NewFronts Social Media Mobile

DigitasLBi and Group Nine Media team up to breathe new life into brand assets


By Lisa Lacy, n/a

May 5, 2017 | 3 min read

At its 10th annual NewFront conference, marketing and technology agency DigitasLBi announced a partnership with digital media holding company Group Nine Media for a new video content creation and distribution offering.

DigitasLBi chief content officer Scott Donaton announced a partnership with Group Nine Media.

DigitasLBi chief content officer Scott Donaton announced a partnership with Group Nine Media.

The deal will combine what it calls “content transformation tools”, including Snacktory from DigitasLBi and Spotlight from Group Nine. This, in turn, will allow brands to take existing content assets and turn them into engaging, snackable video content and distribute it across multiple platforms, the release said.

While Snacktory has historically taken existing client assets and turned them into snackable content in a week or less, Spotlight customizes content for video distribution across social channels.

“Spotlight takes assets like TV spots [that] are not necessarily built for social and mass distribution and takes those assets and contextualizes [them] using our brand,” said Ben Lerer, CEO, Group Nine. “Start with a whitepaper one of your brands is making. Snacktory can turn it into something much more snackable and we can then recontextualize it again and get mass earned distribution in social. Something nine people would have read [can then reach] 9m people.”

Content will be distributed across Group Nine brands Thrillist, NowThis, The Dodo and Seeker, which the group said have a combined reach of over 4bn monthly video views across social.

Each execution will also have access to Group Nine’s analytics and insights engine to “power additional content development and distribution strategy”.

The deal will be available exclusively to all DigitasLBi clients.

"This partnership represents the best of what DigitasLBi does: use data-driven insights to develop world-class content that engages audiences wherever they are," said Scott Donaton, chief content officer at DigitasLBi. "Adding Spotlight's capabilities to Snacktory's strengths creates a truly unique and powerful offering to help clients unlock maximum return from their content investments."

Lerer added, “The program plays beautifully into both organizations' strengths - leveraging DigitasLBi’s deep understanding of their clients' content, coupled with Group Nine's ability to create shareable video content and breathe massive reach into the stories brands want told. Together we'll be able to give these stories a life in social they wouldn't have had before."

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