logo
logo

The Telegraph is offering sales guarantees on branded content

avatar
Carl Dechant
Jul 25, 2017 04:00
img

The Telegraph has introduced guarantees around campaign awareness, propensity to purchase and advocacy for its commercial content campaigns with the hope they will drive longer, more strategic partnerships with clients.

By drawing on data from thousands of campaigns and their pre- and post-analyses over the last seven years, The Telegraph has set benchmarks that will inform how well campaigns should perform against brand uplift measures across categories.

For instance, the publisher could set the benchmark that a dozen articles on travel content should increase the propensity to purchase for an airline brand by a certain percentage.

“If you control the content and the distribution of that content, then you are the only one responsible for how much impact it has on the brand,” said Matt Cory, managing director at The Telegraph’s commercial content division, Spark.

“This is more like the old full-service agencies: media and creative agency rolled into one.”

Most campaigns Spark runs last for 12 weeks.

collect
0
avatar
Carl Dechant
Jul 25, 2017 04:00
guide
Zupyak is a free content platform for publishing and discovering stories, software and startups.