Publisher Branded Content Studios Proliferate

Yahoo is using the spotlight of Cannes to highlight its new branded content studio, Storytellers. The program is a mix of all of the current buzzwords, from workshops to access to the editorial staff to influencer activations. Here’s the recent branded content news.

  • Yahoo touted recent success with a JetBlue branded content program. That campaign garnered over 3 million native video ad views, 31 million social media impressions, and a 27% engagement rate (Yahoo)
  • Pepsi announced the creation of a 4,000-ft studio in which the global food and beverage brand planned to make branded content “from reality programs to online films.” (WSJ)
  • TheStreet announced its own content studio, Blue Chip, which former EIC Jeffrey Kanige will lead (TheStreet)
  • In March, New York Magazine launched its content studio after hiring away Fusion’s Justin Montanino
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