1、EbookThe publishers ultimate guideto scaling a branded content programMaximizing performance to grow your revenue potentialBranded content for todays savvy advertiser1Rise above common challenges2The role of aggregated data in program scaling3Tap into your audience for better performance4Tap into yo

2、ur audience for better performance5How to optimize earned channels6How to optimize paid channels7Send your program flying high8ContentsBranded content for todays savvy advertiserCHAPTER 1Mike Rucker,Vice President of NBC News Brand Studio,joined NBC News Group in 2017 to establish a branded content

3、team for news.Instead of focusing on brand awareness like NBCUs other branded content studios,Rucker made performance his teams north star.Rucker recognized changes in the branded content industry since the early days of the advertorial.Branded or sponsored contentmedia that publishers create on a b

4、rands behalfis now a go-to for advertisers to increase brand awareness or engagement.40%Advertiser spending on branded content has a compound annual growth rate of 40 percent.Branded content for todays savvy advertiser(cont.)Branded content for todays savvy advertiserPublishers established in-house

5、branded content teams in response to increased demand.They benefited from increased ad revenue and foundthat the medium added value for readersunlike traditional ads.As NBC News Brand Studios team refined their campaign strategies and client experience,their business expanded.Thanks to new tools to

6、improve performance and efficiency,the team now runs 20 campaigns at a time on average.88%Today,branded content drives revenue for 88 percent of publishers.Yet the more ubiquitous branded content became,the more Rucker saw advertisers priorities and expectations shift.They wanted more tangibleresult