The Guide to Publisher Branded Content Studios
How publishers and advertisers can connect to do better marketing
As publishers grapple with ad fraud, bots, ad blockers, and more, diversifying revenue streams has never been more important. And advertisers are hungry for new opportunities to reach audiences. Perhaps the biggest opportunity for publishers -- and the advertisers they serve -- has been the advent of branded content. Whereas publishers got their feet wet by accepting and then commissioning textual articles from advertisers, there is now an arms race to provide the best client service and the most bells and whistles to the world's largest advertisers. We reached out to dozens of publishers with a number of questions about their offerings. Below you will find their answers (some edited for clarity). In addition, we've listed other publishers and what we know about their offerings.
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Atlantic Media has two content studios: Atlantic Media Strategies, which creates content that is published across the web, and Re:Think, an in-house creative group that creates content that runs on Atlantic properties. The answers below pertain to Atlantic Media Strategies.
Atlantic Media Strategies (AMS) helps organizations advance ideas that move the world. Part creative agency and part consulting firm, we create content strategies and large-scale content campaigns that extend an organization's mission across the web.
Head of Studio
Jean Ellen Cowgill
Kristin Hume, firstname.lastname@example.org
Can clients run the content on external sites as well as yours?
Types of Content Created
Audio (e.g. podcasts)
How is the content promoted?
We promote through social media organically and through paid social media
Do you also allow brands to run native ads with content not created by your studio?
American Cancer Society, Truth Initiative, Allstate, 1776, and Marketplace