CANNES, France — As brands chase engagement, a number of social publishing platforms are offering more tools to both drive and measure interaction of branded content, says\u00a0John McCarus, SVP Social Content at Digitas<\/a>\u00a0during an interview with Beet.TV at Cannes. “Brands are starting to get help from a more evolved social structure and we now have partners providing tools,” he says.<\/p>\n

For instance, Yahoo’s acquisition of tumblr \u00a0now allows for a more evolved content marketing program that can drive earned output and measure it with better tools, he says. Tumblr’s native ads<\/a> now appear across Yahoo’s properties, which can deepen engagement. Likewise, Pinterest is working to help brands find content that is engaging and deliver that to users. Facebook is also recommending that brands focus on content.<\/p>\n

Please find more Beet coverage of\u00a0Cannes Lions here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES, France — As brands chase engagement, a number of social publishing platforms are offering more tools to both drive and measure interaction of branded content, says\u00a0John McCarus, SVP Social Content at Digitas\u00a0during an interview with Beet.TV at Cannes. “Brands are starting to get help from a more evolved social structure and we now have […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[3352,4515],"tags":[5291,3361,4364],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/28010"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=28010"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/28010\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=28010"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=28010"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=28010"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}