Global ad network Dentsu Aegis has upped the ante on its content marketing by solidifying its relationship with content discovery platform Outbrain.
“As our clients shift more into digital content marketing, we are focused on providing solutions that help brands scale and drive the right impact from these activities,” said Andrew Reid, Dentsu Aegis Network Australia head of digital and data.
“We aim to ensure our agencies are working with best-in-class solutions. Outbrain has the scale to drive the right impact with the right audience, and its extensive publisher partner network includes premium sites that our clients trust.”
Content marketers use Outbrain to promote a variety of content to users straight from the online publisher sites. So far in Australia, Outbrain has partnered with Fairfax Media, News Corp, Yahoo7, The Guardian and numerous others.
Adam Carroll, head of brands and agencies, Outbrain Australia – New Zealand said: “We are committed to operating openly and transparently to drive better outcomes for our publishers by working across the entire marketplace of brands and agencies.
“By partnering with Dentsu Aegis Network Australia, Outbrain will be able to provide best-practice content marketing planning, distribution, measurement and optimisation for more brands in Australia.
“Dentsu Aegis agencies have been extremely forward-thinking and early adopters of new technologies and capabilities we bring to the table. Most Australian brands are still experimenting with digital content marketing and run a simple model for success that is based on page-views and cost-per-click rather than a model that is engagement and performance driven.”