Branded content is changing the way brands engage with consumers. We recently wrote a byline in MarTech Advisor and explained the importance of branded content, and why 86 percent of B2B consumer brands are using it to speak to their audience. You can read the whole article below to learn why branded content is being embraced by the media industry, and also to learn about one of our recent successes between two of our clients. Creating branded content with key media partners is no easy feat. The good news is that we are kicking off a new series on our blog that will give you all the tools needed to get started.
With the help of BrandVerge’s discovery platform and analytics, Earthbound was able to find Her Campus’s Earth Day proposal and forge a partnership in just three weeks. Earthbound was able to cut down 60 percent of the time needed for the entire RFP process, from discovery and evaluation to finalizing a media plan. Due to the cut down time on formulating the logistics, Earthbound allotted more time to creativity and customization in the process. The partnership launched a “Doing the most” content hub on HerCampus.com, which included eco-friendly-focused articles, in addition to a custom native article highlighting 10 college women making a difference in sustainability on their college campuses. BrandVerge’s tools allowed these companies to “do the most” in terms of efficiency.
Recently, we had the privilege of sitting down with Yitzi Weiner from Thrive Global, a digital media company intent on improving human well-being and self-care. As part of their series on strong female leaders, we discussed what it is like being female co-founders. Currently, only three percent of funding goes to female and minority-founded startups. We talk of our hopes to change this disparity when BrandVerge is in a position to invest in young companies. BrandVerge has grown exceptionally since our launch just a year ago, and we talk about what BrandVerge is doing to change the media industry game. Thank you Yitzi, for giving us the incredible opportunity to share our platform with you.
Branded content is changing the way brands engage with consumers. We recently wrote a byline in MarTech Advisor and explained the importance of branded content, and why 86 percent of B2B consumer brands are using it to speak to their audience. Read below to learn why branded content is being embraced by the media industry, and also to learn about one of our recent successes between two of our clients.
In our latest 5 for 5, we sat down with Jennifer D’Aponte, Head of Marketing at Lyssé.
Lyssé, a clothing brand focused on travel and comfort for women, centers its business model around its three pillars: fabric, fit and fashion. Using these pillars, Lyssé has created a line called“Lysséntials,” which includes well-made clothing created with expensive material and top-rate fabric technology to guarantee the best fit and feel for customers. Lyssé focuses its clothing design on what women want, not the trends that the fashion industry imparts on women.
With BrandVerge’s tools, D’Aponte makes connections and partnerships that establish wider brand recognition for Lyssé. She believes that Lyssé has an amazing product, and wants the rest of the world to know that as well.
Her Campus, the leading online publication for college women, uses the BrandVerge platform to connect with relevant advertising partners. In order to pinpoint a focus that would resonate with the advertising community, Her Campus turned to weekly analytics from BrandVerge to identify Earth Day as a trending topic. With this insight, Her Campus was able to upload a new opportunity all around Earth Day that was the perfect fit for Bed Bath & Beyond’s organic brand Under the Canopy. With the BrandVerge platform, Her Campus was able to formulate and finalize a relationship with Under the Canopy in just three months, accelerating the sales cycle for new business - a process that typically takes a year.
For this edition of the BrandVerge 5 for 5, we caught up with Ross Bennett (Director of Business Development) from DoStuff.
DoStuff is an experience platform network comprised of 21 cities, powering locally-curated event guides to help answer the question: “What am I going to do tonight?"
Similar to BrandVerge, Ross (and DoStuff) like to shake things up by operating "against the grain". Users rely on them to provide the best stuff to DO in their city and Ross and team take a unique and authentic approach in providing advertisers the opportunity to get involved with that mission.
At BrandVerge, we’re on a mission to deliver an easier way to discover, collaborate, and create strategic solutions between advertisers, agencies, consultants and media companies.
In the spirit of knowledge-sharing, our BrandVerge 5 for 5 spotlights talent at all levels (in five quick questions), who bring collaborative, creative, and future-forward thinking to the industry every day.
In this 5 for 5, we had the chance to catch-up with Jonathan Kim, Digital Engineering Director at the Media Kitchen, and early adopter of BrandVerge, as he shared a glimpse into his own experience and innovative thinking.
With such a focus on short-term results, a brand's long-term effectiveness and 'creative bravery' are at risk. BrandVerge is mitigating that risk with on-demand access to brand building opportunities. Using our platform brands can create lasting impact with consumers. Find out what the experts think about effectiveness over creativity!
Yes, BrandVerge is the only platform that expedites premium media partnerships between publishers and advertisers. Our story is that we seek to upturn the tedious RFP process to introduce creativity and efficiency into partnerships, but what about the stories of our users? Our users are the foundation of our platform. Thus, today we are introducing “BrandVerge 5 for 5” where we ask five questions to our customers to highlight the mission of their brands as well as their endeavors to innovate their respective verticals of media to change the media industry and the world at large.
Marketers and publishers continue to try to bid goodbye to the RFP. But moving away from the traditional request-for-proposal process in favor of more direct outreach can favor better-known brands and media companies, leaving newer brands and niche publications on the outs. BrandVerge is trying to provide a way in through its matchmaking platform. But to make good on its mission, BrandVerge will need to strike a balance of attracting enough buyers and sellers to make the platform worth their time and money without becoming so overrun — especially by bigger brands and publishers — that it ends up replicating the problems that begat the platform.
BrandVerge appears to be unique in trying to establish an online marketplace for direct deals. None of the executives interviewed for this article were aware of similar platforms. The closest example appears to be Numerator, which was formerly called Brandtale and allows publishers to post past examples of branded content campaigns.”
"Building and sustaining a brand’s awareness and image to drive purchase consideration remains a key component of growth for marketers. One way to accomplish this is through an association with content in a collaborative partnership with premium publishers. There is a strong need for a utility to assist media planners and buyers with obtaining up-to-date access to premium publisher content. That is what BrandVerge is: a single point of contact to access premium content, saving time and money from a mostly manual process," said Carl Fremont, President of Wavemaker. “BrandVerge is uniquely positioned to deliver the premium advertising marketplace with transparency and efficiency. I am honored to be on board and look forward to providing guidance on their continued innovation and contribution to the marketplace.”