World Association of Newspapers and News Publishers

Marketers bet on branded content

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Marketers bet on branded content

“We are starting to see a lot of clients taking money from media budgets into building owned media,” King said. Content is moving from a cost, generated by third parties, into an investment, generated in house, he said: “Instead of renting media you invest in your own channels.”

For example, Coca Cola’s advertising strategy has moved from ‘creative excellence’ to ‘content excellence,’ King said. The company now has an online fashion channel which it produces in collaboration with IPC.

“There are opportunities for new kinds of partnerships between brands and media owners,” King said, and publishers are well-placed to maximize this opportunity as they reconfigure their business models.


Emma Goodman's picture

Emma Goodman


2012-04-18 15:51

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