iSyndicate provides sponsored content to boost response

US new-media specialist iSyndicate is hoping to increase the effectiveness of advertising with a revolutionary technique - adding editorial.

US new-media specialist iSyndicate is hoping to increase the

effectiveness of advertising with a revolutionary technique - adding

editorial.



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

cent.



’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

product.



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

Thomas.



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.



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