A TECHNOLOGY PROVIDER FOR BRANDED CONTENT
We partner with premium publishers by providing technology solutions to grow branded content revenue. Our Platform is designed exclusively to grow their direct-sold branded content business.
SHADES OF BRANDED CONTENT
Branded content in digital publishing is rapidly evolving. At the highest level, we define branded content as any content associated with a brand. Under this lense, premium publishers offer advertisers a wide spectrum of programs ranging from strictly editorial produced content to entirely custom created content experiences.
This is editorial produced content – often sponsored by a brand – as part of an existing or future editorial calendar. In this scenario, the advertiser’s objective is to cultivate more brand awareness with journalistic content that is relevant to the publisher’s audience.
- 100% publisher, editorial-produced content
- No brand and product integration or advertiser approvals
- Low production cost and fastest execution
This is often publisher produced content, though almost always in partnership with an advertiser. The goal is to provide brands with a unique storyline, in the voice of the publisher, promoting specific product placements and messaging. Custom content is usually created with a separate studio or division, not with the editorial team.
- Strong brand integration and client approvals
- Lightweight to heavy product placements
- Higher development costs and heavy offsite distribution
Partner content is on the other end of the spectrum from editorial sponsorships. An advertiser’s objective with partner content is to leverage their existing content assets, often in the form of video, and effectively use a publisher’s audience as a distribution channel.
- 100% brand created content assets
- Publisher may use paid social to drive views
- Fastest to execute with limited production costs
BRANDED CONTENT PLATFORM
Our platform has been designed and engineered to help premium publishers scale branded content revenue with distribution solutions across multiple channels. Our technology makes campaign setup workflows more efficient and provides deep insights and reporting capabilities.
Drive more views to branded content by promoting it across all of your onsite and offsite channels.
Make operations more efficient with performance optimization and workflow management.
Prove branded content works with real-time insights into campaign and ad product performance.
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Since 2007, Polar has provided solutions for publishers. Back when reading news on your phone was an outlandish idea, we helped media giants pioneer the mobile content landscape and let them present rich storytelling experiences on any device their readers chose.
Polar’s technology helps premium publishers accelerate branded content revenue growth.
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