Avid Collective calls for industry standardisation of branded content
Avid Collective, a branded content platform, is calling on the industry to align on and standardise the use of branded content to help drive accessibility and growth.
Encouraging publishers, agencies, and other industry players worldwide, Avid Collective is urging for the establishment of a unified category name and definition to ensure consistency.
A mock up piece of branded content
While designed to function as advertising, branded content is created by publishers in partnership with brands and is tailored to fit seamlessly within a publisher’s editorial formats, delivered within a publisher’s environment, and promoted by the publisher to create genuine advocacy.
Branded content is uniquely opt-in for consumers, as formats can range from articles, social posts, product reviews, to face-to-camera videos and podcast integrations.
Historically, the category has been clouded by numerous names and definitions, which Avid Collective said makes it inaccessible and confusing in-market, causing damage to the growing channel.
A mock up piece of branded content
“Native content is now often associated with native display ads. Branded content is distinctly different from native display and other advertising channels; it is bespoke content created by publishers for their audiences, delivered and promoted in their environments to create genuine advocacy,” said Luke Spano, CEO of Avid Collective.
“It’s the only channel that consistently adds value for both brands and audiences simultaneously.
“We want to ensure there is an understanding in the market that branded content is not ad-served, and is instead, a powerful, non-intrusive and uniquely opt-in channel.”
The call for standardisation follows the launch of Avid PubSuite last year, an end-to-end platform for branded content campaigns.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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