Digiday: BuzzFeed, Group Nine Media are selling more ‘brand-safe’ cross-platform video ads directly

Excerpt: “Are there publishers who point to another publisher or platform’s challenge in their pitch and say it’s something that they’re better at? Yes — but that’s just how pitches work,” said Rollheiser. “This is an extremely competitive landscape for digital media and publishers are constantly looking for new ways to separate themselves from the pack.”

Brown and Carone declined to name advertisers the publishers had won directly due to the new ad offering and brand-safety sales pitch. For BuzzFeed, the publisher has seen an increase in overall win rate, according to a company spokesperson. The wins have included several multimillion-dollar deals and at least one client that had not spent with BuzzFeed in two years, the spokesperson said. For Group Nine, advertiser wins have included a major financial services brand and Fortune 500 insurance company, according to a company spokesperson. 

For more insights from Mindshare’s Brittany Rollheiser, Director, Digital Investment, read the full piece in Digiday.