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Content deals to expand reach for online businesses
Three announcements in the content space this week should have ramifications for online businesses through the New Year. Covering both written and video content, the platform expansions and additions should make it simpler for brands to find an audience, control their own content and increase the ROI of that content.
First, from Rocket Fuel, the Audience Accelerator platform, built to help online publishers more rapidly bring their audiences to scale. The platform offers an assist in the creation of ad packages for publishers and vertical ad networks based on the unique audience of that publication.
"Publishers and vertical networks have cultivated highly desirable audiences in demand by advertisers. But on a daily basis, their sales teams are challenged to meet the growing reach, targeting, and optimization demands of sophisticated media buyers," said Paul Wenz, Vice President of Business Development at Rocket Fuel. "Audience Accelerator provides a full-service audience extension solution that generates revenue immediately for our partners."
Meanwhile nRelate and CBS Interactive have inked a partnership which will recommend content to CBS users through the nRelate content discovery platform. The deal should also help content creators to reach a wider audience.
"We are always looking for ways to deliver great content to our users that align with their interests," said Zack Rogers, senior vice president, revenue operations, CBS Interactive. "nRelate's platform not only gives us another channel to do that, but also expands advertising opportunities for brands that produce content."
Finally, web hosting platform vzaar is expanding into the North American marketplace with an office headquartered in New Hampshire. The UK-based company is a professional video hosting platform which allows businesses full control over their video content.
"An online video strategy is a must-have for every brand and every company, large or small," said Jim Henry, vzaar's VP of Sales, who is based at the new US office. "The US market is leading the charge in harnessing the marketing and sales power of online video and with our new North American office we are now ideally placed to capitalize on this opportunity, as well as providing even better support to our existing US-based customers."
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