Drive Returns With Adaptive Content Promotion

The big preplanned media buy for product- or brand-centric messages is seeing increasing competition from a nimbler creature: granular media buys for branded or earned content. Here, marketers pay to promote preexisting content — created by them, by advocates, or by consumers — and tune it up or down based on real-time feedback. The attraction for marketing leaders is clear: Promote branded content and messages that are proven winners, based on interest in the content, value of the channel, or actual business outcomes. Marketers can't beat this for media efficiency, but it creates new planning, measurement, and prioritization headaches. Read this report to learn how leading brands and agencies are reaping the rewards from paid content promotion.

Skinner, Ryan
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