On July 9, Verizon Media launched "Brand Story", an advertising format that allows social media stories to be reused in premium publishers' news feeds.
On the advice of the GTB and Mindshare (GroupM/WPP) agency, Ford this summer integrated Verizon Media's new native full-screen, rich media advertising format into the media plan put in place to promote its Puma Ecoboost Hybrid model. This is a first in France.
The story, mixing photo and video, was integrated directly into the article pages of premium sites, in a 100% mobile environment. It was notably distributed in part of the Verizon Media ecosystem on sites such as Yahoo Sport, Yahoo Finance, Yahoo Weather and HuffPost. The campaign, which ran from July 20 to August 16, met Ford's expectations, particularly in terms of time spent (50 seconds on average), engagement rate (<5%) and visibility (70%).
After this very conclusive first test, Ford and GTB/Mindshare renewed the system with a campaign running from September 1 to 13 to highlight, this time, the Kuga model from the same American automaker.
"Brand Story" allows advertisers to reuse their social media stories for delivery via Verizon Media DSP on the Web outside of social media. This enables brands to reach the premium publisher audience. This immersive format offers a wide range of content, including videos, text, polls, quizzes, and shopping modules. All of these options provide consumers with an unparalleled user experience and increase their engagement
"The consumption of stories is exploding: ¾ of smartphone users watch them every week and 68% of the 25-34 say they watch them daily. The Brand Story format is an opportunity for us to engage these mobile users using the formats they love, while relying on the context and premium audience of quality editorial sites.” says Olivier GALLIC, Marketing Communications & Digital Director of Ford France.
"Many advertisers are significantly increasing the share of sponsored stories in their advertising investments, as this format has become so popular. Brand Story allows brands like Ford, who want to extend the reach of this social media content, to extend their reach into media environments." Adds Pegah MOFIDI, Senior Manager, Field Sales France de Verizon Media.