NEW YORK (March 7, 2018) – SourceMedia, a digital business information and performance media company serving senior decision-makers in finance, technology and healthcare, today announced the launch of a new set of Branded Content offerings. The new offerings equip marketers with the ability to dynamically target B2B audiences with branded content in the form of native advertising. The products also position SourceMedia to capitalize on the demand from marketers for content marketing products, which is projected to grow to $25 billion this year (eMarketer).
“We’re creating branded content and adding a layer of performance and data targeting on top, so that marketers can more effectively scale their native campaigns,” said Matthew Yorke, CMO of SourceMedia. “Using our sophisticated platform, marketers can also use branded content with account-based marketing activities to drive outcomes and push customers through the sales funnel.”
These new offerings allow clients to use their existing content, or to tap into SourceMedia’s expertise to create content for them, and then natively deliver that content to its powerful readers. SourceMedia’s turn-key offerings are comprised of the following three new products:
- Topic Tile: a custom, co-branded rich media unit that couples the client’s own content with SourceMedia’s must-read, topic-specific editorial content for high-impact, brand alignment and content adjacency.
- Content Fuse: a truly dynamic solution for native content that "learns" based on user engagement. SourceMedia's technology serves native content in real-time, targeting specific audiences while adapting the placement of the content based on performance for maximum ROI.
- Partner Insights: placement of a client’s custom content alongside and within SourceMedia’s own editorial content creating a highly relevant and integrated approach.
Data Driven Insights
Using A.I., SourceMedia brings audience and intent together to identify the right individuals to target. The Branded Content offering leverages: first-party user data, such as demographic and firmographic; A.I. from Lytics, SourceMedia’s Customer Data Platform (CDP); third-party data from Dun&Bradstreet, Adaptive Intelligence, miEdge and Bombora. The combined datasets enable SourceMedia to target audiences that demonstrate core buying traits and have a propensity to engage with a brand.
Branded content on SourceMedia is dynamic and optimized in real-time and served where it will perform best on SourceMedia’s properties.
“SourceMedia’s role as partners to marketers is growing,” added Yorke. “Marketers are coming to SourceMedia and asking us to take on more, from ad creation to account targeting. As ad budgets continue to move towards content marketing, this will be a tremendous growth area for our business.”
SourceMedia, an Observer Capital company, is an innovative, growing digital business information and performance media company serving senior-level professionals in the financial, technology and healthcare sectors. Brands include American Banker, PaymentsSource, The Bond Buyer, Financial Planning, Accounting Today, Mergers & Acquisitions, National Mortgage News, Employee Benefit News and Health Data Management.