Bloomberg has launched a new, data-driven content marketing solution designed for forward-thinking advertising partners — Bloomberg Denizen.
Bloomberg Denizen combines journalistic expertise with deep, data-driven consumer insight to create content that is targeted, and often micro-targeted, towards the global business professionals advertisers aim to reach. A team of cross-platform experts – including journalists, technologists, creatives and data scientists – create and optimize content using a combination of editorial judgment and proprietary data on user behavior.
“Bloomberg is an unquestioned, best-in-class data provider. We are now extending Bloomberg’s data superiority to our media partnerships and delivering custom content solutions that build on data insights to deliver results,” said Zazie Lucke, Head of Global Marketing for Bloomberg Media Group. “There is an insatiable demand for assurance that ad dollars are penetrating directly into the right consumer groups and through the right channels – we are bringing that assurance to our partners through Bloomberg Denizen.”
Bloomberg Denizen launches with two signature content offerings: Custom Rankings, which draws from the wealth of Bloomberg data to create shareable lists and data visualizations, and Data Reel, interactive video marrying the storytelling power of video with the rigor of data.
In addition, a slate of multimedia elements – articles, short- and long-form video, explainers, infographics and more – will be available to Bloomberg Denizen partners on any portion Bloomberg’s full, multi-platform media portfolio. Content can be tailored to any combination of web, mobile, digital video, print, TV, radio or live event platforms, and be run alongside editorial. Content will be amplified across social media via organic engagement, influencer outreach and paid extension. All Bloomberg Denizen content is clearly delineated from editorial content. Bloomberg News editorial departments are not involved in the creation of this content.
Bloomberg Denizen’s first client is Zurich Insurance Group. The program features 40 total pieces of original content – a mix of video, feature articles, and data visualization driven by Bloomberg Custom Rankings that collectively illustrate the threat of hidden business risks, where those hidden risks are geographically most probable and the need to identify and prepare for them. The content calendar includes presence on digital, mobile, print, and TV platforms, along with live media presence at the annual Bloomberg Next Big Thing summit in Half Moon Bay, California next month. All content will live first on a Bloomberg platform and then in perpetuity on a soon-to-be-launched Zurich Knowledge Hub.
“At Zurich, we want to talk to the business community and other stakeholders about interconnected global risks and how they can best be managed,” said Monika Schulze, Group Chief Marketing Officer at Zurich Insurance Group. “Bloomberg Denizen has the content expertise and cross-media capability to help us tell that story in all its richness and depth.”
Bloomberg, the global business and financial information and news leader, gives influential decision makers a critical edge by connecting them to a dynamic network of information, people and ideas. The company’s strength – delivering data, news and analytics through innovative technology, quickly and accurately – is at the core of the Bloomberg Professional service, which provides real time financial information to more than 319,000 subscribers globally. Bloomberg News, delivered through the Bloomberg Professional service, television, radio, mobile, the Internet and three magazines, Bloomberg Businessweek, Bloomberg Markets and Bloomberg Pursuits, covers the world with more than 2,400 news and multimedia professionals at 150 bureaus in 73 countries. Headquartered in New York, Bloomberg employs more than 15,500 people in 192 locations around the world.|