Two top commercial leaders extolled the advantages of far-reaching, multiplatform news brand partnerships for advertisers in a webinar last week hosted by The Media Leader editor-in-chief Omar Oakes
The comments were made at The Media Leader’s webinar ‘Is the media ecosystem leaving money on the table?’, which took place last week.
James Fleetham, director of clients, marketing and research at the Guardian, responded to the seminar’s title question by stressing the importance of seeing different formats of a publisher’s output as part of the entire brand of that media owner.
While planners and marketers might see the Guardian as a news publisher or a podcast producer or a producer of content on social media, Fleetham countered: “Thinking about us in those siloes…misses our true value. I think it’s one advertisers should understand — that that is our brand.”
Partnerships teams within agencies do this particularly well, he added. “[10 years ago, a partnership] was some extra content tacked onto a larger campaign if they had budget for it.
“Now, I think the brilliant thing about partnerships is they’re designed to break siloes. They are…ideas that put brands at the heart of a topic that is really important to that advertiser…[creating] content over a sustained period of time.”
Emma Callaghan, executive director of advertising & strategy at Reach, concurred, noting the sizeable uplift in campaign effectiveness found among advertisers with long-term, far-reaching partnerships with the publisher.
Talking about campaigns that use “all the different formats we have” as well as first-party data and Mantis (Reach’s AI-driven contextual safety tool), Callaghan said: “That’s where we’re really seeing our campaigns really outperform and…drive those better results for advertisers.”
Looking for inspiration for your brand’s next news publisher partnership? Take a look at some of the best examples from across the industry here.
