WHAT IS IT?
Content on Demand is a product within PMC’s suite of content distribution solutions. It works by using native display teaser ad units to drive people to a piece of original brand content, usually in article format. This content is viewed within the look and feel of the publisher’s website, giving the reader the perception that this is editorial from the publisher rather than an advertisement. The objective of using the product for a brand is to deliver a deep engagement with key brand messages or stories included in the content, therefore the key metric for COD is content dwell time.
Image: COD User Journey
THE VALUE PROPOSITION
COD is a product aimed at brands whose objectives are focused on branding and engagement. It is not a performance product which makes it different to most native products available on the market. The focus is on developing extremely high quality content assets based off a clear editorial strategy developed for the brand, that target content dwell times of more than 40 seconds on average. The media buy and content development costs are packaged together and clients are charged on a Cost per View/Reader basis, so they are buying guaranteed content views. We deliberately stay away from using media metrics to assess the product so it cannot be compared on price to performance-based digital formats.
Image: Average Content Dwell Times (German Market Example)
HOW DOES IT WORK?
There are three elements required to deliver the COD product in a market:
1. Media Network – the network of publishers the teasers and content can be distributed through for viewers to engage with.
2. Native Content Technology – the technology that is embedded onto the publisher’s website that the content articles are served through.
3. Brand Content Production – production of the actual article or other piece of content that we want people to read or view.
Image: Article Feature Integrations Customised to Objectives
WHO IS INVOLVED?
PMC – responsible for leading the product development, sourcing technology and media partners (can be a combined solution) and developing the editorial strategy and content assets for the campaign.
Technology/Media Partner – one or multiple 3rd parties responsible for providing the native technology platform and in some instances access to the media network.
PMX or APEX – responsible for working with PMC to negotiate deals with the leading publishers in the market to build out an exclusive COD premium publisher market place.
Client Teams and Digital Planners – responsible for working alongside PMC to sell the product to clients and ensure it is included on media plans where it can deliver against a client’s objectives.
Clients are charged on a fixed Cost per Content View model (referred to a Cost per Reader in some markets.) A view counts as a fully loaded page displayed for 5 seconds. The media, technology, content production and project management costs are typically bundled together into a single cost. PMC make their margin by marking up the media and technology costs and charging a fee for the project management and content production. The margin does vary by market. The product is more profitable (margin >40%) in markets where we have our own private publisher market place, as here we have better media rates as the deals are direct with the publisher.
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