Marc Rothschild's presentation from the Digiday Brand Summit in Key Biscayne, Florida on April 26th, 2016

1. HOW SMART BRANDS ARE
PARTNERING WITH PUBLISHERS
MARC ROTHSCHILD | SVP, Meredith Digital
KATE METZINGER | Director Media & Marketing Technology,Georgia-Pacific
From content ideation to programmatic distribution:

2. 2
kraftrecipes.co
m
comidakraft.com
FRIENDS
FANS
FOLLOWERS
82MUNIQUE
VISITORS
54M
EVOLVING needsACROSS HER PASSIONS, AT EVERY LIFE STAGE

3. Source: Nielsen 2009—2014, results based on primarily CPG campaigns
Designing & Executing Turnkey, Content
and Media Led Partnerships
Meredith Has Become the Industry Leader in
“It marks not only one of the largest content-based advertising initiatives
to date, but also offers a roadmap for any undertaking of this type.”
—
DIGITAL CONTENT NEXT
The infrastructure in place to deliver
an end-to-end solution for brand and agency partners
INFOGRAPHICS | ARTICLES | SLIDESHOWS | RECIPES | VIDEOS | SOCIALIDEATION
CREATION
DISTRIBUTION
OPTIMIZATION
VALIDATION

4. Meredith + Georgia-Pacific
4
Holistic, cross-platform partnership
RECIPE
INTEGRATION
PROGRAMMATIC
& BRANDED MEDIA
DATA&
INSIGHTS

5. 5

6. Results
6
PROVEN CONSUMER ENGAGEMENT PROVEN BRAND LIFT
800M+
TOTAL IMPRESSIONS
100M+
VISITS TO CONTENT
SAW SIGNIFICANT LIFT IN
ENGAGEMENT ACROSS:
üBranded content
üDisplay ads adjacent to content
üRecipe alignment
üAmong targeted audience
Delivered lift in key
metrics across all six
Georgia-Pacific brands
EFFECTIVE MEDIA & CONTENT MIX

7. Key Takeaways
7
Larger partnerships enable
cohesive execution and unified measurement
3
Partnering early gives you the freedom to
conceive content and digital assets with distribution in mind
1
Mindset shift from campaign strategy to
brand and business strategy
2

8. 8
Thank You