Digital publishers are under pressure to find new ways for advertisers to reach their audiences. This has led to a growing use of “sponsored content” across sites like Gawker, Buzzfeed, The Huffington Post and others.
The moves are part of the shift by many brands to think of themselves as publishers in their own right. As Todd Sawicki, chief revenue officer of Cheezburger, said, “It’s a form of advertising that the online world is uniquely qualified to distribute.”
The challenge is to do this in a way that benefits all sides: publishers, advertisers and readers. Developing a sponsored content strategy is not as simple as republishing a brand’s press release. It often involves the publisher getting its hands dirty and helping the advertiser craft the content in a way that will appeal to the publisher’s audience. Digiday examined the sponsored content programs of five publishers: The Huffington Post, Buzzfeed, Gawker, Forbes.com and Cheezburger.
Nice collection of sponsored posts. I don't think this is anything new. One of my favorites is something we did at IGN with the Activision team. Check it out.