Bloomberg has launched a set of display ad formats that it describes as ‘high-impact’ and cross-screen but only require very basic assets from advertisers.
The new suite of products are called ‘Ad.apt’ and requires a brand to only submit a headline, subhead, logo, brand images, video and a call to action. From that point the Bloomberg Media Group’s new platform will build the final experience dynamically in-house.
Bloomberg has been on a significant digital transformation journey, altering its model to adapt to changes for both its consumers and clients. In May, Bloomberg talked about its decision to go behind a paywall on the website, while on the advertising side of the business, it has been ramping up its branded content efforts and has grown its ad product portfolio to 21, from eight in 2015.
This helps advertisers become efficient at speed, according to the announcement, as many brands are reliant on building a distribution and activation plan around certain assets, whereas Bloomberg takes the pressure of with this launch.
Bloomberg said the formats will be live across all of its channels, and that it “meets the growing need for ad optimization based on content, audience and distribution performance, while remaining sensitive to editorial context and brand safety”.
There are four parts to the new format: ‘Data’ Integrates Bloomberg’s relevant data intelligence, adding a real-time element, ‘Story’ brings in relevant Bloomberg content alongside the brand’s own story, ‘Play’ adds in video content and ‘Brand’ adds in branding resource.