ProSiebenSat.1, a major commercial broadcaster in Germany, has joined the influencer marketing game and just launched a vertical content division (VERT) for mobile content as part of its Studio71 digital content subsidiary.
The 9:16 mobile phone vertical format is already popular on Instagram and Snapchat apps among advertisers.
The vertical content division will be providing a “full-service range for the implementation of successful influencer campaigns for all brands seeking to present their messages in a high-quality form in the aesthetic world of Instagram”. Specifically, this includes creatives, the placement of influencers and branded entertainment concepts.
“Studio71 generates around ten billion video views each month,” said Eun-Kyung Park, chief digital officer entertainment at ProSiebenSat.1. “By making use of new technical features, we are establishing additional distribution channels and continuing the success story of Studio71.”
The company added that influencer marketing had gained traction over the last few years, however, marketers were still facing technical challenges. VERT seeks to address these issues.
Indeed, eMarketer predicts that ad budgets for Instagram ads could increase 130% to €18.1 billion over the next 24 months.