Partnering with your site publisher
Posted: July 15, 2011 | 15:36 ET by Tessa Wegert
When you're about to start planning a new interactive marketing strategy, you hope that fabulous ideas will come easily. You imagine taking your place at the brainstorming table with an arsenal of unique campaign concepts at hand. If, however, you instead find yourself lacking in the creative genius department, there is an easy fix: talk to your site publisher.
Some of the best campaigns to come out of digital media were born not at the agency round table but in the headquarters of the sites on which they appeared. Agency folk may know the client and product best, but can they really claim to understand what site publishers are capable of, not to mention willing to do? Unless they have an in-depth understanding of what types of formats, placements, and sponsorships are available to them and how far a publisher is willing to go to accommodate their needs, they aren't fully equipped to plan a fabulous campaign.
Sometimes, inviting the publisher's input can produce a placement that's completely unique. Video site Break.com is currently running a campaign for IKEA that pits college-bound students against each other as they decorate a room using furniture from the store in a reality TV-style competition. Now in its second season the campaign is entirely integrated into the Break.com site, from page skins and original videos to online voting capabilities. It's branded original content at its best.
It may seem at times that the relationship between advertiser and publisher is about little more than negotiating a sale. If you find yourself stuck in this state of mind, it's time to shift your perception. Try thinking of properties as your media partners, instead of just suppliers. You'll be amazed at what they can do for you.
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Tessa Wegert is a veteran media strategist with a background in media planning and buying, content development, ad copywriting, and campaign management. As a prominent industry writer she has been covering digital marketing and technology for leading newspapers and trade publications for over a decade. Connect with her on Twitter (@tessawegert) and LinkedIn.