{"id":2349,"date":"2023-02-27T15:03:57","date_gmt":"2023-02-27T15:03:57","guid":{"rendered":"http:\/\/a2ztechnologies.co.uk\/demo\/esgnews\/?p=2349"},"modified":"2023-03-08T03:45:35","modified_gmt":"2023-03-08T03:45:35","slug":"the-power-of-premium-content-recommendation-insights-from-esg-news-agency-ceo-rupert-hodson","status":"publish","type":"post","link":"http:\/\/a2ztechnologies.co.uk\/demo\/esgnews\/the-power-of-premium-content-recommendation-insights-from-esg-news-agency-ceo-rupert-hodson\/","title":{"rendered":"The Power of Premium Content Recommendation: Insights from ESG News Agency CEO, Rupert Hodson"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2349\" class=\"elementor elementor-2349\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-bb049c7 singlepostseccontents elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"bb049c7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c6bed68\" data-id=\"c6bed68\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-1501979 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"1501979\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-e94c52f\" data-id=\"e94c52f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f91ceee elementor-widget elementor-widget-image\" data-id=\"f91ceee\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.11.2 - 22-02-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"361\" height=\"248\" src=\"http:\/\/a2ztechnologies.co.uk\/demo\/esgnews\/wp-content\/uploads\/2023\/02\/blog10.png\" class=\"attachment-full size-full wp-image-2351\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-3d8bbe5\" data-id=\"3d8bbe5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-99075ba elementor-widget elementor-widget-heading\" data-id=\"99075ba\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.11.2 - 22-02-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">The Power of Premium Content Recommendation: Insights from Dianomi\u2019s CEO, Rupert Hodson<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-beea5ef elementor-widget elementor-widget-text-editor\" data-id=\"beea5ef\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.11.2 - 22-02-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#818a91;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#818a91;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Originally posted on <a href=\"https:\/\/www.brand-innovators.com\/news\/innovator-insights-dianomis-rupert-hodson\">Brand Innovators<\/a><\/p><p>When Rupert Hodson uses the phrase \u201ccontent recommendation platforms,\u201d he knows that many people in the marketing community will instantly associate it with the sensationalistic or clickbait-style headlines that appear beneath articles on their favorite websites.<\/p><p>He also knows that, as soon as anyone takes a closer look at ESG News Agency, they\u2019ll realize how differently his company has approached this space.<\/p><p>Headquartered in the United Kingdom, ESG News Agency has spent nearly 20 years helping brands place native ads with the ideal publishers to reach their target audience. Unlike Taboola, Outbrain or many similar content recommendation platforms, however, ESG News Agency has remained exclusively centered around publishers serving the business and finance sectors.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-81c056e elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"81c056e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-907e2ba\" data-id=\"907e2ba\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-86dd1e8 elementor-widget elementor-widget-text-editor\" data-id=\"86dd1e8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>By contextually targeting ads to professionals engaging with the finance vertical, ESG News Agency has been able to grow dramatically since its 2010 expansion into the U.S., which now accounts for 80% of its business. According to Hodson, its co-founder and CEO, ESG News Agency clientele includes seven of the top 10 global asset managers and six of the top 10 US banks.<\/p><p>ESG News Agency network, meanwhile, now spans more than 350 publishers, which offers brands access to digital channels that include web sites but also mobile apps and publishers Apple News channels.<\/p><p>\u201cThe fact that we sit across all these publishers, and because we have fixed positions, we\u2019re not competing with other sorts of demand sources,\u201d Hodson told Brand Innovators, adding that ESG News Agency ensures the right experience by turning down the vast majority of advertisers that come its way because they\u2019re not the right fit. \u201cFor an advertiser, if you\u2019re a big US Bank, you can\u2019t afford for your ad to appear next door to gut cleansing ads. That\u2019s just a no-go.\u201d Trust,Transparency and Brand safety have always been front and center of everything we do for both our advertisers and publishers<\/p><p>Last Spring, ESG News Agency completed its IPO, the first of U.K. and Ireland growth investor BGF\u2019s portfolio companies to do so. The next step, according to Hodson, is a move into categories that interest the same high-income earners, but in their off hours.<\/p><p>\u201cWe had publishers who said, \u2018We love what you\u2019re doing on monetizing our financial content, but we also have lifestyle content. Can you help us there?\u201d he said, giving travel-oriented credit cards aimed at affluent readers who are engaging with travel content as an example. \u201cPremium lifestyle advertisers are an exciting growth opportunity for us but again, it\u2019s super important that we remain laser focused on creating a premium advertising environment for both our advertisers and publishers. We see automotive, travel, health and the premium end of the direct to consumer marketplace as key areas of focus.<\/p><p>Hodson shared some additional insights on content recommendation, native advertising and how ESG News Agency continues to differentiate itself:<\/p><p>\u2018Performance Marketing\u2019 Is Best Defined Through A Brand\u2019s Unique KPIs<\/p><p>ESG News Agency works with plenty of advertisers who are trying to achieve conversions, but this can mean different things depending on the brand in question. Some might be looking for a click through to their website where the reader can engage with their content, but others want people to sign up for a newsletter, download an app, sign up for an account or apply for a credit card, etc. Transparency on conversion has been a core driver of our ability to work with brands on an always on basis, as is our ability to optimize activity to conversion on a publisher by publisher basis.<\/p><p>\u201cIn many ways, we work like a lab with our clients, sharing the learnings and optimizing the campaigns together and it\u2019s very synergistic. Consequently, many of our advertisers are always-on, bidding to the efficient frontier, because there is really no reason to come off the platform if they are hitting their KPIs.<\/p><p>Even as much of the ad industry is trying to grasp the impact of Google\u2019s recent decision to replace cookies with Topics, Hodson said that ESG News Agency, having focused on contextual targeting in its purest form since inception, as well as contextual lookalike targeting, is future proofed and well positioned to capture the opportunity that the depreciation of cookies is opening up.<\/p><p>\u201cWe see time and time again that contextual targeting capabilities out perform behavioral targeting, with the latter being what the programmatic advertising ecosystem relies on. The trick is delivering contextual at scale. This is one of our core USPs.\u201d<\/p><p>There Is Still Plenty Of Room For Creativity In Native Ad Experiences<\/p><p>Last year, ESG News Agency launched what Hodson called \u201cstreaming podcasts.\u201d Readers can click \u201cplay\u201d directly on a native ad unit and become listeners to the podcast. It\u2019s a good case in point in how native ad creative will continue to evolve in order to provide a better user experience, Hodson said.<\/p><p>\u201cI don\u2019t quite like the phrase \u2018snackable content,\u2019 but it is that sort of approach where they\u2019re trying to ensure that you keep that engagement,\u201d he said.<\/p><p>Marketers should work with companies like ESG News Agency as a sort of lab partner, he suggested, where its algorithm and team can help test variations on a campaign to maximize results. This can lead to some unexpected strategic moves; Hodson recalled one asset manager client which ended up using data it gathered through digital advertising with ESG News Agency on a nationwide billboard campaign in the UK.<\/p><p>Analytics Can Only Help When You Make The Effort To Produce Excellence<\/p><p>With 18 million articles a month running across its network of publishers, ESG News Agency has developed sophisticated capabilities in terms of guiding marketers to the best placement opportunities. This includes the ability to show data on content that is trending well or identifying \u201cwhite spaces\u201d that show where audiences are waiting to be provided new or different content.<\/p><p>That said, Hodson pointed out that native ads need to adhere to what are considered premium best practices. Depending on their goals, for instance, some evergreen content might perform well over a longer period, while other content should be more timely. Information needs to be \u201cdigestible\u201d for busy audiences with low attention spans. And of course, native ads have to provide genuine value.<\/p><p>\u201cOur targeting will help,\u201d he said, \u201cbut ultimately it\u2019s reliant on the brand producing high quality content that generates interest. That content can be in the form of written articles, infographics, videos or podcasts. It takes us back to the basics of successful advertising: delivering high quality advertising \u2013 why we focus on premium brands, into professionally curated and relevant content \u2013 our premium publisher partners, in a privacy friendly manner \u2013 targeting through context, not user data. And this is all done through our reach to over 440 million unique devices on a monthly basis.\u201d<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>The Power of Premium Content Recommendation: Insights from Dianomi\u2019s CEO, Rupert Hodson Originally posted on Brand Innovators When Rupert Hodson uses the phrase \u201ccontent recommendation platforms,\u201d he knows that many people in the marketing community will instantly associate it with the sensationalistic or clickbait-style headlines that appear beneath articles on their favorite websites. He also [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2351,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-2349","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"_links":{"self":[{"href":"http:\/\/a2ztechnologies.co.uk\/demo\/esgnews\/wp-json\/wp\/v2\/posts\/2349","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/a2ztechnologies.co.uk\/demo\/esgnews\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/a2ztechnologies.co.uk\/demo\/esgnews\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/a2ztechnologies.co.uk\/demo\/esgnews\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/a2ztechnologies.co.uk\/demo\/esgnews\/wp-json\/wp\/v2\/comments?post=2349"}],"version-history":[{"count":24,"href":"http:\/\/a2ztechnologies.co.uk\/demo\/esgnews\/wp-json\/wp\/v2\/posts\/2349\/revisions"}],"predecessor-version":[{"id":2589,"href":"http:\/\/a2ztechnologies.co.uk\/demo\/esgnews\/wp-json\/wp\/v2\/posts\/2349\/revisions\/2589"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/a2ztechnologies.co.uk\/demo\/esgnews\/wp-json\/wp\/v2\/media\/2351"}],"wp:attachment":[{"href":"http:\/\/a2ztechnologies.co.uk\/demo\/esgnews\/wp-json\/wp\/v2\/media?parent=2349"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/a2ztechnologies.co.uk\/demo\/esgnews\/wp-json\/wp\/v2\/categories?post=2349"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/a2ztechnologies.co.uk\/demo\/esgnews\/wp-json\/wp\/v2\/tags?post=2349"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}