Meredith Corporation was a pioneer in offering print advertising sales guarantees, something it subsequently extended to digital and cross-platform media. Now it’s set to offer guarantees on video advertising ROI.
“Just like we’ve done in print and just like we’ve done in digital, one of the things that we’ll be talking about with brands this year at the NewFronts is our new ability to guarantee positive ROI against video ad campaigns,” says Andrew Snyder, Meredith’s new SVP, Head of Video.
Advertisers have always been focused on increasing their understanding of the true performance of their video advertising, Snyder, who most recently was SVP of Sales at Meredith, says in this interview with Beet.TV.
“And as marketers have become much more adept at measuring the impact of digital video, of course they’re more attentive than ever to the performance of their video ad campaigns.”
In addition to its massive scale following the company’s acquisition of Time Inc.’s publishing holdings, Synder says a main point of differentiation is “our willingness to actually guarantee positive ROI performance.”
He talks about the magnitude of change following the Time Inc. deal and the ongoing integration of “two amazing, iconic portfolios of powerful media brands.” Across the combined portfolio, “our focus is programming video content for each of those brands, not unlike how you might program a cable network.”
The company now generates 275 original series.
Snyder says Meredith is the dominant player in categories like food, where it has the “number one reach among all digital media companies, more video viewers than even the Food Network in Meredith’s food category.”
Its other strengths lie in such areas as parenting and homes, celebrities and entertainment.
“No matter the topic, no matter the vertical category, we likely have a solution for you in our portfolio.”
This video is part of a series titled The Road to the Digital Content NewFronts. It is a preview of topics to be explored at IAB’s NewFronts, which begin on April 30. This series is presented by Meredith Corporation. For more videos from the series, please visit this page.
