AOL has launched ‘Partner Studio,’ a custom content division that will allow the publisher to work with brands to create native ads.
The publisher is the latest to roll out an in-house creative team as native advertising and branded content continue to gain popularity. Earlier this month, CNN unveiled a similar studio called ‘Courageous.’
To kick off the studio, AOL has partnered with Georgia-Pacific – whose brands include Angel Soft, Brawny, Quilted Northern, and Vanity Fair – to produce a digital campaign that includes various elements including native advertising, branded entertainment, and contributor content.
It will run across AOL properties such as Huffington Post. Custom content videos will also be distributed on AOL’s On Network and its Be On Platform, which the company said creates and syndicates content to 40,000 publishers in more than 90 countries.
Using AOL’s ‘Shoptimizer’ technology, brands will have the ability to make real-time campaign updates based on consumer behavior.
Kate Metzinger, senior marketing manager-communication strategy at Georgia-Pacific’s consumer business, said: "This effort is in line with our philosophy of experimental discovery as we work to leverage rich content with new technology to drive business results across all our brands."
Six of Georgia-Pacific’s portfolio brands will roll out custom content supported by social media in the coming weeks.