Global media trade publication promotes direct-sold branded content within newsletters to drive more views and engagement for advertisers.

With four daily and one weekly newsletter, Adweek has cultivated a large, highly-engaged base of email subscribers. The New York–based advertising and marketing industry publisher also boasts a mature native advertising business through its in-house studio and distribution platform, Adweek BrandShare, which works with brands including Adobe, Deloitte, and IBM, among others.

15% increase in branded content views.

 

Historically, Adweek focused on monetizing its newsletter audiences with display advertising and had only used Polar’s Branded Content Platform to serve branded content across its website. After recently launching Polar’s new promo feeds feature, Adweek is now able to seamlessly integrate branded content into editorial newsletters. The content team can simply drag and drop creatives from any of its content campaigns into a dedicated newsletter feed.

Within the first eight weeks of launching, Adweek witnessed an immediate spike in additional views to sponsored articles. Newsletter distribution is now a part of the core distribution strategy for Adweek BrandShare.

Adweek Case Study

 

Results by the numbers

  • Increased views by more than 15% to branded content campaigns via newsletters.
  • Improved branded content engagement time by 86 percent.
  • Newsletter audiences had an average engagement time of 5 mins and 24 seconds.
  • Quickly deployed over 20 different branded content promos from several campaigns.

“Today, over 90 percent of the views we drive to branded content come from our organic channels. Many publishers are increasingly dependent on paid traffic through channels such as Facebook. Adweek’s ability to continue driving high-quality, high-margin views to direct-sold content programs is critical to our long-term, sustainable revenue growth strategy.

Polar’s Branded Content Platform has helped us reach our most loyal and engaged audiences with a seamless solution for curating branded content promos for our newsletters.”

Kolby Yarnell – VP, Native Advertising and Content Development, Adweek