BuzzFeed Changes Labels on Promoted Content

BuzzFeed is revamping how it specifies sponsored content. The site will now label branded content with a small, bold yellow box stating it is "promoted by" a particular marketer, and brand pages will be labeled "brand publisher" instead of "featured partner." BuzzFeed previously designated sponsored content with a "presented by" tag and placed it on a light yellow background, similar to how Google used to promote its ads. However, the pale color was difficult to distinguish on BuzzFeed, especially on mobile screens. The move is in line with social networks like Facebook and Instagram, which designate sponsored content with less pomp and circumstance than publishers such as The New York Times. Branded articles on the Grey Lady are surrounded in blue and have bold disclaimers everywhere, from the URL to the kicker at the bottom of the page, proclaiming that editorial no part in creating the materials. Meanwhile, Facebook puts "sponsored" directly under an advertiser's name, and Instagram stamps an arrow logo with the "sponsored" label across from the brand name. Twitter shows that a tweet was paid for with a yellow box and an arrow, followed by the word "promoted." Marketers tend to be wary of content boldly designated as non-editoral, but as long as the content is high quality, most readers don't care, said MEC's managing partner of digital content marketing Gian LaVecchia. Brands should not be afraid of having their content highlighted as promoted, as long as it's... Continue reading at 'AdWeek'

[ AdWeek | 2014-05-31 00:00:00 UTC ]
News tagged with: #high quality #readers don #managing partner #people don

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[ Publishing Perspectives | 2013-09-11 00:00:00 UTC ]
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Content Recommendation Company Now Allows Users to Reject Stories

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[ AdWeek | 2013-09-04 00:00:00 UTC ]
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Promotion for Sion Hamilton at Foyles

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[ The Bookseller | 2013-09-02 00:00:00 UTC ]
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BuzzFeed's Jon Steinberg Trumpets Shift to Hard News

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[ AdWeek | 2013-08-30 00:00:00 UTC ]
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LinkedIn Partners With Startup to Curate Content for Brands

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[ AdWeek | 2013-08-21 00:00:00 UTC ]
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Gay-Themed Russian YA Novel Sold with Warning Label

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[ Publishing Perspectives | 2013-08-06 00:00:00 UTC ]
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Grace Cheetham promoted at Duncan Baird

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Facebook offers promotional help to small game developers

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Content-Focused Technology

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[ Folio Magazine | 2013-07-26 00:00:00 UTC ]
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