CANNES — Mashable rolled out a new service for advertisers to boost their social lift across the news site and has signed up DigitasLBi and VaynerMedia as the first partners, says Stacy Martinet, Chief Marketing Officer at Mashable during an interview with Beet.TV. Dubbed Mashable Lift for Brand Partners, the self-service platform helps brands bring their social assets in front of Mashable’s 25 million unique visitors.
“Looking at the trends, brands are investing a lot of time creating assets for the social Web, from pins to Instagram accounts to Vine to YouTube videos. We want to help brands amplify that,” she explains. Since social graphs for brands naturally cap out at a certain point, Mashable can contribute additional reach with its audience of 25 million users. When brands use the service, Mashable users can then share the assets directly from Mashable. Martinet adds that Mashable is experimenting with both short and long-form videos to see which ones resonate best with users.
DigitasLBi and VaynerMedia will run Mashable Lift campaigns for a number of clients over the next few months. For more insight into how the service works, check out this video interview.