Branded-Content Deals Account for 60 Percent of CNN International’s Revenue
Despite the struggles of many publishers’ in-house branded-content studios, CNN International’s branded-content revenues continue to swell. The news broadcaster claims 60 percent of its revenue comes from deals that incorporate branded content created by its in-house studio Create, up from 54 percent last year.
Much of that growth is due to changes in how deals are sold to clients, along with a spurt in distribution capabilities across its own and off-site properties. The media owner has tried to move away from banner ads and click-based reporting, and it has increased the number of native ad placements on its sites by 300 percent since it started using native ad firm Sharethrough’s distribution platform a year ago, though CNN International wouldn’t share specific numbers.