US new-media specialist iSyndicate is hoping to increase the
effectiveness of advertising with a revolutionary technique - adding
The company, which launches in the UK on 5 June, has developed a concept
called ’sponsored content’, which it says can increase online
advertising clickthrough rates from 0.5-1.5 per cent to up to 11 per
’An ad set in an appropriate content environment is much more
compelling,’ said Jeff Thomas, iSyndicate’s vice-president of marketing.
’It’s really relevant.’
The company aims to match content to specific advertising offers, for
example, publishing editorial reviews alongside an ad for a specific
The content is not restricted to editorial but can include pictures,
video and sound. The revenues generated are split between iSyndicate,
the advertiser and the editorial partner. ’Everyone gets a cut,’ said
iSyndicate has linked up with 24/7 in the US to provide sponsored
content packages to coincide with the US basketball championships.
The company has already accumulated an impressive US client list,
including names such as Citibank and Wells Fargo.
In the UK, the company is setting up deals with content partners that
include The Guardian, the Financial Times and ITN New Media.
Thomas said the company would be working with 24/7 in the UK to develop
sponsored content packages for British clients.