As publishing and marketing fuse in to “branded content”, so advertisers’ biggest challenge apparently echoes media owners’ own – that is, pushing that content to the burgeoning array of new devices.
L’Oreal media and integrated marketing VP Deborah Marquardt agreed. “Our challenge is always having enough (content) assets to be across all the different screens,” she told paidContent’s panel moderator David Kaplan.
It seems like a blessed position to be in. As the two disciplines collide and the sheer number of distribution opportunities explodes, Marquardt marveled at the number of people you need to keep in the loop to truly leverage everything”. “We are working on greater synergy, but it’s a constant work in prioress,” she said.
As Demand Media (NYSE: DMD) itself attempts to shake off the “content farm” tag with new lifestyle sites Bradford stressed areas created by “professionals”. It is perhaps arriving to the branded content trend sooner than some of its professional forebears – and is renegotiating what constitutes “content” versus “marketing”.
L’Oreal was Demand Media’s launch marketing partner for its TypeF site with Tyra Banks – a project that leverages data about readers through Facebook Connect and serves back content that’s customised according to readers’ own hair, skin and body type.
It’s here, in hard data about audiences, that opportunities lay for both marketers and publishers alike, Bradford suggested:
Follow paidContent Advertising via our live stream and via Twitter, hashtag #pcads11.