Bloomberg Media's Kinection Forms Content Partnership With Oracle

Kinection, Bloomberg Media’s new custom content studio, has announced a commercial content partnership with Oracle, a management software company.

The aim of the campaign is to engage finance leaders across Europe, Middle East and Africa to "explore the changing role of today’s CFOs as they become increasingly empowered by data and technology," according to a statement from Bloomberg Media.

The campaign uses data and trends from Bloomberg Intelligence, syndicated content from Bloomberg’s global editorial teams and custom content.

Penny Bartram, head of Bloomberg Media’s content solutions in EMEA, told Publishers Daily that the deal is mainly a digital project, which will include custom content in article and video formats, "running alongside a highly-targeted display campaign with custom built ad units created specifically for this partnership."

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Bartram said the digital campaign lives on a series of custom content and native articles, with each article cross-promoting the other articles in the series.

For example, the article titled "The CFO is dead, long live the CFO," was sponsored by Oracle and Intel, and focuses on the changing role of CFOs in today's world.

"These units are automatically optimised to drive maximum engagement from the audience," Bartram said.
Readers can access the content via a variety of special custom content "touts" on Bloomberg.com section fronts, she added.

Oracle previously worked on this project with Bloomberg -- as did co-sponsor Intel -- by sponsoring an editorial roundtable called "The Digital CFO," in Bloomberg's London office May 10. Some 22 CFOs attended the invite-only event.

Gaye Hudson, VP of EMEA communications at Oracle, stated that Blooomberg is a "perfect partner" due to their relationship with CFOs and their "market expertise." Oracle provides product offerings for CFOs, like their cloud database management software.

An expansion of Bloomberg Media's content offering, Kinection was formed just last week specifically to produce custom content for Bloomberg Media's commercial partners.
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