, and the methods of producing it are getting more advanced every day.
Using sponsored content as a means to build awareness has been done forever, spanning mediums from soap operas on back to radio shows. Those mass audiences had a base-level association with the sponsor, an approach that certainly represents a practical and proven use case. But as with all media, there comes a time when marketers begin to question its effectiveness in driving down-funnel response, and a desire arises to build a deeper engagement with publishers’ audiences.
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100% Or Bust
Sony’s multiplatform video network, Crackle, sealed an upfront deal with GroupM on the strength of a promise over cross-screen viewability, Ad Age reports. Though GroupM is “substantially” growing its investment in Crackle, the agency declined to quantify that growth. Crackle will work with analytics firm Moat to report on how and when viewers interact with ads, and according to GroupM chairman Irwin Gotlieb, the deal is a testament to GroupM’s push for 100% viewability as an industry standard. “We now see progress and have the ability to prioritize media investment with brands like Crackle, who deliver both desired audiences and accountability commensurate to the multimillion dollar investments we make,” Gotlieb said. Read on.
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