Flite CEO: ‘Content@Scale’ Will Turn Videos In To Ads

By on 01/09/2014 9:19 AM @robertandrews

LAS VEGAS – Content@Scale, the new content marketing platform launched by Starcom Mediavest Group, will soon add video capability to its text article re-distribution offering.

The service lets marketers licence “evergreen” articles from 15 US publishers to re-use as content in display ad units.

Flite CEO Will Price, whose technology powers the service, says he aims to take it to the Spanish, Chinese, French and German markets later this year.

“We’ll add publishers that will represent those regions, crawl and index their text and image content,” Price tells Beet.TV. ”We’re also working with some video sites to make the video content available as well.”

That would see videos originally conceived as editorial allowed to be re-used as marketing collateral. Branded content has become a hot topic in media land, as advertisers try to cut through digital noise and as publishers get alarmed by falling effectiveness and rates for the traditional at formats they sell.

Content@Scale may also become available to agencies other than Starcom. The platform has its roots in “AlwaysOn”, a project Flite serviced for Procter & Gamble, which wanted to reach consumers not just with pre-planned advertising creative but with content that responds to live news issues.

Content@Scale doesn’t just make publisher content available to marketers, it also lets them buy it in to an ad unit.

“It’s a content management system meeting an ad server,” Price says.

Recent Videos
image
Interstitial Better Than Auto-Play: Jun CEO Mulls New Mobile Ads

CHICAGO – Ad network Jun Group’s CEO Mitchell Reichgut “recoils” when he hears about auto-playing ads, the new format being picked by Facebook and others to deliver video messages. But that doesn’t mean he won’t try introducing interruptive ads of his own. ...

image
Facebook is Redefining the Value of of Video Autoplay, Vivek Shah

Historically, videos which start automatically on Web pages and in mobile apps can be offensive to users, but the approach taken by Facebook by setting videos to autoplay without sound, is an important step forward for publishers and marketers, says Vivek Shah, chairman of the IAB and CEO of Ziff Davis, in ...

image
Mindshare’s Cridlin to Brands: Stop Seeking Fans on Facebook — “Organic Reach Is Non-Existent”

CHICAGO – Put your money where your mouth is. That’s the new mantra of digital ad execs who believe gaining free audiences by building viral social audiences is over. “There is an urban myth of organic reach, of something going viral,” Mindshare digital innovation and strategy MD Jim ...

image
AETNA Allocates Most Ad Spend to Digital; Big Piece is Programmatic Video

For the giant insurer AETNA, a majority of its advertising budget is spent on digital media and at least 10 percent of the total spend going to programmatic video, says Gary Templeton, head of media,  in this interview with Beet.TV With advent of the Affordable Health Care Act, AETNA has been focused  on ...

image
Brand Pair-Ups with Publishers Can Drive Key Metrics, Maxus’ Bahler

CHICAGO — Working with a publisher partner can be a smart strategy for branded content, especially to drive awareness and visibility, says Spencer Bahler, Managing Director-Chicago at Maxus in an interview with Beet.TV. “We have some challenger brands we represent and we look to partnerships to ...

image
Leo Burnett’s Geraghty on Branded Content Breakthroughs for Coke, P&G

CHICAGO — Coca-Cola’s groundbreaking small world machines campaign has won awards and reached around the world, but it wasn’t easy to pull off. The goal of the branded content effort was to showcase corporate responsibility but also bridge borders, says Vincent Geraghty, EVP and Executive ...

image
Attribution Is Changing The Currency Of Media: Adap.tv’s Ackerman

Marketers may be moving in to an era when they no longer pay for advertising based on the likelihood of reaching a number of people of a particular kind – but based on actual end product sales as a result. AOL recently acquired two companies in the “attribution” space which will enable this ...

image
Mobiles Are Now Subscribers’ TVs & DVRs: Comcast’s Strauss

In the age of smart glass everywhere, what’s the difference between a TV and a phone anymore? Comcast Cable wants to give its subscribers value by offering them content from their home TV on devices out of home. In this video interview, the company’s video services SVP and GM Matt Strauss tells ...

image
Havas Social Marketing Chief: Branded Content Must Pair with Consumers’ Social Habits

CHICAGO — Branded content is slated to replace the traditional 30-second spot, says Len Kendall, Director of Social Marketing at Havas Worldwide, in an interview with Beet.TV. “Think about the millenial sitting on the couch watching TV, when the ad pops up they are on their phone, and during the ...

image
Collective is Using Digital to Drive TV Ad Planning for “TV2.0″

Collective, a programmatic advertising technology company, is using its ad decisioning engine to buy linear television, explains Eoin Townsend, Chief Product Officer, in this interview with Beet.TV   The amount of video inventory to be bought on a programmatic basis is quite, small and limited largely to ...

image
Data Is Essential To Programmatic: MediaVest’s Korenfeld

Even if it isn’t quite “the new oil”, data is becoming more and more important to the new era of advertising targeting. “Data is absolutely the most essential foundation piece of programmatic,” MediaVest advertising technology and platforms SVP Oleg Korenfeld tells Beet.TV in ...

image
U.S. Cellular Pairs With ABC’S “Shark Tank”

CHICAGO —  Producing branded content can help a marketer stand out from the competition, says Cristel Turner, Director of Brand Advertising, Strategy and Business Marketing at U.S. Cellular in an interview with Beet.TV. That’s why the cellular company recently partnered with ABC’s ...

loader