First Women's Lifestyle Publisher to Offer Brands Self-Publishing Tools With In-Depth Analytics
APRIL 9, 2014 – San Francisco, CA — POPSUGAR Inc., the global media and technology company at the intersection of content and commerce, today announced it has launched a proprietary native advertising platform, POPSUGAR SNAP (Sugar Native Ad Platform), that gives brands access to the technology that POPSUGAR editorial uses for creating and distributing content to women 18-40. The POPSUGAR SNAP platform provides brands with insights to set content strategy, self-publishing capabilities, and user-engagement analytics.
"SNAP is based on the platform we have used to grow our 21M audience, and it powers our native efforts," said Jen Wong, chief business officer of POPSUGAR. "With this platform, POPSUGAR becomes an even more powerful one-stop shop for brands who want to engage women. We start with POPSUGAR Insights, where we have data on women's passion points and what they love on social, we use that to inform the creative we produce through The Bakery, and then we enable distribution and analytics to track and optimize performance."
SNAP can be used to distribute content created by The Bakery, POPSUGAR's in-house creative unit for brands, or content generated by brand partners.
- Content Insights: First-party data on content that is most popular across sites and social like Pinterest, Facebook, or Twitter, as well as information on top products trending through ShopStyle.
- Audience Insights: Access to POPSUGAR Insights, which has a proprietary knowledge base on the attitudes, opinions, and behaviors of today's women based on quantitative and qualitative custom research.
- Self-Serve Publishing Tools: Ability to upload and distribute brand-created content (text, photo, video) via a platform based on POPSUGAR's in-house content management system.
- Audience Analytics: Measurement across sites, social, and beyond so brands can see where engagement is occurring, what brand messages are resonating, and the psychographic profile of the audience consuming their content.
Jockey International, Inc. is one of POPSUGAR's first brand partners to take advantage of the newly launched SNAP platform. "POPSUGAR is a great partner with a valuable, engaged audience, and we are excited to take this step with our innovative Skimmies® slipshort collection," said Dustin Cohn, chief marketing officer at Jockey. "The SNAP platform will allow Jockey to expand its approach as we move deeper into content marketing."
Eric Gohs, director of digital marketing for EXPRESS, added, "Our girl is constantly connected, and her phone or tablet is never far from reach. So it just makes sense for us to explore opportunities like this with POPSUGAR that help us reach her with the right content, at the right time on whatever device she happens to be using."
"Our guiding principle is that native advertising content has to be just as engaging, social, and enjoyable as our own editorial. POPSUGAR is taking all our know-how from successfully growing our fresh lifestyle brands and bringing that to marketers. The SNAP platform completes our brand marketing toolset and will sit alongside our full content-creation capabilities under The Bakery unit," said Wong.
POPSUGAR Inc. is a global media and technology company at the intersection of content and commerce — online, on mobile, and at your door. POPSUGAR.com is the go-to destination for the biggest moments, the hottest trends, and the best tips in entertainment, celebrity, fashion, beauty, fitness, food, and parenting. In addition to the best original lifestyle content, POPSUGAR's growing portfolio of commerce brands includes ShopStyle, the leading fashion search engine, and POPSUGAR Must Have, a monthly subscription box featuring editor-curated products. Targeting women 18-40, POPSUGAR draws over 21M users worldwide, 50M live and on-demand video views, and half a billion in annual retail revenue. POPSUGAR Inc. is a privately held company funded by Sequoia Capital and Institutional Venture Partners with offices in Chicago, Los Angeles, New York, San Francisco, and London. For more information, visit POPSUGAR.com and follow @POPSUGAR on Twitter.