News • 03.07.2017

First-ever marketplace for content studios

IAB to showcase publishers’ powerful brand storytelling capabilities

Photo: First-ever marketplace for content studios
Source: Stephanie Hofschlaeger/pixelio.de

The Interactive Advertising Bureau (IAB) today announced the launch of a first-of-its kind marketplace for publishers’ content studios, to showcase the wealth of ways these dynamic creative powerhouses apply their storytelling expertise to build marketers’ brands. Featuring creative presentations, case studies, research, and more, the full-day event – entitled “Brand New Ideas: The IAB Content Marketing Showcase” – is designed for marketing leaders, from brand managers to CMOs, to compare and contrast the capabilities of nearly one dozen of the most prominent content studios in digital and multimedia publishing.

The invitation-only marketplace will be held on October 16, 2017 at The New York Times’ headquarters in New York City.

Presenters for the inaugural event are Partner Studio by AOL, CNN’s Courageous, Condé Nast’s 23 Stories, Disney Co/Op, Hearst Magazines Digital Media, NBCU Content Studio, The New York Times’ T Brand Studio, News Corp’s Storyful, Pandora for Brands, Refinery29’s Brand Services, and Time Inc.’s The Foundry.

“Publisher content studios may be the most significant advance in advertising creativity since the Creative Revolution of the 1960’s,” said Randall Rothenberg, President and CEO, IAB. “Brands can now take advantage of the industry-leading capabilities the best publishers deploy to entertain and educate the world: deep consumer relationships, intimate understanding of what appeals specifically to their users, and unparalleled design, writing, and production skills tuned for engagement.”

From the beginning of the internet era in the early 2000s, some digital publishers began developing brand-directed creative and strategic capabilities that historically had been the province of advertising agencies, which had lagged in their recognition of the importance of the digital revolution. During the past five years, as brands sought greater differentiation amid the increasing fragmentation of the consumer audience, these publisher-centered marketing agencies – now universally dubbed “content studios” – have swelled in number, because marketers have recognized their unique ability to craft marketing communications longer, deeper, and more narrative than traditional media advertising. Contemporary publisher content studios develop a range of branded content for marketers, designed for the publishers’ owned-and-operated sites, as well as for distribution across other digital and multimedia properties. Content can include a mix of traditional editorial, full-length video programming, short-form video, mobile apps, podcasts, and more.

The October showcase is intended to be the first of multiple IAB content studio marketplaces held in cities across the country. To request an invitation or learn more about upcoming “Brand New Ideas: The IAB Content Marketing Showcase” in New York City, please go to https://www.iab.com/brand-new-ideas-iab-content-studios-showcase-pass-request. Only 100 seats are available for brand and retail marketing executives and requests for invitations will be handled on a first-come-first-served basis.

Source: IAB

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