June 20, 2017
As brands and agencies continue to dip their toes into branded content, attracting first-time clients is less of a concern for premium publishers. However, branded content campaign renewal rates are far lower than publisher expectations.
When researching our latest customer-exclusive whitepaper, The Business of Branded Content, we interviewed over 30 premium publisher chief revenue officers and executives, examining how they run, manage, and sell their branded content programs.
Polar’s research shows publishers experiencing weak client renewal rates across the board.
Most publishers say renewal decisions are often decided before a program even launches, based on how aligned the client and publisher are on campaign objectives whether they be engagement, views, or other metrics.
“Brands are having a lot of one night stands, creating meaningful connections and then abandoning them. One-off campaigns can be very successful, but content as an always-on strategy will create far more value.”
– John Schneider, President of Sales, Funny Or Die
Client experience has become a critical part of the renewal equation for branded content programs. When asked what has the biggest influence on renewals, there is a fairly even split between client experience, campaign metrics and content quality.
The most interesting discovery is perhaps a throwback to the Mad Men era: a third of publishers believe client experience is the number one driving force behind renewals. Although campaign metrics are examined by every client, most publishers feel they are not the primary influence on renewals.
Need more insight into how global premium publishers are evolving their content strategy? Get The Business of Branded Content, the latest in Polar Academy’s thought leadership series.
Polar’s Snapshot of Global Branded Content Performance presents the complete picture for major markets and publishers this past quarter.DOWNLOAD FREE COPY