Home  › Social › Social Media
federated-levis

Federated Media Blends Ads Into Content With Suite

  |  August 10, 2012   |  Comments

Levis, Absolut and Pepsi are currently using a product that automatically finds relevant content and includes a marketer's written or video content.

Federated Media Publishing introduced an ad product that automatically finds relevant content and includes a marketer's written or video content within the editorial well, using the same font and design elements.

Native Conversationalist Suite uses technology that FMP acquired from TextDigger in 2010 to automatically read all pages in the network, identifying not only topics but also sentiment and even slant connected with that topic. The company said that its conversation-targeted media has performed 49 percent higher in clickthrough rates than standard-placed media.

The first Native Conversationalist units ran in limited beta from March until June, and last month, they rolled out across the FMP network.

For example, Levi Strauss included a video promoting "Find Your Curve" into a post on Food Blogger on a Diet. The clickable banner appears below the "read more" link and opens into a two-minute video featuring another blogger talking about her busy life - and how much she likes her Levis. Absolut and Pepsi are also currently running these campaigns.

FMP operates networks of bloggers, as well as running turnkey publishing programs for brands, such as American Express OpenForum for small business owners.

federated-levis

"These are more socially active participants, authorities, passion-based publishers who have a following and know how to connect on the web. That's different from a writer generating an asset. We create the portfolio of authors we work with based on that social energy," said FMP CEO Deanna Brown.

Native Conversationalist Suite units are built in HTML5, so they render and behave as part of the page in mobile browsers and tablet, as well as on the desktop.

Brown said FMP plans to roll out new contextual targeting that will take into account not only topics and sentiment but also an individual user's mindset, for example, whether someone is just chatting or actually researching a purchase.

"We're poised to continue not just on the super high-end premium but also to be a dominant player on programmatic and exchange-based media, as well as premium programmatic, brand direct and private marketplace media," Brown said.

FMP achieved 65 percent audience growth year-over-year, according to comScore's June 2012 Media Metrix, expanding its audience size from 41.5 million to 63.6 million monthly unique visitors. It ranked eighteenth among comScore's top internet properties for the month.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...