The Telegraph delivers 3X more native creatives with workflow automation between Polar and Adobe Marketing Cloud

Over the past four years, Polar has partnered with The Telegraph to help scale their native advertising and branded content business. The Telegraph’s branded content business has grown from executing a handful of campaigns to several hundred articles every month.

The Telegraph has build one of the largest, and most sophisticated branded content businesses in the UK market. In 2015, they launched a new division called Spark – a custom content studio dedicated to helping brands execute content marketing. The Spark team now boasts over 100 team members and focuses on leveraging data-driven insights to drive differentiated offerings for brands.

Polar has helped further tie together The Telegraph’s ad tech stack with robust integrations across their Experience Manager CMS and Adobe Marketing Cloud Suite. Polar’s Branded Content Platform is now closely integrated across 3 Adobe platforms, including:

  1. Adobe Experience Manager for automated content import and campaign setup
  2. Adobe Analytics for cross-channel ad product and content performance reporting
  3. Adobe Campaign Manager for promoting branded content in email newsletters

These new integrations have resulted in the number of native creatives growing by x3. Campaign execution has effectively scaled using the same level of resources.

Content Import Automation with Direct Integration Into Adobe Experience Manager

The Telegraph’s team has improved internal workflows for faster and more efficient branded content operations. Our direct integration into AEM has enabled the following:

  • Content Ingestion – Polar dynamically determines ‘ready-to-distribute’ branded content sitting in AEM based on custom business logic.
  • Multi-Headline and Thumbnails – Polar automatically assigns content to a new or existing advertiser campaign.
  • Campaign Setup – Polar automatically assigns content to a new or existing advertiser campaign.
  • Advertiser Matching – The platform dynamically matches the right content with the right advertisers as well as the right sub-campaigns based on AEM tags.
  • Real-Time Sync – Polar’s API searches for new content in real-time.

Benefits:

  • Faster campaign and creative setup
  • Greater efficiency by eliminating copying and pasting
  • Reduced human errors & greater accuracy
  • Enhanced headline and thumbnail optimization workflow

Since partnering with Polar in 2014, we have truly been able to scale our branded content operations. Together, we are constantly innovating with new formats and distribution channels, including Google AMP, Facebook Instant Articles, Newsletters and Owned Apps.

             Gareth Cross | Head of Digital Distribution at The Telegraph

Cross-Channel Branded Content Reporting With Adobe Analytics

Feature Overview

Adobe Analytics tags are automatically appended to the branded content’s base URL based on different ad placements and channels. Adobe Analytics receives Polar data for the content campaign, property source and ad placement.

Benefits:

  • Consolidated reporting and insights dashboards within Adobe Analytics Hub.
  • Greater granularity into specific performance.
  • Improved client reporting.

Directly integrating Polar’s platform with our Adobe Marketing suite provided us with greater workflow automation and immediate efficiencies. We are now well-positioned to scale our branded content programs and continue delivering premium content for our clients.

            Chris Moss | Commercial Audience Optimisation Manager at The Telegraph

Branded Content Promotion In Email With Integration To Adobe Campaign Manager

Feature Overview

Polar has simplified promoting branded content within The Telegraph’s email newsletters.

  • Currently promotes branded content within their largest daily news email – with plans to expand this into more thematic, specific emails in the future.
  • Within Adobe Campaign Manager, email templates have dedicated branded content promotional placements.
  • Within Polar, campaign teams curate a content feed by dragging and dropping creatives from any campaign.
  • Polar exports a JSON feed into Adobe Campaign.

Benefits:

  • Newsletter traffic had an average dwell time that was 40% higher than the overall average.
  • The spark campaign team is able to automate distribution of branded content within newsletters straight from the Polar platform.

The Telegraph is a true innovator and leader in the premium branded content industry. Our workflow integration with their Adobe stack is just another example of how our teams are constantly collaborating to find new ways of delivering campaigns more efficiently.

            Michael Russo | Chief Technology Officer at Polar

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