Canny business development managers eager to get the low-down on the hottest new developments in Adland might spend a little time familiarizing themselves with Ideal Media, a New York-based startup that takes an intelligent approach to native content advertising.
Content promotion + content creation = success
Founded by erstwhile Venture Fan Network chief revenue officer Eder Holguin, it follows in the footsteps of customer engagement platforms like Taboola and Outbrain, working with publishers to include recommended content on their web pages. The startup’s Director of Sales, Matthew Mosk, explains that the look of this content will be different from one site to another, because Ideal media specializes in creating bespoke native integrations every time. And it’s making money from the sponsored content that gets thrown into the page’s mix.
Following in another’s footsteps is all well and good, but hard-nosed business development managers will want to know what’s unique about Ideal Media. For one thing, its units work on mobile, tablets and social media as well as desktops and Mosk says it’s developed a “highly targeted channel strategy (automobiles, sports, tech, health, women’s, etc.).” But the key distinction is that, unlike its competitors, Ideal Media isn’t simply promoting content: it’s helping its customers create it as well, offering its advertisers free content marketing services.
Why subtlety wins
The aim, according to Mosk, is to take a more subtle and nuanced approach to content marketing. It’s clear to a growing number of brands that today’s savvy web users aren’t simply ignoring display ads, they’re also put off by finding a blatant ad when they click on a link suggestive of interesting content (which is standard fayre for some Content Discovery Networks). Ideal Media strives to ensure its content is genuinely relevant and interesting – the team doesn’t go in for straightforward ads.
As most business development managers would agree, that’s quite a gap in the Adland world that Ideal media is bridging (Outbrain, for example, doesn’t create customized content of its own, although having recently acquired Scribit, it’s able to let its customers search for relevant content from publications like the Huff Post).
As things stand, Ideal Media (which is funded by its founder, Eder Holguin, plus friends and family) plans to go on offering free content creation but it’s considering charging for premium services.