Brands take creating content seriously these days, offering a wide menu of different formats — infographics, blog posts, videos — that let people not only see their message but also share the content across the Web.
This week, all forms are represented and several touch on the holiday season theme. Here are some good pieces of branded content from the past week.
Client: IBM
Publisher: The Atlantic
Content: Power in Data: Turning Facts into Discoveries
IBM loves the infographic, particularly at The Atlantic. In this piece, IBM presents information about how police forces across the nation use data to make their cities safer. Presenting data as a visual sits at the intersection of art and science, and Big Blue realizes that this content not only informs but is shareable: As of this writing, the piece has been shared 70 times on Twitter and recommended on Facebook six times.
Client: Old Navy
Publisher: BuzzFeed
Content: 10 Reasons Why the Day After Thanksgiving Is Just Awesome
A smart post by Old Navy and BuzzFeed, as it not only plays on the Thanksgiving Day madness but also sets up the blitz to Christmas. In this fun listicle, Old Navy presents to BuzzFeed readers why the day after Thanksgiving is great — pie for breakfast, family leaves, etc. And Old Navy wants you to shop for gifts at Old Navy, naturally.
Client: State Farm
Publisher: Gawker
Content: Dating Expert Chiara Atik is Here to Answer All Your Romantical Questions
Gawker understands its audience, which is why brands like to run sponsored content there. But this piece takes sponsored content to new heights by enlisting a well-known Internet writer, Chiara Atik, to write a post and conduct a Q&A about dating issues in the comments section. This approach is a smart one for a brand as it ups the engagement quotient.
Brand: NBA
Content: BIG: Color
What do you get when you mix professional basketball players, Christmas and new uniforms? Apparently, you get this masterpiece of five NBA stars bouncing basketballs to the Ukranian Bell Carol.
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Gaming industry execs chime in on changing consumer habits and the the rise of AI in Q1 2023
The gaming industry's ascendance was checked in the first quarter of 2023, as brands and consumers decreased their spending in the sector in anticipation of a mounting recession.
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Brand, agency execs speak out on Google’s latest cookie-killing plan and cookieless identifier challenges
During the Digiday Programmatic Marketing Summit, brand and agency executives weighed in on the present and future of the third-party cookie and cookieless identifiers.
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Inside NHL’s content strategy ahead of the Stanley Cup Finals
The NHL is offering live and on demand content on YouTube and across social media platforms such as TikTok, Instagram and Twitter.
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SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
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‘We need an ad exchange for identity’: Overheard at the Digiday Programmatic Marketing Summit
Brand and agency executives discussed the state of cookieless identifiers, ad tech firms attempting to become one-stop shops and the extent to which ads should and shouldn’t be personalized.
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Five years in, the GDPR has had a double-edged impact on the ad market
When it launched in 2018 the GDPR was hailed as a privacy superhero of sorts. It set the rules for how companies handle personal data, making sure they couldn’t just grab it without someone’s permission.
