Starcom Mediavest Group (SMG) has launched CONTENT@SCALE, its marketing solution to scale quality content in real-time.
CONTENT@SCALE is a suite of proprietary products that combines technology, publisher partnerships and in-house specialists to enable brands to activate content at the speed of conversation, by combining the power of dynamic content creation and curation with scaled distribution in a single solution.
It consists of two different products: owned and licensed. CONTENT@SCALE™ Owned enables brands to scale and amplify their own content and assets, including content from brand websites, YouTube videos, Tweets and Facebook posts, through dynamic ad units across paid display advertising. By amplifying existing assets, brands have seen a 4x increase in engagement vs. a standard rich media placement.
CONTENT@SCALE™ Licensed allows brands to identify, source, publish and scale 3rd party content from premium publishers within their display media, all curated by in-house specialists to ensure relevancy and engagement. The licensed product has helped increase relevance and shift perceptions resulting in increases upward of 15%. Through CONTENT@SCALE™ Licensed, marketers have access to more than 300,000 pieces of evergreen content already available with existing publishing partners, including AOL, Time Inc and Forbes.
It compliments with the agency’s current range of tech partnerships and solutions.
Jeffrey Seah, country chair VivaKi, CEO Starcom Mediavest Group SEA, comments: “We all know that digital, data and content do not live in siloed parts. CONTENT@SCALE reflects our next pivot – unleashing the power of integrating them all together. As technology changes the speed and way people engage with content across devices, its imperative successful marketers are able to connect with consumers in real time.”
In SEA, SMG has initiated discussions with dozens of local publishers and content companies to increase the pool of locally relevant content in native languages, made easily available for the agency’s clients.
The SEA launch follows the roll-out in North America, LATAM, EMEA, Russia, Canada, India and Australia.
Ian Loon, head, digital leadership, Starcom Mediavest Group SEA said: “The technology-fueled solution addresses real challenges faced by marketers today in needing their communication to be agile, without the pains of overcoming technology and process hurdles.”