The Economist Shakes Up The White Paper: Sukacheva

AUSTIN — Over the years, when most people have talked about The Economist’s online strategy, discussion has centered around its access model. Right now, that is three free articles a week – but this is not the only horse the publisher has in the race. The Economist Intelligence Unit (EIU) is also busy producing premium research and […]


Outbrain Uses Data To Improve Content Marketing: LaCour

PHOENIX — Since founding in 2006, Outbrain has built up to serving 200bn content recommendations on publisher sites every month, most as suggestions at the bottom of online articles. Now it wants use some of that breadth to improve the relevance of those recommendations. “As publishers get smarter in content recommendation, we’re able to better understand the […]


Taboola’s $117mn Round Welcomes Comcast, Publishers

FORT LAUDERDALE — Content marketing discovery platform Taboola has completed its latest fundraising above the $100mn rumored in recent reports, with its founder saying some advertisers are spending eight-figure sums through the company. Taboola is announcing a $117mn Series E round, led by Fidelity Management and Research Company along with previous backers Marker LLC and […]


The New York Times Finds Success with Native Video Advertising

LAS VEGAS — The New York Times has intrigued many with sponsored articles it has run under the “Paid Posts” scheme it launched in 2014. Now it is finding that branded articles carrying video are consumed most. “A lot of our best-performing stories have had video as part of them; many of them are multi-media,” Times […]


Tribune Picks Taboola For TV Sites’ Content Marketing: Report

Big media companies are increasingly keen on locking in long-term native advertising commitments, if the latest of two big announcements this week is anything to go by. Tribune Media’s broadcast subsidiary Tribune Broadcasting, whose TV stations include KTLA of Los Angeles and WGN-TV of Chicago, is about to announce an exclusive partnership to feature sponsored […]


Content Marketing Needs Better Metrics, Rigorous Distribution, MEC’S LaVecchia

Content marketing is on the cusp of breaking through, and needs a few best practices in place to become a powerful marketing tactic, says  Gian LaVecchia, Managing Partner, Digital Content Marketing at MEC, in an interview with Beet.TV. Linking strong storytelling, with metrics and distribution is vital, he says. “If you  don’t have rigorous distribution strategies […]


The Six-Second Video Offers New Opportunities, MEC Exec Says

The six-second canvas represents a new opportunity for video content marketing as a means to to drive business response, says  Gian LaVecchia, Managing Partner, Digital Content Marketing at MEC, in an interview with Beet.TV. Vine is pushing creators to think through a new lens and tell stories in a compact way, and so is Twitter’s “Amplify” […]


Millennials Are Cool With Brands Changing All The Time: Initiative/IPG Study

Brands need to mimic the characteristics of millennial-age consumers to curry their favor, according to research, The Reset Generation, conducted by media agency IPG’s Initiative group. “Their expectations of brands are what they think people expect of them,” says Initiative’s US chief strategy officer Sarah Power. “They’re comfortable with brands trying to change who they […]


Content Has Elevated Itself Above Advertising: MediaCom’s Morris

CANNES, France — Advertising is no longer the only game in town for brands who want to reach audiences, says a media planning agency exec. “The reason content is now so topical is, brands are increasingly looking for much more ROI,” MediaCom’s global MBA head James Morris tells Beet.TV. “Content elevates itself over and above […]


Tumblr Helps Yahoo Advertisers Tell Their Story

CANNES  — Yahoo’s acquisition of Tumblr a year ago was all about helping brands go beyond conventional display ad formats. And now Yahoo has started promoting Tumblr content marketing slots across its network. “The traditional inventory … haven’t really provided marketers the environment to tell a rich, engaging, robust story,” says Yahoo’s head of the […]


SMG Planning Content@Scale International Expansion

LONDON — In January, Starcom MediaVest Group (SMG) announced it would re-use some US publishers’ “evergreen” articles to tell marketers’ stories. Now it is about to ope the program, Content@Scale, elsewhere in the world. “We’ve rolled it out in the US and will roll it out in 2014 in many other markets around the world,” […]


Viacom’s Spina Wants Unified Social Data Measurements

A single currency for measuring the impact of social interactions with brands would help eliminate confusion in the marketplace, says Viacom Media Networks’ integrated marketing EVP. “There’s a collection of third-party data reporters in addition to first party,” Dario Spina tells Beet.TV. “There’s a lot of confusion on … the data results you want to […]


Taboola CEO Singolda: Discovery will be the “Fourth” Category of Digital Advertising

Taboola, the content discovery technology platform, which powers the  consumption of videos and articles via the distribution of  billions of thumbnail images across the Web and mobile apps, sees discovery as the “fourth” digital advertising medium, added to search, social and display, says CEO and Founder Adam Singolda, in this video interview with Beet.TV Historically […]


Digitas’ Shlachter: Good Branded Video Is Hard To Do

With an apparent shortage of premium video inventory against which to advertise, some marketers are taking to producing their own content to get their messages across. But what’s the right recipe for branded video success? “No matter what … it’s got to be clear, consistent,” says Digitas’ north America media activation head Adam Shlachter. “It’s […]


New York Times Plans Branded Content In Video

VIEQUES, PR — The New York Times’ recent website redesign introduced sponsored articles from brands like Dell. Next up, the paper plans to let marketers reach viewers of its video content. “A brand could sponsor one of our bigger editorial offerings – Dealbook or Bits, 36 Hours, Corner Office,” says NYT video GM Rebecca Howard. “Those […]


GroupM’s Rob Norman: For Content Marketing, Context Is King

VIEQUES, PR — Everyone’s talking about “content marketing”, “native advertising” or “branded content” – the hybridization of editorial and marketing materials in to a single content type of mutual benefit to publishers and brands. That’s forcing the ad agencies to offer their services in these spaces. But, for agencies as used to the traditional church-and-state […]


Media Agency SMG Lets its Brands Run Publisher Content via New Platform

LAS VEGAS — Branded content is hot in marketing land. Now Starcom Mediavest Group (SMG’s) is saving brands the trouble of creating their own content – by obtaining publishers’ permission to re-publish theirs. SMG’s new Content@Scale CMS, launched this week, ingests text articles and images from Ahalogy, Demand Media, Glam Media, Forbes, Martha Stewart Omnimedia, Parade, […]


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

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 […]


NYT’s Zimbalist: Redesigned Site Wants Sophisticated Paid Posts

LAS VEGAS — The New York Times’ web redesign on Wednesday opened the site up to paid articles from sponsors – but a distinction will always be clear and the publisher wants only “sophisticated” examples of the format including video, the exec in charge tells Beet.TV. “We are going to give marketers a platform to […]


Flite CEO Price: Hot Trend Advertises To Individual Customers

CANNES — When it comes to digital advertising: “The big trend I’m seeing is starting to think about users as opposed to buying audience,” according to one ad tech service vendor. Will Price, CEO of content marketing technology firm Flite, tells Beet.TV: “It used to be that brands would buy context to get their messages across. […]

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