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.
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.
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.
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.
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.
Drive more views to branded content by promoting it across all of your onsite and offsite channels.LEARN MORE
Make operations more efficient with performance optimization and workflow management.LEARN MORE
Prove branded content works with real-time insights into campaign and ad product performance.LEARN MORE
Premium publishers choose Polar to power their branded content programs.
A first ever look into how premium publishers are disclosing native promotions of branded content.DOWNLOAD
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An in depth look at how branded content is performing across different device types, publisher verticals and geographies.DOWNLOAD