Since autumn 2020, BurdaForward (including Focus Online, Chip.de, TV Spielfilm Online, Bunte.de) has been using artificial intelligence to make its news content more constructive.
Customers and agencies with content experience can now independently publish branded content campaigns on BurdaForward portals (including Focus Online, Chip and Huffington Post). The new self-publishing tool can be used to display and scale native campaigns across multiple portals. In one of the first cases, the agency C3 Creative Code and Content is using the tool for a customer campaign from the energy industry.
For the first time, advertising customers and agencies will have direct access to the Focus Online, HuffPost, Chip, NetMoms and Finanzen100 portals. This will allow BurdaForward customers to post scalable native advertising products and display them across various media brands.
“Self-publishing is a core part of our Goodvertising strategy. Together with our customers, we want to forge new paths to better, user-friendly advertising, support new metrics and above all create the transparency the market has been justifiably demanding for some time”,
Carsten Sander, Director Product & Development BurdaForward.
Products such as native teasers, articles and even entire sections can be created in just a few steps and published in the portal’s look and feel. To measure the success of the campaign, the customer/agency is given access to key figures such as ad impressions, clicks, teaser click rate (CTR), length of stay and many more, which can be viewed during the campaign.
C3 Creative Code and Content is one of the first customers to use the self-publishing tool for an energy-related client campaign on Focus Online, Chip and HuffPost. Various native articles are running for three months on topics relating to energy and electricity, efficient electricity usage and alternative energy resources.
“Native campaigns are a strong content marketing instrument for scaling relevant content. We are using the target group-specific reach of the HuffPost, Focus Online and Chip brands for the content of this campaign. The BurdaForward self-publishing tool provides us with short lead and response times and flexible set-up.”
Karsten Krämer, managing director of C3 and manager of the Munich site