Digitas has struck a deal with Huffington Post for its real-time branded content newsroom platform BrandLIVE that should help marketers move quickly in earned media, says Anne-Marie Kline, senior VP of marketing at Digitas during an interview with Beet.TV at the recent Digital Content NewFronts.

“We don’t always know if something is going to be worth a big spend on Huffington Post, so we’re making reservations, and we have a relationship with them where we have a location on the home page and can update it in two hours. We don’t have to decide on a Friday if we are going to run something on a Tuesday,” she explains.

That could include a slideshare, a video or other related topical content from a brand. The content will appear as native advertising, so it may look like a story, but readers will know it’s sponsored content, she explains.

“It’s about being in the right place at the right time with the right content,” Kline explains.