As consumers are beginning to trust brands’ ability to create content that entertains, excites, and inspires, more of them are working with publishers to sponsor editorial-style content.
There's a place on the web that collects some of the best of it and it's called the Native Advertising Leaderboard.
Netflix and WIRED recently teamed up to create an interactive content experience called “TV Got Better“, which detailed new ways people are watching television and included an interview with “Arrested Development” co-creator Mitch Hurwitz.
Increasingly, these great branded content experiences are becoming the norm. Until the Leaderboard there has not been a good way to uncover the treasure trove of branded videos and stories that exist online.
The Native Advertising Leaderboard contains powerful tools for anyone interested in the world of sponsored content.
Marketers can gain insight into what type of content is resonating within their industry or across the web over any period of time and publishers can use the Leaderboard as a showcase and to measure their efforts against other content creators.
The Leaderboard was designed in part because of the explosion of media types employed by brand content marketers over the past year.
It contains a library of nearly 1500 pieces of sponsored content and growing, featuring Instagram photos, Vine videos, and branded editorial websites.
The Leaderboard content is ranked using an algorithm designed to identify truly resonant content from a variety of publishers.
The system starts with a base score derived from each piece of content’s total shares on social platforms Facebook, Twitter, Pinterest, LinkedIn and Google+.
From there, a final score a developed that takes into account additional factors such as the content’s share performance relative to other pieces of content on the same publisher.
This method allows great content from smaller publishers to gain notoriety and gives a clearer picture of what “success” means for brand content.
These features, together with the ability to slice the data by up to 21 industry categories, 4 content types and hundreds of brands and advertisers, translate into a robust research tool for publishers and brand marketers.