Regional Leader in Dubai Grows Branded Content Business by 6X with Strong Campaign Performance with Polar’s Native Distribution.
Dubai, United Arab Emirates: ME NewsWire: Digital Media Services (DMS), a Choueiri Group brand, was recently featured as a case study example by its Native Advertising tech partner “Polar”, who denoted DMS’ success as a regional leader which has gone-on to outperform global branded content engagement benchmarks by 67%.
Premium publishers all across the globe partner with Polar to evolve and grow their branded content business and revenue. These include global heavyweight publishers, including The Huffington Post, The Telegraph, CondeNast, News Corp and USA Today.
Elaborating on the partnership with Polar, DMS’ Chief Operating Officer Michel Malkoun said that “Our team developed a strong partnership with Polar over the past two years. We represent over 30 premium publishers in the region that not only have the scale but also the high engagement brands are looking for. Partnering with Polar has provided us with the right technology needed to run branded content and offered us the essential information needed when putting together the strategy behind driving more user engagement”.
With extensive reach across its portfolio of 40+ premium digital properties and a massive audience (Over 135 million unique users per month), generating over 2 billion page views and serving over 4.3 billion ads, DMS represents digital properties across a wide spectrum of industries, including men’s and women’s lifestyle, sports, news, entertainment, technology, automotive and trade.
DMS drives millions of page views and engagement with branded content through dynamic native formats with Polar. Out-of-the-box headline and thumbnail optimization ensures strong click-through rates (CTR) by automatically identifying the best performing creative assets.
Tom Jenen, Chief Commercial Officer at Polar also shared his thoughts on DMS’ success story by stating that “It has been great to see DMS develop into a true branded content leader among publishers in the Middle East. Amongst all our partners in Europe, the Middle East and Africa (EMEA), they consistently execute and deliver impressive program performance for advertisers. Our close partnership provides a strong foundation for continued innovation and platform enhancements for publishers in the region”.
Pageviews increased more than 46%
DMS delivers strong performance for advertisers, driving millions of engaged views to premium branded content. Over the past two years, DMS consistently achieved strong page views growth–increasing by more than 46 percent on a compound quarter-over-quarter basis.Likewise, the average number of page views delivered per campaign also grew by 32 percent since first implementing Polar. Advertisers throughout the Middle East are choosing to execute branded content with DMS because of their focus on driving page views with quality engagement.
Branded content engagement times outperformed global benchmarks by 67%, with lifestyle focused content leading the pack.
Branded content delivers an average engagement time of185 seconds per page view across all core digital properties.Compared to Polar’s latest Benchmarks Report, DMS outperformedthe global average time spent (ATS) by 74 secondsbeating other publishers by 67 percent.
Lifestyle sites are keeping viewers engaged for the longest time. At an average of 202 seconds, both men’s and women’s lifestyle categories have an average engagement time of almost three and a half minutes. Lifestyle-oriented content is typically longer in length and has a heavy storytelling element to it, which explains the higher engagement compared to other categories.
Clicks to branded content outperform global benchmarks by 53%
DMS boasted a strong aggregate CTR of 0.46% across all of its core digital properties throughout the last 12 months and outperformed global publisher performance benchmarks by 53 percent. Across its four core categories, news and entertainment-focused properties experienced the strongest CTR performance.
Carol Matta, DMS’ Product Director, Native Advertising summed up the unique edge which DMS delivers to regional brands in terms of Native, by saying that “The platform truly enables our team to confidently sell, execute and deliver content programs for major advertisers in the region. Ultimately our strong performance with Polar is allowing us to continue scaling branded content across all of our properties under a centralized platform”.
About Digital Media Services (DMS):
Digital Media Services (DMS) was incorporated in 2010 as the official digital media arm of Choueiri Group, extending a premium portfolio of online / mobile offerings. Aligned with Choueiri Group’s commitment to and focus on digital, DMS received a brand makeover in April 2017, which expresses its unique strength as the true voice of independent publishers. DMS is headquartered in Dubai, with presence in key regional markets.