Describe your initiative, what you see as the strongest elements of your program, and what makes it unique:
The ARA newspaper was founded in November 2010, in the deepest economic crisis, with an innovative DNA and an integrated newsroom. We have a clear commitment to the digital product, but also the paper product. Before the fall of the advertising market, we are committing to quality Branded Content in the style of what TBrand Studio of NYT WP Brand Studio does.
Our goal is to provide brands a personalized branded product that will generate notoriety, trust and affinity to the brand, far beyond selling a specific product or service. We believe some of our strongest elements are our young and fully motivated team and the quality of the know-how we’ve been able to acquire through these difficult times.
Branded content is an important revenue opportunity for media groups and advertisers because …
Branded Content is an opportunity to satisfy the customer (the brand) but also the reader, using the strength of storytelling and the power of quality and differential content.
According to the study “Storytelling: The Current State of Branded Content” by IPG Media Lab, Forbes and S.I. Newhouse School of Public Communications at Syracuse University, Branded Content is twice as memorable as display ads (up to 59% higher). Viewers are also 14% more likely to look for extra content from the same brand.
According to the same study, consumers perceive branded content as being more consumer-centric because it is less about selling products and more about providing value to consumers. Since the message is not a sales pitch, it creates trust between the brand and the consumer. Traditional advertising does not have the same outcome.
The aspect of the Branded Content Project Beta Group that excites us the most is …
We are very excited to be part of a Project we believe to be extremely necessary in times of constant change and economic uncertainty. Creativity and innovation are essential for us to maintain our quality while also being economically sustainable.
We hope to learn [fill-in-the-blank] through the Branded Content Project:
As a local media organization, we value learning from other platforms who may face the same challenges we do, and who may offer different solutions and innovative approaches to those same challenges.
If a media organization were just starting to sell branded content, we would tell them …
Take advantage of the know-how you already have and try making the most of it. There is a long way to go!