TripleLift, the native ad platform, just launched a new programmatic branded content solution – ContentDial. The feature informs and scales data-based content strategies for brands and advertisers that are working with multiple publishers and across various social networks.
Jason Kleinman, GM of Branded Content at TripleLift, explained:
”With ContentDial, marketers experience all of branded content’s benefits and, now, they can do so at scale and programmatically. Publishers gain a new revenue stream as branded content efforts are executed across more websites than they have been in the past.”
ContentDial has been tested by marketers at finance technology firm Stash during its beta testing. They used the feature to target millennials across publishers The Daily Dot and Thought Catalog. The solution created customised content to fit each publisher followed by a comprehensive report to analyse the campaign hits.
The beta tests shows that ContentDial drove over 5% of DailyDot and Thought Catalog readers to register for and deposit money in a new Stash account. It provided a 8% lift for Stash’s brand awareness and generated more meaningful engagement with consumers.
“Stash had avoided publisher direct content marketing because of high minimum spends and production headaches that conclude with a lack of visibility into reach, scale and overall success measurement,” added Dale Sterling, CMO of Stash. ”ContentDial’s automation of the production process removed the biggest barrier that prevented us from succeeding, understanding which content was performing best.”