[August 21, 2014] |
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SlateCustom Serves Over 100-Million Native Ads in Past 30 Days with Polar's MediaVoice Platform
NEW YORK --(Business Wire)--
Already a pioneer in the creation and delivery of high quality sponsored
content, SlateCustom
- Slate's in-house creative agency with an editorial voice - is leading
the market with expansive reach in the world of native advertising. As a
product of a digital first, daily news source, SlateCustom has utilized
a mix of multi-creative campaigns, content amplification and ad-serving
technology to serve over 100-million native advertising impressions in
the past month using Polar's MediaVoice native ads platform.
SlateCustom taps into 18 years of experience to create a voice that
engages its thought leader audience. From video and infographics to
full-service editorial destinations like mid-marketpulse.com,
SlateCustom is breaking outside of the listicle and sponsored blog
format to create more immersive, broad scaled initiatives and branded
editorial content that loyal readers of the site find engaging on its
own merits.
"At first glance, the reach we're accomplishing with our sponsored
content is truly impressive," says Lindsay Nelson, Slate's Vice
President of Integrated Programs and founder of the SlateCustom group.
"But the real story is the engagement we're seeing from readers. There
is a lot of talk about content marketing, but rarely does the
conversation delve into whether the content is actually good, or
engaging. The programs where a brand entrusts us with the editorial and
creative direction, we're seeing readers behave sometimes on par with
editorial averages."
A recent campaign for the University of California boasted an average
time-on-site of over 3 minutes for all combined creative pieces, and
over 5 minutes on mobile. Slate's mobile homepage native promotional
placement gets a CTR well above that of a standard display ad and 33
percet higher than desktop placements of the same material. Although it
might be initially surprising, 35 percent of Slate's native ads are
shared on social networks such as Twitter (News - Alert) and Facebook.
"Polar's commitment to scalability echoes ours," said Nelson. "When we
initially started our native advertising program a few years ago, we
were publishing directly through the CMS. This is great for perfectly
mimicking the editorial workflow; less ideal for mimicking the deep
reporting and analytics an ad served solution can provide. Understanding
reader flow and headline performance is critical to achieving
meaningful, quality scale for branded content."
Polar
provides MediaVoice, the market leading native ads platform.
MediaVoice's ability to integrate seamlessly with Slate's existing CMS
to pull the custom content and then serve it using their existing
DoubleClick (News - Alert) ad-server, as well as its comprehensive set of reporting
tools, not only helps Slate drive more traffic to their content
campaigns with native distribution, but allows them to further examine
what campaigns, placements, and headlines are working. It also provides
the ability to strategically align branded content with relevant
editorial, and geo-target campaigns to specific markets. This was
especially useful in the University of California "Breakthrough"
series aimed at residents of the college system's home state.
"SlateCustom launched alongside a major redesign for site," explains
Slate Associate Publisher Anthony DeMaio. "We were afforded the chance
to create a complete program for our advertising partners - an
unrivalled package encompassing display ads, content creation, and
promotion of their content. Client demand has matched our excitement;
custom content represents over 40 percent of our revenue." Slate's
sponsored content program has featured partner brands such as
Prudential, Audi, and Paypal and have taken home numerous awards for
their "Tomorrow
Today" initiative with Lexus and last year's "Roadshow
for Growth" with GE Capital.
"Slate gets the big picture when it comes to the future of publishing
and native advertising," says Kunal Gupta, Polar CEO. "By focusing on
the exponential reach they can provide brands, and scaling those efforts
with MediaVoice, they've set SlateCustom up to be the watermark by which
other content studios should measure themselves."
Please visit polar.me
to request a demo or follow us at @aboutPolar
to learn more.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140821005012/en/
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