Builds on CONTENT@SCALE Display, which demonstrates up to four times the engagement of rich media benchmarks
Chicago, IL – June 23, 2015 – Starcom Mediavest Group (SMG) announced newly added video and native distribution channels to CONTENT@SCALE, the agency network’s proprietary technology platform that helps marketers scale quality content in real time. The Content@Scale suite was launched in 2014 with CONTENT@SCALE Display and Mobile, powered by Flite, a powerful, dynamic creative platform for scaling ad campaigns. The addition of video, powered by Innovid and native, powered by Nativo, provides new opportunities for marketers to achieve data-infused, cross-channel content amplification.
Today’s 18–49 year olds spend 100-plus minutes per week consuming online video, according to Statista. By 2017, time spent will increase by 50 percent. With CONTENT@SCALE Video, powered exclusively by Innovid, brands can transform their pre-roll video into interactive and personalized experiences-allowing them to globally distribute relevant, real-time stories that increase audience engagement, time earned and brand lift. These content-rich units are then distributed across desktop, mobile, tablet and connected TV to enhance cohesive, cross-platform storytelling.
Mondelez International was the first SMG client to beta launch CONTENT@SCALE Video in early Q1 2015 and is currently leveraging the platform to promote its summer campaign, #PassTheLove, around soccer. The initiative, the company’s largest multi-brand program to date, is rallying support for the U.S. Women’s National Team as the squad competes for the world title in Canada. A massive digital and social media campaign is driving consumers to share messages of support on a Digital Fan Wall on PassTheLove.com, as well as in social media with hashtag #PassTheLove.
#PassTheLove content is produced daily through Blink Studios, a Mondelez International real-time ad studio built in partnership with Now This News. The content is created sometimes in mere minutes-and is seamlessly amplified in real-time across contextually relevant pre-roll through CONTENT@SCALE across Mondelez International brands like Ritz, Chips Ahow and Trident, which collectively are the Official Snacks of U.S. Soccer. There is also an interactive gaming component to increase time spent with the brands. The dynamic combination of assets led to approximately 62 seconds of additional time spent on average.
“Our brands lead the way in creating relevant content to connect with consumers, and we are excited to partner with SMG to help us maximize our real-time content through dynamic paid media amplification,” said Stephen Chriss, Senior Director, North America Consumer Engagement and Marketing Services at Mondelez International. “This speed-to-market enables us to enhance connections with our audience and keep our brands and the #PassTheLove campaign top of mind when soccer is dominating the conversation.”
Native ad spend is expected to grow more than 105 percent by the end of 2018, according to eMarketer. CONTENT@SCALE Native, powered by Nativo, is a real “native first,” empowering brands to sponsor and distribute licensed content from SMG’s private premium content marketplace, in addition to their owned assets. This solution enables marketers to connect their product and brand stories with quality narratives provided by more than 350 respected content creators, driving authentic engagement with consumers.
Fully integrated within the architecture of publisher sites and apps, the Nativo platform allows brands to dynamically serve and optimize headline and preview-image combinations, delivering the highest performing creative variations to consumers in real time. Native ads promoted within the publisher’s editorial stream then click-through to an integrated content landing page, delivering a fully immersive on-site brand experience. By mirroring the content discovery and consumption path of each publisher’s site, and staying within the publisher’s domain, this true native execution drives higher engagement rates, longer time spent and positive brand perception with consumers.
“Brands that want to succeed in today’s content marketing environment need to develop in-the-moment experiences that can be amplified and measured across paid media,” said Lisa Weinstein, President of Global Digital, Data and Analytics at SMG. “Working with Flite, Innovid and Nativo give us the ability to immediately equip brands to drive everyday relevancy, react in real-time and make assets work harder to achieve increased efficiencies across key digital channels.”
The only solution of its kind, CONTENT@SCALE is a suite of proprietary products that combine industry-leading technology, premium publisher partnerships and in-house specialists to enable brands to activate content with scaled distribution at the speed of conversation. CONTENT@SCALE empowers brands to maximize use of existing content-from brand websites, YouTube videos, Tweets and Facebook-or leverage more than 200,000 pieces of unique licensed content produced by more than 36 publishers and 135 content contributors, including CBSi, Kiplinger, MODE, Popsugar and AOL.
CONTENT@SCALE is a global platform in over 15 markets across North America, Latin America, Australia, India, Canada and, most recently EMEA. CONTENT@SCALE has been activated by more than 90 clients globally, more than one-third of those clients integrating licensed content. On average, clients have seen proven results demonstrating up to four times the engagement of rich media benchmarks, as well as positive shifts in perception, increased awareness and generate higher return on ad spend.
Associate Director, Communicatiosn and Branding
Starcom Mediavest Group