[June 19, 2017] |
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IAB to Showcase Publishers' Powerful Brand Storytelling Capabilities at the First-Ever Marketplace for Content Studios
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 (News - Alert) 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. (News - Alert)'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 productin 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: 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.
About IAB
The Interactive Advertising Bureau (IAB) empowers the media and
marketing industries to thrive in the digital economy. It is comprised
of more than 650 leading media and technology companies that are
responsible for selling, delivering, and optimizing digital advertising
or marketing campaigns. Together, they account for 86 percent of online
advertising in the United States. Working with its member companies, the
IAB develops technical standards and best practices and fields critical
research on interactive advertising, while also educating brands,
agencies, and the wider business community on the importance of digital
marketing. The organization is committed to professional development and
elevating the knowledge, skills, expertise, and diversity of the
workforce across the industry. Through the work of its public policy
office in Washington, D.C., the IAB advocates for its members and
promotes the value of the interactive advertising industry to
legislators and policymakers. Founded in 1996, the IAB is headquartered
in New York City and has a West Coast office in San Francisco.
View source version on businesswire.com: http://www.businesswire.com/news/home/20170619005842/en/
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