|How Vice Plans to Prove to Advertisers Its Branded Content Works
Vice Media is the media empire largely built off being an ad agency. For years, the Brooklyn media company has worked closely with brands to make them cool, or at least make their brands part of cool content.
Now, Vice wants to prove to advertisers that this kind of branded content is effective while giving them a better understanding of the audience they’re reaching. To do this, Vice has partnered with WPP-owned research giant Kantar on two research-centric initiatives. The first one, called Vice Voices, comes from a partnership with Kantar’s Lightspeed product, which Vice is using to create a panel of 30,000 visitors to Vice’s site that the publisher and its ad partners can use for audience and behavioral research. The second product, through a partnership with Kantar’s market research firm, Millward Brown, allows Vice and its advertising clients to measure how audiences are engaging with branded content and the overall effectiveness of those campaigns.
“We have more demand from clients to execute on brand studies,” said Oliver Laubscher, chief media officer at Vice. “This is our first step in representing branded content in a more accurate way through the help of a third party.”
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This article was published on Digiday.com. A full link to the original piece is after the story.
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