This week we're diving into how companies are turning to branded studio pieces to spread awareness around their initiatives in a longer form narrative.

What's 🔥 Right Now

The power of branded content

• Pfizer launched a branded content piece with Semafor, diving into their efforts towards a Trachoma vaccine. Native ads are running across site, driving to the branded article. 

• Verizon is sponsoring a series with Semafor, which includes quick "text" interviews on a variety of topics like travel and leisure from this week.

• Reconstruction Agency launched a branded content piece with The WSJ, diving into their efforts to rebuild Fukushima.

• Google launched a branded content piece with The WSJ, highlighting how Chrome is helping 1 company scale their business (essentially a case study).

• HCLTech launched a branded studio series with The WSJ, diving into how business leaders are tackling the reality of becoming net zero. It includes 3 sponsored articles and 1 podcast. 

• Indeed launched a branded content piece with The WSJ, announcing the 5 hiring and HR trends of 2023.

• AWS launched a branded content piece with The WSJ, diving into leveraging the cloud to increase efficiency. Running a Tech stream takeover with ads that drive to the branded article. 

• Visa launched a studio piece with The Washington Post, diving into how communities benefit from their innovative payment technology.

• Toyota launched a studio piece with The Atlantic, diving into the company's attention to detail and how the small things make a big difference. Running ads across site that drive to the studio landing page.

• Ericsson launched a branded content piece with Axios, diving into emerging technologies. Running periodic HPTOs, including 1 this week, plus ads across site that drive to the branded article. 

The thought: clients are turning to studio pieces for their power in storytelling. With a strong package deal of 100% SOV on a dedicated landing page, plus homepage takeovers and/or run of network ads, this tactic is an impactful way to educate readers on company initiative that the wider population isn't aware of yet.  

Ads across the web this week

• Energy: Panasonic (The Hill), Ericsson (Axios), Ørsted & Eversource (Politico), Working Forests Initiative (WSJ)

• Tech: Apple (NYTimes), Verizon (Semafor), Meta (NYTimes), Siemens (NYTimes) 

• Business/Finance: LexisNexis (Quartz), Tata (Semafor), Bain & Company (WSJ), Citi (Vox), Innovation Refunds (Vox), Barclays (Axios), KPMG (NYTimes), Ally (New Yorker), American Express (New Yorker)

• Healthcare: National Jewish Health (NYTimes), Pfizer (WashPo), Altria (NYTimes, WSJ), Children's National (NYTimes)

• Non-profit/Associations: American Heart Association (Politico), American Beverage Association (Roll Call), Ad Council (The Hill)

• Education: Cuny Rising Alliance (Politico), KIPP (Roll Call)

• E-Commerce: Clark (NYTimes), Van Cleef & Arpels (NYTimes), Pratt Industries, Inc. (WSJ), Brunello Cucinelli (NYTimes), Burberry (NYTimes)

• Travel: ITA Airways (WSJ), RSSC (New Yorker)

Notable Campaigns

Pfizer ran a HPTO across The Washington Post on 3/20, focusing on their potential breakthrough in cancer research.

NYTimes ran a HPTO across Vox on 3/20, promoting their All Access subscription. Unsure if this was a trade or NYTimes paid Vox like any other advertiser. URL doesn't indicate it's a display ad, rather native set up.

• NYTimes also sponsored Puck's The Town podcast, likely running on Spotify's audience network (SPAN) targeting tool.

Bain & Company is running a Markets stream takeover on The WSJ this week, focusing on how to prepare for the next recession.

Altria is running a HPTO on The NYTimes and WSJ today, 3/23, focusing on a smoke free future.

Newsletter Tracker

Here's a link to the full newsletter list

Across the newsletter tracker, this week has a STR of 51% 💰

New Branded Content

• Semafor: Pfizer, Verizon

• WSJ: Reconstruction Agency, Google, Indeed, TCS, TaxAct, HCLTech, AWS 

• WashPo: University of Virginia, Visit Maryland, Visa 

• The Atlantic: Toyota

Here's a link to the full branded content list

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