AOL & MillerCoors sign $5MM “Native” Ad Deal
Forget banners, pre-rolls or anything that looks like “advertising.” Brands want ownership of “editorial”, and with big bucks at stake, publishers are playing along. AOL will produce about 350 pieces of original content, including 100 videos, for Miller, before eoy. Each piece will appeal to male millennials, and plug Miller Lite, Coors Lite, Blue Moon, or Redd’s Apple Ale. The editorial content, dubbed the “Brew Pub Newsroom,” will span AOL properties: Huffington Post, Huff Post Live and Mandatory.com.
MillerCoors is hardly the only brand testing publishers’ willingness to blur those lines that have traditionally separated editorial and advertising. Ford just committed a reported $10 million to sponsor a video series, “This Built America,” by AOL.
Why It’s Hot
While not a totally new idea, even in the form described (big money, multi-media), marketer interest is increasing. We’re doing more content integration and distribution work than a year ago and this is likely to evolve to include more content sourcing and original content development in the future. Native advertising programs are a far cry from media buys. They require team collaboration throughout. Strategy, creative, media, project management and account services, must be intimately involved from inception through proposal development, negotiation, definition of roles/responsibilities, client presentation and so on. It’s exciting and presents huge opportunities for creativity…and team-bonding!
Source: iMedia Connection, Gavin O’Malley, Mar 18 2014