HOW SMART BRANDS AREPARTNERING WITH PUBLISHERS

MARC ROTHSCHILD | SVP, Meredith DigitalKATE METZINGER | Director Media & Marketing Technology, Georgia-Pacific

From content ideation to programmatic distribution:

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kraftrecipes.com

comidakraft.com

FRIENDS FANS FOLLOWERS82MUNIQUE

VISITORS 54M

EVOLVING needs ACROSS HER PASSIONS, AT EVERY LIFE STAGE

Source: Nielsen 2009—2014, results based on primarily CPG campaigns

Designing & Executing Turnkey, Content and Media Led Partnerships

Meredith Has Become the Industry Leader in

“It marks not only one of the largest content-based advertising initiatives to date, but also offers a roadmap for any undertaking of this type.”

—DIGITAL CONTENT NEXT

The infrastructure in place to deliver an end-to-end solution for brand and agency partners

INFOGRAPHICS | ARTICLES | SLIDESHOWS | RECIPES | VIDEOS | SOCIALIDEATION

CREATION

DISTRIBUTION

OPTIMIZATION

VALIDATION

Meredith + Georgia-Pacific

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Holistic, cross-platform partnership

RECIPEINTEGRATION

PROGRAMMATIC& BRANDED MEDIA

DA

TA &

IN

SIG

HTS

5

Results

6

PROVEN CONSUMER ENGAGEMENT PROVEN BRAND LIFT

800M+TOTAL IMPRESSIONS

100M+ VISITS TO CONTENT

SAW SIGNIFICANT LIFT IN ENGAGEMENT ACROSS:

üBranded contentüDisplay ads adjacent to content

üRecipe alignmentüAmong targeted audience

Delivered lift in key metrics across all six

Georgia-Pacific brands

EFFECTIVE MEDIA & CONTENT MIX

Key Takeaways

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Larger partnerships enable cohesive execution and unified measurement

3

Partnering early gives you the freedom to conceive content and digital assets with distribution in mind

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Mindset shift from campaign strategy to brand and business strategy

2

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Thank You