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.

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