Branded content has fast become one of the most important revenue streams for publishers and broadcasters the world over but, as inefficiencies emerge, brands and publishers alike are turning to technology to improve it.
Australian startup Fabulate is one such technology firm seeking to drive better value in branded content and has just signed a raft of significant businesses as partners as the industry becomes more aware that efficiencies are needed.
Ben Gunn, co-founder and chief revenue officer at Fabulate, says marketers and publishers are losing out to inefficiencies in content production.
He explains: Research suggests that as much as $0.25 in every dollar is wasted on inefficient content processes. It is not uncommon for brands to tell us that they were on their fifth or sixth review using their existing, manual processes. Ironically, more is written in the emails back and forth between stakeholders than is ever produced in content.
The platform works by giving clients such as media agencies or marketers access to a pool of vetted and specialist on-demand creators. The client adds a brief to the platform and the creators are alerted to pitch for the work. Content is then created on the platform via workflow management tools and clients can choose to distribute content via Fabulates premium publisher network, while an analytics service provides reporting.
Gunn adds: We knew that by adding a technological solution, combined with our industry knowledge, we could help reduce this inefficiency by offering a purpose-built platform that solves the pain points for clients and creators alike.
With marketing budgets always under pressure, the chance to help brands get that $0.25 back just made sense. Imagine if that could be invested back into more content the whole ecosystem wins. In addition, there were more and more quality journalists entering the freelance market, so agencies and marketers needed an easy way to access them and to know that the work they would do would be of a high enough quality. Great freelancers are also wanting to work with the best brands and so connecting them together through technology was a win/win.
Fabulate has foundational partnerships with the likes of GroupM, Publicis and Omnicom, and has recently conducted an expansion that sees Seven, Nine, Verizon Media, Grazia, Tonic Media, Val Morgan Digital and LoveToKnow all join as launch distribution partners.
From a publishers perspective, Shani Kugenthiran, head of commercial product at Seven, says improvements are needed as the resource is often limited.
Ease, efficiency and ability to scale are the key areas of improvement for content marketing as many brands dont have huge content teams or easy access to publish on multiple trusted content platforms with engaged audiences, she explains.
Kugenthiran adds that this will become even more important because brand content is a strategic focus for Seven next year. Branded content is one of our main focuses for 2021, with a whole new division, products and solutions across digital news, social and BVOD platforms. Launching a branded content solution with a platform that helps us to drive successful content marketing outcomes for our clients, while delivering exceptional customer experiences, gives Seven the ability to focus our efforts on product innovation that provides even stronger results for brands through content marketing solutions.
As for whats next for the technology, Gunn says continued innovation is the focus for the company, as well as seeking more partnerships across both publishers and brands.
Go here to see the original:
Brands and publishers look to technology to solve inefficiencies in branded content - The Drum
- Technology Synonyms, Technology Antonyms | Thesaurus.com - January 7th, 2017 [January 7th, 2017]
- Information technology - Wikipedia - January 7th, 2017 [January 7th, 2017]
- Technology and Electronics Reviews - USATODAY.com - January 7th, 2017 [January 7th, 2017]
- Technology Forum - reddit.com - January 7th, 2017 [January 7th, 2017]
- Technology: Industries: PwC - January 22nd, 2017 [January 22nd, 2017]
- National Education Technology Plan - Office of Educational ... - January 22nd, 2017 [January 22nd, 2017]
- Technology News - The New York Times - January 24th, 2017 [January 24th, 2017]
- Computer Business Review - Computer Business Review - January 24th, 2017 [January 24th, 2017]
- Technology - Pogue's Posts Blog - The New York Times - February 2nd, 2017 [February 2nd, 2017]
- What the Tech: Neuro-Bio Monitor Technology - KFDX - February 7th, 2017 [February 7th, 2017]
- Globalization failed too many people. Here's the technology that could help it work for everyone - Quartz - February 7th, 2017 [February 7th, 2017]
- Bill Nye forecasts next 50 years, says we're at a technological crossroad - Digital Trends - February 7th, 2017 [February 7th, 2017]
- Interview with Matt Nix about his new Fox show APB. - Slate - Slate Magazine - February 7th, 2017 [February 7th, 2017]
- In This Year's Super Bowl Of Technology, Intel Led The Way With A Sky Full Of Drones - Forbes - February 7th, 2017 [February 7th, 2017]
- Learning From Last Year: Technology Funding Outlooks For 2017 - Forbes - February 7th, 2017 [February 7th, 2017]
- Ossia hires new CEO to help commercialize its wireless charging technology - GeekWire - February 7th, 2017 [February 7th, 2017]
- Microsoft's AI group debuts customizable speech-to-text technology, rapidly expanding 'cognitive services' for ... - GeekWire - February 7th, 2017 [February 7th, 2017]
- A flare for self-destruction: How technology is the means, not the cause, of our demise - National Post - February 7th, 2017 [February 7th, 2017]
- Broadcaster dangles new technology for Winter Olympics - Reuters - February 7th, 2017 [February 7th, 2017]
- These Four Black Women Inventors Reimagined the Technology of the Home - Smithsonian - February 7th, 2017 [February 7th, 2017]
- How 3D and Self-Design Will Change Technology - Huffington Post - February 7th, 2017 [February 7th, 2017]
- Factory Boss Says Fishing Technology Could Improve Controversial US Border Wall - Voice of America - February 8th, 2017 [February 8th, 2017]
- Republicans Aim to Kill Election Technology Standards Agency - Gizmodo - February 8th, 2017 [February 8th, 2017]
- Solutions replace technology as the focus at ISE 2017 - Installation International - February 8th, 2017 [February 8th, 2017]
- Five Rules That Define The Technology Innovator - Forbes - February 8th, 2017 [February 8th, 2017]
- Three Ways That Digital Technology Can Help Chemical Producers - Forbes - February 8th, 2017 [February 8th, 2017]
- Cinematographers Deploy Innovative Technology to Create Better Images - Variety - February 8th, 2017 [February 8th, 2017]
- How Technology Transforms Dreamers Into Economic Powerhouses - Forbes - February 8th, 2017 [February 8th, 2017]
- Coming technology will likely destroy millions of jobs. Is Trump ready? - Washington Post - February 8th, 2017 [February 8th, 2017]
- Mysterious $5 Billion Biotech Moderna Hit With Legal Setback Related To Key Technology - Forbes - February 9th, 2017 [February 9th, 2017]
- Berlinale: Jury Talks Up Art But Politics and Technology Enter Discussion - Variety - February 9th, 2017 [February 9th, 2017]
- Opinion: Harry Boxer's stocks to watch: biotechnology and technology - MarketWatch - February 9th, 2017 [February 9th, 2017]
- Nasdaq plans venture arm to invest in financial technology: sources - Reuters - February 9th, 2017 [February 9th, 2017]
- A modern-day Rosie the Riveter campaign: Women in technology - The Hill (blog) - February 9th, 2017 [February 9th, 2017]
- A growing concern: Technology and transportation - Florida Today - February 9th, 2017 [February 9th, 2017]
- Top 10 Mobility Technologies Market by Technology & Geography - Global Forecast to 2022 - Yahoo Finance - February 9th, 2017 [February 9th, 2017]
- Volvo melds technology and luxury in the XC90 T8 hybrid - Engadget - February 9th, 2017 [February 9th, 2017]
- CEFC warns against risky investment in 'clean coal' technology - The Guardian - February 10th, 2017 [February 10th, 2017]
- Scientist calls for industrial scale-up of greenhouse gas-eating microbe technology in UK - Phys.Org - February 10th, 2017 [February 10th, 2017]
- Software company introduces game-changing technology for Michigan Realtors - HousingWire - February 10th, 2017 [February 10th, 2017]
- New laser technology enables more sensitive gravitational-wave detectors - Phys.Org - February 10th, 2017 [February 10th, 2017]
- Why Quotient Technology Inc. Stock Surged 21% Higher on Friday - Fox Business - February 10th, 2017 [February 10th, 2017]
- How Technology Is Improving Influencer Marketing (And Can Help Improve Your Brand) - Forbes - February 10th, 2017 [February 10th, 2017]
- Hands-on: EVGA's sensor-laden iCX technology revolutionizes ... - PCWorld - February 10th, 2017 [February 10th, 2017]
- New Ground Technology uses digital graphics on turf - Golf Channel - February 11th, 2017 [February 11th, 2017]
- Facing State System review, Cal U to emphasize science and technology - Pittsburgh Post-Gazette - February 11th, 2017 [February 11th, 2017]
- International Game Technology: A Lottery Bet That's Paying Off - Barron's - February 11th, 2017 [February 11th, 2017]
- Our seas have become a plastic graveyard - but can technology turn the tide? - Telegraph.co.uk - February 11th, 2017 [February 11th, 2017]
- Technology identifying fastest checkout lanes comes to metro - KCCI Des Moines - February 11th, 2017 [February 11th, 2017]
- This Technology Could Be a Game-Changer for the Marijuana Industry - Fox Business - February 11th, 2017 [February 11th, 2017]
- Editorial: Higher education and technology are job creators, so why is the governor cutting their funding? - STLtoday.com - February 12th, 2017 [February 12th, 2017]
- BLAEDC: Entrepreneurs find a technology-friendly home in the Brainerd lakes area - Brainerd Dispatch - February 12th, 2017 [February 12th, 2017]
- Small cell technology is large endeavor for state - Crain's Cleveland Business - February 12th, 2017 [February 12th, 2017]
- Eye tracking technology will change these 4 domains - The Next Web - February 12th, 2017 [February 12th, 2017]
- The technology fixing Britain's parking problem - The Independent - February 12th, 2017 [February 12th, 2017]
- Tim Cook: Augmented Reality is as big of a technology as the smartphone - BGR - February 12th, 2017 [February 12th, 2017]
- How technology is encouraging society to be stupid - The Next Web - February 12th, 2017 [February 12th, 2017]
- IBM Adds Voice Help to Cybercrime-Fighting Watson-Powered Weaponry - Campus Technology - February 13th, 2017 [February 13th, 2017]
- Market Higher As 4 Key Steel, Technology Stocks Top Buy Points - Investor's Business Daily - February 13th, 2017 [February 13th, 2017]
- A look at North Korea's missile launches and technology - ABC News - February 13th, 2017 [February 13th, 2017]
- The CFO Imperative: Next-Gen Technology Drives Cost Optimization - Knowledge@Wharton - February 13th, 2017 [February 13th, 2017]
- Technology puts 'touch' into long-distance relationships - Phys.Org - February 13th, 2017 [February 13th, 2017]
- A New Angel Investing Platform Connects Deep Technology And Science Startups With Capital - Forbes - February 13th, 2017 [February 13th, 2017]
- Formula 1 now capable of 'internet' broadcasts with new technology - autosport.com - February 14th, 2017 [February 14th, 2017]
- How dangerous is technology? - OUPblog (blog) - February 14th, 2017 [February 14th, 2017]
- Apple's Eddy Cue says technology companies have a responsibility to combat fake news - Recode - February 14th, 2017 [February 14th, 2017]
- Valentine's day: what's your secret technology crush? - Naked Security - February 14th, 2017 [February 14th, 2017]
- Parents and technology How much is too much? - WGBA-TV - February 14th, 2017 [February 14th, 2017]
- Is Magic Leap Lying About Its Acid Trip Technology? - Vanity Fair - February 14th, 2017 [February 14th, 2017]
- BYU-Idaho dedicates and showcases new Science and Technology Center - LocalNews8.com - February 15th, 2017 [February 15th, 2017]
- Even Indian technology entrepreneurs think they are living in a ... - Quartz - February 15th, 2017 [February 15th, 2017]
- 3 tips for regulating our kids' technology use - The Herald-Times (subscription) - February 15th, 2017 [February 15th, 2017]
- Don Cunningham column: Technology giveth, and it taketh away - Allentown Morning Call - February 15th, 2017 [February 15th, 2017]
- Warren Buffett's Increasing Passion For Apple And Technology - Forbes - February 15th, 2017 [February 15th, 2017]
- DNA technology gives new face to decade-old cold case - The San Diego Union-Tribune - February 15th, 2017 [February 15th, 2017]
- Can Technology Really Solve China's Healthcare Crisis? - Forbes - Forbes - February 15th, 2017 [February 15th, 2017]
- Emerging technology is keyword: Demand for experts in robotics & big data up 50% - Economic Times - February 16th, 2017 [February 16th, 2017]
- Five technologies that will change how we live - Financial Times - February 16th, 2017 [February 16th, 2017]
- Football League agrees to use goalline technology in Championship - The Guardian - February 16th, 2017 [February 16th, 2017]
- Telecom operators navigate three technology transformation options - TechTarget - February 16th, 2017 [February 16th, 2017]