Lifestyle digital publisher Say Media is gung-ho about producing branded content for advertising partners on its content sites – but that doesn’t mean it thinks it should have exclusivity over the ensuing material.
“We give the partners rights and permissions to use that video content on their own (channels) – it needs to have a life of its own,” branded content and content production VP Jennifer Catto tells Beet.TV in this video interview.
One recent example of such a Say Media branded video exercise was the campaign it produced with fashion brand Boden and its xoJane publisher Jane Pratt. On native branded video, Catto says: “It started back with soap operas.” And Say Media is pleasantly surprised to be finding viewer completion rates for in-stream branded video in the realm of 48 percent.