Why we think branded content is the future
business model for publishers.

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SHADES OF BRANDED CONTENT


Branded content in digital publishing is rapidly evolving. At the highest level, we define branded content as any content associated with a brand. Under this lense, premium publishers offer advertisers a wide spectrum of programs ranging from strictly editorial produced content to entirely custom created content experiences.

Editorial Sponsorship

EDITORIAL
SPONSORSHIP

This is editorial produced content – often sponsored by a brand – as part of an existing or future editorial calendar. In this scenario, the advertiser’s objective is to cultivate more brand awareness with journalistic content that is relevant to the publisher’s audience.

  • 100% publisher, editorial-produced content
  • No brand and product integration or advertiser approvals
  • Low production cost and fastest execution
Custom Content

CUSTOM CONTENT

This is often publisher produced content, though almost always in partnership with an advertiser. The goal is to provide brands with a unique storyline, in the voice of the publisher, promoting specific product placements and messaging. Custom content is usually created with a separate studio or division, not with the editorial team.

  • Strong brand integration and client approvals
  • Lightweight to heavy product placements  
  • Higher development costs and heavy offsite distribution
Partner Content

PARTNER CONENT

Partner content is on the other end of the spectrum from editorial sponsorships. An advertiser’s objective with partner content is to leverage their existing content assets, often in the form of video, and effectively use a publisher’s audience as a distribution channel.

  • 100% brand created content assets
  • Publisher may use paid social to drive views
  • Fastest to execute with limited production costs
BRANDED CONTENT PLATFORM

Our platform has been designed and engineered to help premium publishers scale branded content revenue with distribution solutions across multiple channels. Our technology makes campaign setup workflows more efficient and provides deep insights and reporting capabilities.

distribution-icon

DISTRIBUTION

Drive more views to branded content by promoting it across all of your onsite and offsite channels.

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management

MANAGEMENT

Make operations more efficient with performance optimization and workflow management.

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insights

INSIGHTS

Prove branded content works with real-time insights into campaign and ad product performance.

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OUR CHAMPIONS

Premium publishers choose Polar to power their branded content programs.

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Q3 BRANDED CONTENT BENCHMARKS
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CTR

Global Click-Through Rate to Branded Content

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ATS

Average Time Spent Engaging With Branded Content.

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VIEWS

Views to Branded Content Driven on Mobile Devices.