Hearst, A+E Team For Branded Video Across Broadcast, Digital Properties

A+E Networks and Hearst Magazines Digital Media (HMDM) are partnering to air branded videos produced by Hearst on A+E Networks’ channels and Hearst’s digital sites.

Marketers can sponsor “themed” programming content blocks on A+E’s networks, spanning topics like home and lifestyle, fashion and beauty, outdoor and adventure, leadership, auto and food.

Marketers will also be able to sponsor co-branded videos that will run alongside TV commercial ads.

“The idea is to work with a client to create a co-branded experience that would work great on our sites, our social platforms and when delivered in an appropriate programming block,” Todd Haskell, SVP and chief revenue officer at HMDM, told Publishers Daily.

The videos will air on A&E, Lifetime, History, FYI and Viceland. Articles, galleries, ad units and social media from the partnership will run on HMDM digital sites, including Cosmopolitan.com, ELLE.com, GoodHousekeeping.com and Delish.com.

advertisement

advertisement

Custom content can be created with HMDM, or pieces of content can be created by one of the publisher’s titles and sponsored by an advertiser.

For example, a co-branded style piece from Elle magazine could be combined with a 15-second spot from a fashion retailer, President of HMDM Troy Young said.

Or Hearst’s Cosmopolitan editorial team could produce custom content for an advertiser that would “live not only on Hearst social and digital feeds, but also on Lifetime or FYI,” said Peter Olsen, EVP of national ad sales at A+E Networks. “The combination we believe provides authority, deeper context and both targeted and scalable distribution.”

Another example: Road & Track magazine could create custom content produced for an automotive series on History Channel, which would live on the magazine’s digital feeds, as well as on History and its auto series, “Counting Cars,” Olsen said.

A+E Networks is currently in talks with potential advertisers.

Olsen said the partnership allows A+E Networks to access clients that are currently exclusive to Hearst and vice versa. “Above all, it creates a different dialogue and offers more robust and far-reaching solutions for marketers.”

A+E Networks is jointly owned by Hearst and Disney-ABC Television Group.
Next story loading loading..