“The end goal is for us to have real-world brand impact,” said BuzzFeed CRO Lee Brown. “We focus on what we can measure as a proxy for that impact, which is sharing and brand lift. We find people who share BuzzFeed content spend 68% more time than people who don’t and we’re doubling the size of our research team to understand more of this data.”
Similarly, at Bloomberg Media’s first annual NewFront presentation later that day, the publisher’s global CRO Paul Caine talked up the company’s launch of B: Intent, a buying tool for brands to tap “into the mindsets if your customers in addition to demography.”
Like BuzzFeed, Bloomberg claims it is best positioned to help advertisers tap into its “premium, elite and elusive audience.”
Bloomberg hosts more than 83 million digital video streams per month on its platform and Caine said that volume is growing, thanks to new publisher partners like The Street, The Week UK, San Francisco Chronicle, Kiplinger, The Hill, Boston Herald, Gannett and USA Today.
Bloomberg also rolled out a number of video experiences Monday, including Responsive.TV, a video content and ads offering. Think of it as Tinder for digital video, where users can flick away the content that doesn’t interest them. It also launched Bloomberg Premiere, a full-page video takeover unit on Bloomberg’s home page.
Responsive.TV is a way for brands to create deep video integrations, which would be weighted equally against its editorial video content in-stream or augmented in traditional ad breaks, said Caine.
Mike Bloomberg, chairman of Bloomberg LP and the former New York mayor, closed out Bloomberg’s NewFront when he fielded a question about maintaining church and state between Bloomberg’s news organization and its sponsored content developments, an issue BuzzFeed is facing following reports it deleted posts due to advertiser pressure.
“I think people can get carried away with technology and the method of distribution du jour that they forget they’re providing a [news] service,” he said. That said, for brand partners, “we have to make sure that distinction does not take away from people’s interest in looking at the advertisement.”