COLOGNE — Native ads have been called many things — “custom advertising” and “custom content” among them — but their value proposition boils down to one thing.

“What we’re really talking about is developing great content or great stories,” says Paul Caine, Bloomberg’s global chief revenue and client partnerships officer, in an interview with Beet.TV recorded at the DMEXCO conference earlier this month.

To help marketers with storytelling on Bloomberg platforms, the company launched Bloomberg Media Studios and recently hired a global creative director to work with both B2C and B2B advertisers.

Caine observes that broadcast is an important tool in the company’s media portfolio, and Bloomberg TV is in about 73 countries now. In October, it’s going to be launching “one of our flagship products” for business decision-makers, a show called “Bloomberg Go” that will air in the morning in U.S. markets.

It’s “going to be the epitome of what is the best of Bloomberg,” he says. “So it’s really the combination of influence, of power [and] of information for this unique customer.”

This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.

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