Starcom MediaVest Group Launches CONTENT@SCALE, a Next-generation Technology Platform for Automating and Scaling Premium Content in Real-time
SMG Partners with Leading Publishers Including Time Inc., Glam Media and Rodale
LAS VEGAS, January 5, 2014 — Starcom MediaVest Group (SMG), a division of Publicis Groupe [Euronext Paris FR0000130577, CAC 40], 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.
“The future is live marketing. CONTENT@SCALE delivers on this promise—today, in a sustainable and scalable way,” says Lisa Weinstein, President, Global Digital, Data and Analytics, SMG. “Until now, two of the biggest obstacles to making real-time marketing a reality have been the timely availability of quality content, and the challenge of scaling it – within paid media in particular. CONTENT@SCALE solves both of these problems. For the first time marketers have access to a library of high quality content consumers care about most, available on-demand.”
CONTENT@SCALE is an evolution of SMG’s link.d3 real-time content engine, which leverages real time data for brands to align with the most relevant topics and react with meaningful content across paid, owned, and earned channels. CONTENT@SCALE will automate the content process and allow brands to quickly identify, source, publish and scale premium content from across a media buy. With CONTENT@SCALE, evergreen content from premium publishers can be sourced by brands and repurposed for distribution within their display media with a roadmap to expand to owned websites and even social channels. Brands can now amplify their campaign messages along with content produced by the publishing titles found in CONTENT@SCALE.
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.”
About Starcom MediaVest Group
Starcom MediaVest Group is the Human Experience Company. We believe experiences matter. They enhance lives and build brands. We bring brand experiences to life through SMG's three global award winning agency brands: MediaVest, Starcom and Spark. Ranked the number one global media network in billings in the world by RECMA, SMG (www.smvgroup.com) encompasses an integrated network of human experience strategists, investment specialists, content creators and digital & technology experts. With over 7,800 employees in 110 offices worldwide, SMG partners with the world's leading companies including The Coca-Cola Company, Kraft Foods, P&G, Samsung, Walmart, among others. In 2013, SMG was named Festival of Media Global Network of the Year. SMG is part of Publicis Groupe [Euronext Paris FR0000130577, CAC 40], one of the world’s leading communications groups.
Flite is the leader in multi-screen advertising, delivering ad innovation at scale to the world's top publishers and brands. Marketers use the self-service Flite Platform to reduce the complexity and cost of delivering differentiated ad products that engage their audiences. The Flite Platform serves, updates, and measures advertising in real-time and integrates web applications directly into online ad units fueling digital advertising innovation at scale. Flite enables marketers to be agile, and respond immediately to real-time performance metrics and daily events by updating their paid media creatives with relevant content and functionality. Based in San Francisco with offices in New York City and Chicago, Flite is backed by Sequoia Capital, General Catalyst Venture Partners, Hummer Winblad Venture Partners, NCD Investors, Harrison Metal, Condé Nast, and Iris Capital. For more information, please visit www.flite.com or follow us on Twitter: @flite.