How News UK’s Branded-Content Shop Shows How Ads Work
News UK is taking inspiration from agencies on how to create branded content. In the last year, the publisher’s branded-content arm, Bridge Studio, has worked closely with agencies to build a framework around how it creates content.
Most publishers’ branded-content arms think audience first, rather than through the lens of their own brands. Bridge Studio believes it differentiates itself by overlaying emotion profiles onto the target audience, partly through tools from companies acquired by News UK, like video distribution company Unruly and social news agency Storyful. In the last year, Bridge Studio has started running post-campaign analysis on every campaign to prove the ads work.