Dive summary:
- “Mashable Lift for Brand Partners,” a new ad product from Mashable, offers a self-serve interface where brands can log-in to create real time sponsored content; Mashable will even help brands create the content in some cases.
- With the new offerings, brands and agencies are able to see their promoted content approved within a two-hour process, bringing that content very close to real-time.
- Although Mashable would not reveal the costs of the services, Adam Ostrow, chief strategy officer of Mashable, said the new product is changing how buyers interact; instead of a hard figure, brand can earmark 100,000 impressions in Vine or 200,000 in YouTube and can manage themselves.
From the article:
"As brands seek to take advantage of the high metabolism Web, where they can tap into a cultural moment, publishers will need to set up not just processes, but tools, to help brands distribute their social messages. Mashable is betting that their large footprint in the social publishing universe will be a conduit for brands wanting to reach a highly social audience."
