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GroupM, Yahoo! in content partnership Advertising giant WPP's GroupM Entertainment and Yahoo! have joined forces to create a range of online branded entertainment content.Programmes created by the duo will appear exclusively throughout Yahoo!'s network of websites, including its news, sports, finance and entertainment portals. They will jointly develop creative concepts that map media content with an advertiser's messaging and produce the content for each programme. Yahoo! will also promote the branded programmes to targeted audiences in channels across its network. The companies said the initiative is aimed at helping marketers "creatively incorporate their brands into original online programming." "Marketers need big, ground-breaking ideas that engage and delight consumers, and this partnership with Yahoo! will enable them to create unique high-value relationships," said GroupM Entertainment Worldwide CEO Peter Tortorici.GroupM is already behind two big sponsored content deals on Yahoo! Sites. The TechTicker investment programme is backed by Scottrade and features its ads and logos throughout, while sports show Sports Minute was developed for Dunkin' Donuts and promotes the company's branding. Jules Grant 22 Oct 2009 © C21 Media 2009 |
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