By purchasing traditional ads across a variety of media, GEICO typically tells us how to save money on car insurance. In a new, video-first sponsorship with Time Inc., the insurer aligns itself with consumer financial advice in one of the publisher\u2019s largest video initiatives to date.<\/p>\n

It comes as Time Inc. continues to roll out its enterprise sales model, the collective result of its investments in content creation, video capabilities and, in the case of consumer targeting, its 2016 acquisition of ad tech firm Viant.<\/p>\n

Considering Time Inc.\u2019s ownership of new fewer than 22 brands, \u201cThere\u2019s no reason why we can\u2019t take and extend those brands and tell our stories through sight sound and motion, which is exactly what we\u2019re doing,\u201d Brad Elders, President, Digital Ad Sales, says in this interview with Beet.TV.<\/p>\n

GEICO\u2019s sponsorship of Coinage, a new, video-first brand, leverages the audiences of all 22 Time Inc. brands with 600 short-form videos throughout 2017 \u201ctalking about any kind of financial issue across multiple life stages,\u201d Elders says.<\/p>\n

Approximately 90 seconds in length, Coinage videos<\/a> will feature original infographics, in-studio interviews with personalities and experts and other relevant news and information, according to a release announcing the initiative. Nearly every Time Inc. brand will contribute content and promotional efforts to the project, including their social media channels, which reach an audience of nearly 250 million.<\/p>\n

Enterprise selling creates a much larger distribution channel for the various content produced by all of Time Inc.\u2019s assets. \u201cWhat the enterprise selling model lets us do is work in a much more comprehensive way,\u201d Elders explains, developing content \u201cthat isn\u2019t specific to any one brand but can actually live on a bunch of different places.\u201d<\/p>\n

He says advertisers have asked publishers to \u201cput some skin in the game\u201d by not just creating lots of content but by distributing it in a way that maximizes consumer engagement of the content. Time Inc. took a big step in that direction by acquiring Viant<\/a>, whose Viant Advertising Cloud\u2122 provides marketers with access to over 1.2 billion registered digital users who can be targeted with cross-device advertising.<\/p>\n

\u201cEverything we do is more data-infused than it\u2019s ever been,\u201d says Elders.<\/p>\n

This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

By purchasing traditional ads across a variety of media, GEICO typically tells us how to save money on car insurance. In a new, video-first sponsorship with Time Inc., the insurer aligns itself with consumer financial advice in one of the publisher\u2019s largest video initiatives to date. It comes as Time Inc. continues to roll out […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6368],"tags":[3881,4979,6417,6418,6419],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45872"}],"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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=45872"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45872\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=45872"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=45872"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=45872"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}