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

related articles:

popular articles:

Thumbnail-Photo: Innovation in sustainable packaging design and materials...
08.07.2019   #sustainability #packaging

Innovation in sustainable packaging design and materials

Bosch Packaging Technology and BillerudKorsnäs intensify collaboration

The demand for sustainable packaging among consumers and brand owners all over the world is growing at an exponential rate, which in many cases drives a strong need to replace plastic packaging. Strong partnerships are required to bring about the ...

Thumbnail-Photo: Consumers demand sustainable fashion but won’t pay more...
28.06.2019   #sustainability #fashion

Consumers demand sustainable fashion but won’t pay more

Top five demands for the industry to become more sustainable

New research suggests over half (52 percent) of consumers in the UK and US want the fashion industry to become more sustainable, with calls for reduced packaging and fair pay for workers among their top demands. But only 29 percent of these ...

Thumbnail-Photo: Digital natives value brick and mortar stores …...
11.07.2019   #consulting #customer satisfaction

"Digital natives" value brick and mortar stores …

… more than their parents or grandparents

Despite clear differences in expectations among shoppers of different generations, almost half of retailers (44 percent) have made no progress in tailoring the in-store shopping experience according to a recent study conducted by Oracle NetSuite, ...

Thumbnail-Photo: Choosing the right marketplace for your business: A profitable niche...
17.06.2019   #online trading #marketing research

Choosing the right marketplace for your business: A profitable niche product is key

"Platform strategies are critical for success," says Dr. Kai Hudetz of the IFH Cologne (Institute for Trade Research)

Ebay or Amazon, Zalando or Otto? Retailers have many options when it comes to an online marketplace where they can sell their merchandise. Success for retailers hinges on making good choices.Dr. Kai Hudetz, CEO of the IFH Cologne, gives tips on what ...

Thumbnail-Photo: GfK study: Brick-and-mortar retail in the EU...
14.06.2019   #marketing research #trend research

GfK study: Brick-and-mortar retail in the EU

Highest 2019 growth in Romania and Lithuania

The majority of European consumers are currently subjected to opposing forces. On the one hand, this consists of uncertainty over Brexit, trade conflicts and weaker growth prospects in important export markets such as China. But on the other hand, ...

Thumbnail-Photo: U.K. and USA: What about consumer spending?
28.05.2019   #marketing #shopping habits

U.K. and USA: What about consumer spending?

Millennials driving success of new retail models and shaping retail trends in U.S. and U.K.

As Millennials gain a reputation for being category killers across various industries, a recent study by First Insight, a global technology company transforming how leading retailers make product investment, pricing and marketing decisions found ...

Thumbnail-Photo: Beware of price promotions: “Don’t teach your customers to be...
27.05.2019   #sales promotion #price labels

Beware of price promotions: “Don’t teach your customers to be bargain hunters!“

Neuroscientist Kai-Markus Müller tells us about the impact of pricing

In a conversation with iXtenso, Professor Kai-Markus Müller, CEO of The Neuromarketing Labs gives great insights into how products and prices affect the brains of shoppers. How does he know? He is a neuroscientist and can look inside the ...

Thumbnail-Photo: Cox Business Annual Survey: What do customers want?...
31.05.2019   #cashpoints #brick and mortar retail

Cox Business' Annual Survey: What do customers want?

Survey shows consumers want greater connection and more American-made products from the small businesses.

Small businesses should keep their cashiers, according to the 2019 Cox Business Consumer Pulse on Small Businesses. The Amazon Go cashier-less shopping model is only of growing interest among respondents ages 18-29 – up eight percentage points ...

Thumbnail-Photo: Digital food retail: customers expect more personalization...
07.06.2019   #personalization #food delivery service

Digital food retail: customers expect more personalization

New research sponsored by precima shows retailers must act quickly to develop a detailed understanding of shopping missions.

The fast-changing dynamics of the food retailing environment continue to challenge companies to keep pace with fast-changing shopper demands. The latest of these shifting shopper requirements involves their behavior on digital platforms and is ...

Thumbnail-Photo: BOPIS: state of the retail industry
16.08.2019   #e-commerce #customer satisfaction

BOPIS: state of the retail industry

Customer experience in the “Buy online, pick up in-store” process

“Retailers who are winning in the BOPIS game have a mature inventory management system that clearly indicates what is available for BOPIS, but those who prioritize order fulfillment are building the greatest customer loyalty as their BOPIS ...

Supplier

HappyOrNot
HappyOrNot
Innere Kanalstraße 15
50823 Köln
iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
CCV Deutschland GmbH
CCV Deutschland GmbH
Gewerbering 1
84072 Au i.d.Hallertau