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Brand content now part of CNN International ad deals

CNN International has been on a mission to evolve its digital commercial offering. The goal is to move away from banner ads and click-based reporting, boost branded content revenue and ultimately assert itself as a media partner that can unlock real business insights for advertisers.

It’s a strategy that’s paying off: 54 percent of all revenue now comes from deals that incorporate branded content made by CNN International’s in-house creative agency, CNN Create, which has 20 permanent staff. This team creates everything from video and editorial that sits across CNN’s own channels to off-site content like 360-degree videos for Facebook and Snapchat content.

Driving the 9-year-old creative agency’s productivity spurt this year is its new advanced data monitoring service, AIM, which now runs through all its clients’ on- and off-site campaigns.

Launched seven months ago, AIM tracks data to identify the right audiences for campaigns and informs any branded-content creation. It then monitors campaigns so that creative can be dynamically adjusted both on and off CNN platforms if needed. It also provides deeper reporting beyond click-throughs, including dwell times, hover times, engagement and purchasing intent, which combined can give brands real business insights.

 

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