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Starcom MediaVest Group launched today CONTENT@SCALE, a platform that brands can use to enrich their digital advertising with high-quality, vetted, relevant content from premium publishers. Flite powers the technology running this innovative advertising and content marketing solution.

From the press release:

Starcom MediaVest Group (SMG), a division of Publicis Groupe, announced today the launch of CONTENT@SCALE, a next-generation technology platform that will enable marketers to automate and distribute quality content from some of the world's best publishers in real-time.  This new platform will allow SMG clients who participate to surface evergreen content from these publishers across a number of categories including entertainment, health, technology, fashion and more, to publish live into paid media and engage consumers with the topics they care most about right now.  SMG will create this product with leading publishers to make their content available, including: Ahalogy, Demand Media, Glam Media, Forbes, Martha Stewart Omnimedia, Parade, Rodale Inc. and Time, Inc. and CONTENT@SCALE will launch in beta in North America in Q1, and will then roll out globally by the second half of 2014.

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The platform is powered by Flite technology, which is the only SaaS ad platform powering both mobile and display advertising. As the leader in Paid Media Publishing, Flite allows advertisers to scale content marketing and web app functionality into their digital advertising.

“Digital advertising must provide timely, relevant, and informative content in order to make a lasting impression on today’s consumers,” said Will Price, CEO of Flite. “CONTENT@SCALE resolves the traditional content marketing tension between quality and quantity, allowing brand marketers to choose from a vast array of topical content options to suit their campaigns. We’re proud to be powering the technology behind this innovative program.”

Peter Kafka, in the newly-launched digital news magazine Re/code, explains the value of the platform to advertisers and provides an example from Kellogg's (advertiser) and Martha Stewart (content provider):

The offering, built using software from ad tech startup Flite, gives advertisers a library of stuff to choose from that has already been published, identified by different categories — perhaps you’re pushing shampoo, and want a piece about the benefits of essential oils — and lets them plunk an excerpt from the articles directly into a display ad.

The publisher gets a piece of any revenue the ad generates, as well exposure for their stuff and a link to their site. The advertiser gets to associate itself with a “real” publisher.

Will Price, CEO, and Steve Klopf, SVP of Business Operations, are at CES in Las Vegas this week with leaders from SMG and affiliated partners, to participate in this exciting platform launch. A special CES edition of Advertising Age includes an insert describing how brands are speaking to customers in real-time, and how CONTENT@SCALE helps scale that process. Will provided his perspective on the sort of mindset changes advertisers will have to make to adapt to the pace of today's digital marketing:

To talk to consumers in real time, brands need to rethink and rewire how their message gets to market. Brands create meaningful, memorable experiences for consumers when they provide interesting, entertaining content when it’s most relevant to them and at a cadence that builds top-of-mind awareness in a crowded social media marketplace.

Quarterly campaigns need to move to daily executions, and planning, production and execution cycles need to run 90 times faster, while the volume of content required is at least 90 times greater. Brand messages are more consumable as frequent snacks, not occasional feasts.

Flite and SMG, through CONTENT@SCALE, are pleased to offer brands the content, technology and best practices that allow brands to talk to consumers in real time.

Other industry press outlets reported on the announcement as well:

We're thrilled to partner with Starcom MediaVest Group in this promising, next-generation platform, and look forward to sharing more about CONTENT@SCALE in the coming days and weeks!