HOW SMART BRANDS ARE PARTNERING WITH PUBLISHERS MARC ROTHSCHILD | SVP, Meredith Digital KATE METZINGER | Director Media & Marketing Technology, Georgia-Pacific From content ideation to programmatic distribution:
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HOW SMART BRANDS AREPARTNERING WITH PUBLISHERS
MARC ROTHSCHILD | SVP, Meredith DigitalKATE METZINGER | Director Media & Marketing Technology, Georgia-Pacific
From content ideation to programmatic distribution:
2
kraftrecipes.com
comidakraft.com
FRIENDS FANS FOLLOWERS82MUNIQUE
VISITORS 54M
EVOLVING needs ACROSS HER PASSIONS, AT EVERY LIFE STAGE
Source: Nielsen 2009—2014, results based on primarily CPG campaigns
Designing & Executing Turnkey, Content and Media Led Partnerships
Meredith Has Become the Industry Leader in
“It marks not only one of the largest content-based advertising initiatives to date, but also offers a roadmap for any undertaking of this type.”
—DIGITAL CONTENT NEXT
The infrastructure in place to deliver an end-to-end solution for brand and agency partners
INFOGRAPHICS | ARTICLES | SLIDESHOWS | RECIPES | VIDEOS | SOCIALIDEATION
CREATION
DISTRIBUTION
OPTIMIZATION
VALIDATION
Meredith + Georgia-Pacific
4
Holistic, cross-platform partnership
RECIPEINTEGRATION
PROGRAMMATIC& BRANDED MEDIA
DA
TA &
IN
SIG
HTS
5
Results
6
PROVEN CONSUMER ENGAGEMENT PROVEN BRAND LIFT
800M+TOTAL IMPRESSIONS
100M+ VISITS TO CONTENT
SAW SIGNIFICANT LIFT IN ENGAGEMENT ACROSS:
üBranded contentüDisplay ads adjacent to content
üRecipe alignmentüAmong targeted audience
Delivered lift in key metrics across all six
Georgia-Pacific brands
EFFECTIVE MEDIA & CONTENT MIX
Key Takeaways
7
Larger partnerships enable cohesive execution and unified measurement
3
Partnering early gives you the freedom to conceive content and digital assets with distribution in mind
1
Mindset shift from campaign strategy to brand and business strategy
2
8
Thank You
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