CHICAGO — SMG is expanding the content platform it launched early last year to encompass video and native distribution channels.
Designed to help SMG clients with their content marketing efforts, Content@Scale gives quick access to licensed content produced by more than 36 publishers and 135 content contributors, including CBSi, Kiplinger, Mode, Popsugar and AOL, as well as owned content from brand websites, YouTube videos, tweets and Facebook posts.
“It gives brands the ability to associate with quality content … that’s relevant to what [they] care about and to what consumers are talking about and publish that content into paid ads,” says Lisa Weinstein, SMG’s president of global digital, data and analytics. “That really is the value proposition of Content@Scale.”
The program first launched at CES in 2014. Now there are more than 350,000 searchable articles, images and videos in the database, which brands can incorporate into ad units and other types of communications.
At launch, the focus was on display as a distribution channel for content, via a partnership with Flite. Now, working through SMG’s partner Innovid, brands can transform their pre-roll video into interactive and personalized experiences by tapping into the Content@Scale database. And via Nativo, they can insert their content into native formats in publisher streams.
We interviewed Weinstein earlier this month at SMG’s headquarters in Chicago.