Oath has built a global-leading custom content business, RYOT Studio, that has an extensive team of content creators, designers and brand strategists – all dedicated to helping advertisers create quality content experiences across Oath’s publishers. RYOT Studio is able to provide advertisers with distribution across Oath’s portfolio of leading publishing brands, including AOL, TechCrunch, HuffPost, Yahoo and many others.
RYOT Studio works directly with brands to create custom content that aligns with the various marketer objectives while maintaining the distinct voice that the publisher’s readers have grown to know and love. Focusing on RYOT Studio’s work on HuffPost, they have partnered with a range of different advertisers, and have produced content for major brands, including Sleep Number, Fidelity, Toyota, Comcast and Tropicana.
Polar is one of our strongest technology partners. Over the years we have expanded our partnership into new geographies, platforms and digital properties. Our custom content team in particular has leveraged Polar for streamlining distribution across our mobile channels. Together, we are constantly on the forefront of innovation that’s driving a mobile-first monetization strategy.
Jeff Turner | Senior Director of Product, Advertising & Brand Innovation at Oath
Many publishers struggle to monetize their disparate mobile audiences, as readers are increasingly consuming content away from a publisher’s core owned and operated mobile web properties. Today, Facebook’s Instant Articles, Google’s AMP and Apple News are popular off site consumption platforms. Most publishers only monetize these platforms with traditional display advertising, but HuffPost is also monetizing these areas with branded content distribution through Polar’s Platform.
HuffPost leads the publishing and media industry when it comes to mobile monetization. In addition to monetizing with traditional advertising, the team is now focused on growing revenue with mobile optimized branded content experiences. HuffPost uses Polar’s Platform to not only distribute branded content, but also optimize its delivery and performance.
With out-of-the-box integrations on Polar’s Platform, the custom content team is able to quickly connect and distribute content into new mobile platforms, such as AMP, Instant Articles and iOS Apps. HuffPost delivers branded content programs more efficiently with automated campaign setup, dynamic formats, creative optimization and centralized performance analytics.
Mobile currently represents 40 percent of total custom content revenue and is expected to drive more revenue than desktop by the end of 2017. This is especially true for publishers, like HuffPost, as they now heavily use Facebook Instant Articles & Google AMP for branded content distribution. Instant Articles and AMP have become a significant source of mobile supply for HuffPost, and Polar’s formats have resulted in strong performance for Ryot’s branded content.
Polar has worked in close tandem with the HuffPost team for over three years now. Our strong partnership has allowed us to constantly be testing and developing new formats and content executions in an ever-in-creasing mobile world. The numbers speak for themselves, HuffPost is an industry leader when it comes to monetizing mobile audiences.
Rahul Agarwal | Vp, Technical Solutions at Polar
Polar’s Snapshot of Global Branded Content Performance presents the complete picture for major markets and publishers this past quarter.DOWNLOAD
Does branded content work? Polar and Ipsos Connect present joint research showing the effect of branded content on brand lift.DOWNLOAD
Find out with The Branded Content 100: new research around the top global publishers focused on branded content in digital.DOWNLOAD