From native to branded content: Avid Collective calls for industry alignment + standardisation from publishers, brands and agencies
Australian branded content company Avid Collective is calling for the establishment of a unified category name and definition, encouraging alignment from publishers, agencies and other industry players worldwide, on the use of ‘branded content’ as the correct and only name used for the category.
Avid is seeking to establish a standardised category name to help drive greater consistency, improving accessibility and fuelling growth.
While still designed to function as advertising, branded content is created by publishers in partnership with brands, tailored to fit seamlessly within a publisher’s editorial formats, delivered within their environment, and promoted by a publisher to create genuine advocacy. Formats can range from articles, social posts and product reviews, to face-to-camera videos and podcast integrations. This makes branded content uniquely opt-in, creating genuine connections between brands and consumers.
Historically, the category has been marked by numerous different names and definitions making it less accessible and confusing in-market, which Avid Collective believes is damaging to the growing channel and the industry more broadly.
Says Luke Spano, CEO at Avid Collective: “Native content is now often associated with native display ads. Branded content is distinctly different from native display and other advertising channels; it is bespoke content created by publishers for their audiences, delivered and promoted in their environments to create genuine advocacy. It’s the only channel that consistently adds value for both brands and audiences simultaneously.
“We want to ensure there is an understanding in the market that branded content is not ad-served, and is instead, a powerful, non-intrusive and uniquely opt-in channel.”
The call for standardisation and alignment follows the launch of Avid PubSuite last year – Avid’s global, market-first, end-to-end platform for branded content campaigns. Purpose-built by publishers for the digital publishing industry, the platform transforms branded content campaigns, significantly reducing publishing time and driving revenue growth via an enhanced advertiser experience.