Native & Social, Not Search, Hold Mobile Key: NYT’s Zimbalist

LAS VEGAS — The New York Times wants to make a big deal out of crafting sponsored articles for advertisers on mobile. “Native is the ad format for mobile … discoverable in-stream right alongside our own content,” says ad products SVP Michael Zimbalist. “We see a big opportunity for The New York Times and for […]

 

The New York Times Finds Success with Native Video Advertising

LAS VEGAS — The New York Times has intrigued many with sponsored articles it has run under the “Paid Posts” scheme it launched in 2014. Now it is finding that branded articles carrying video are consumed most. “A lot of our best-performing stories have had video as part of them; many of them are multi-media,” Times […]

 

Quality Is Essential for Branded Content: Guardian’s Watkins

LONDON — High quality and plenty of integrity are important for brands and publishers working together on commercial editorial, says the executive who launched The Guardian’s branded content division this spring. “The most critical thing is to ensure that the caliber of the content, if it is branded, is of such a high standard that […]

 

Quartz Publisher Lauf: No Plans For Paywall

LONDON — Quartz, Atlantic Media’s online-only journalism offshoot, may be pitched at providing premium-grade analysis, but don’t expect the site to start charging any time soon. “Social mechanisms (are) the primary way that traffic is derived for most content sites today,” Quartz publisher and Atlantic Media SVP Jay Lauf tells Beet.TV. “Anything you do in […]

 

Livestation Tries Brand Videos, Mid-Rolls To Make Live News Pay

SAN FRANCISCO — Live TV news rebroadcaster Livestation has spent the last few years building up its portfolio of 49 partner channels. Now it is trying to strike a balance between those conventional linear news sources and a new line-up of ad formats. “We have pre-roll advertising, we also have display advertising,” CEO Lippe Oosterhof […]

 

Digitas Real-Time NewsRoom Expands Relationship with Huffington Post

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.