As more companies join the content marketing bandwagon, one startup is leading the way with a new platform designed to help them promote their brand by converting brand-site and other web-based content into ads.
OneSpot is aiming to change the face of online advertising sales with its innovative approach. As more than a few advertising sales managers, business development managers and search engine marketing specialists know in their hearts, the rise of content marketing is qualifying the effectiveness of more traditional ads.
Making marketing interesting, not annoying
The firm’s CEO and founder, Matt Cohen, argues that it’s lively editorial content, not advertising, which has the greatest impact on people’s opinions. But he thinks that the content vs. advertising distinction is a false dichotomy, anyway, because for most people the real difference isn’t between commercial and non-commercial but between “annoying” content and interesting content.
OneStop is dedicated to promoting interesting content, using lively blogs from a brand’s website or favorable reviews of a product from elsewhere on the Web, and then repackaging them as banner ads distributed over a wider network. Customers funnel all their content into OneStop’s system; all content from a brand’s feed gets in automatically while that from different sites can be added manually.
Clever targeting through relationships
Cleverly, it targets ads to individual viewers, nudging them subtly toward the outcome specified by the advertiser. Visitors to a OneStop site get tracked by a cookie, whereupon it delivers customized ads based on other sites visited.
Cohen says that retargeted ads usually aim to drive a particular outcome (like signing up for email alerts or making a purchase). But OneStop aims to build a relationship with the viewer first, bringing the desired outcome about a little further down the road.
Ryan Koechel, director of e‑commerce at Remington (one of the startup’s early customers), said:
“OneSpot has been able to give us a ROI on display ads that we would have never thought possible and we found OneSpot really enabled us to come full circle with our strategy. They are definitely the missing link in our 360 degree approach to digital marketing, are just as valuable as PPC and complementary to every other marketing channel we use.”
The company has just secured $1.5 million in a funding round led by RSL Venture partners.