How does pricing for branded content shape up against that for display ads? The two are like chalk and cheese, suggests Gannett national sales president Randy Kilgore.

“It’s very different because it’s not a formula,” Kilgore tells Beet.TV in this video interview. “Some of these things are six-month programmes where you send people out and do videos across the country, maybe around the world.

“That involves a different kind of pricing from something that can be done with a couple of meetings. It ranges dramatically and is driven by the production side of it.”

His USA Today publication offers brands Branded content. “The only single rule is you can’t put it in a traditional ad unit slot, or it just looks like an ad unit,” Kilgore says.” It loses all of its potential and power. We are still experimenting with … different ways to make it feel organic… more in the editorial well with some markings to say ‘this is a little bit different’.”

He was interviewed by Beet.TV at the IAB Annual Leadership Meeting.

Beet.TV coverage of the IAB meeting was sponsored by SpotXchange. Please find Beet.TV’s coverage of the event here.