Christopher Heine of Adweek writes about some of the strategies that Bloomberg is using to try to increase its advertising revenue.
Heine writes, “Let’s break down the other components of Bloomberg’s presentation.
“B:Intent is designed to place brands in a more accurate context when it comes to the mindset of viewers. For example a hospitality brand or airline wouldn’t pay to appear near an internationally-themed video being consumed for entertainment purposes. Instead, such marketers would be seen alongside pieces educating viewers about destinations—and therefore more likely to be in a booking mindset.
“The behavioral-data-powered algorithms will make these distinctions in terms of ad placement, explained Zazie Lucke, global head of marketing at the company. And referring to such targeting and Bloomberg’s well-salaried demographic, COO Jacki Kelley called the advertising opportunities “the most desirable audience you can buy.”
“Bloomberg Media Studios will offer creative services directly to global and national advertisers, helping develop content that will have more of a native-advertising feel. When pressed about keeping editorial integrity in tact with native ads, Bloomberg Media founder Mike Bloomberg answered, ‘We have to make sure there’s a clear distinction between the two, and we have to make sure that distinction doesn’t take away from people wanting to look at the advertisement.'”
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