Content agency Edge has launched a performance media business to serve the increasing need for paid media to drive content strategies, as organic reach falls away.
While it background is in building owned content strategies for brands, as digital platforms changed things up with algorithms and began prioritising paid reach rather than organic, it pivoted its strategy towards paid media to suit.
It now works with influencers, builds 'always -on' content plays and negotiates branded partnerships, and will now offer media strategy and implementation capabilities.
Later this month it will officially launch its performance media unit offering SEM, paid social across Facebook, Instagram, Snapchat, Twitter and YouTube, display, native, content discovery platforms, branded content partnerships and influencer programs.
It is being headed up by Edge executive planning director and partner, Richard Parker and Inez Zimakowski. Zimakowski joined the agency 18 months ago from Harvey Norman’s in-house agency.
“We began to build capability in this area in response to clear and increasing demand from our clients. As organic reach has dropped across most digital channels, the paid media amplification of content has become more and more important. And the reality was, many of our clients found that their existing media agency relationships were not responsive enough to amplify content in real time to highly targeted audiences,” says Parker.
“Whilst this venture was rooted quite specifically in the amplification of content, we’ve moved beyond that. We believe in the integrated agency model where a creative concept and media idea are indistinguishable — it delivers a better outcome for our clients. That’s why we’ve chosen to invest in this area and launch a formal division that offers a full suite of digital media services.
“In a wider sense, building out this division is also intended to complement our increasing focus on data strategy and CRM. At Edge, we hang our hat on challenging the way brands engage with consumers by delivering one-to-one content experiences at scale. To do that, we need to be able to conceptualise and deliver personalised content to both prospective and existing customers, integrating activity across paid and owned channels as well as databases.”
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