SMG Creates Product with Leading Publishers Including Time, Inc., Glam Media and Rodale
LAS VEGAS, January 5, 2014- Starcom MediaVest Group (SMG), a division of Publicis Groupe [Euronext Paris FR0000130577, CAC 40], announced today the launch of CONTENT@SCALE, a next-generation technology platform that will make content available from some of the world’s best publishers to brands at scale. This new platform will allow SMG clients who participate to surface evergreen content from these publishers across a number of categories including entertainment, health, technology, fashion and more, to publish live into paid media and engage consumers with the topics they care most about right now. SMG will create this product with leading publishers to make their content available, including: Ahalogy, Demand Media, Glam Media, Forbes, Martha Stewart Omnimedia, Parade, Rodale Inc. and Time, Inc. and CONTENT@SCALE will launch in beta in North America in Q1, and will then roll out globally by the second half of 2014.
“The future is live marketing. CONTENT@SCALE delivers on this promise—today, in a sustainable and scalable way,” says Lisa Weinstein, President, Global Digital, Data and Analytics, SMG. “Until now, two of the biggest obstacles to making real-time marketing a reality have been the timely availability of quality content, and the challenge of scaling it – within paid media in particular. CONTENT@SCALE solves both of these problems. For the first time marketers have access to a library of high quality content consumers care about most, available on-demand.”
CONTENT@SCALE is an evolution of SMG’s link.d3 real-time content engine, which leverages real time data for brands to align with the most relevant topics and react with meaningful content across paid, owned, and earned channels. CONTENT@SCALE will automate the content process and allow brands to quickly identify, source, publish and scale premium content from across a media buy. With CONTENT@SCALE, evergreen content from premium publishers can be sourced by brands and repurposed for distribution within their display media with a roadmap to expand to owned websites and even social channels. Brands can now amplify their campaign messages along with content produced by the publishing titles found in CONTENT@SCALE.
“Connecting with consumers in real time is critical for marketers in today’s environment. CONTENT@SCALE provides us with an engaging way to do so, by mining and distributing premium content that’s most relevant to our consumers in a particular moment,” said Jon Suarez-Davis, VP, Media & Digital Strategy, Kellogg Company.
The platform is powered by Flite technology, which is the only SaaS ad platform powering both mobile and display advertising. As the leader in Paid Media Publishing, Flite allows advertisers to scale content marketing and web app functionality into their digital advertising.
“Digital advertising must provide timely, relevant, and informative content in order to make a lasting impression on today’s consumers,” said Will Price, CEO of Flite. “CONTENT@SCALE resolves the traditional content marketing tension between quality and quantity, allowing brand marketers to choose from a vast array of topical content options to suit their campaigns. We’re proud to be powering the technology behind this innovative program.”