USA Today Launches Branded Content Studio “GET Creative”
What: The USA TODAY NETWORK, owned by Gannett, has launched GET Creative, a new branded content studio that enables partners to reach more than 100 million readers. GET Creative will give advertisers the ability to immerse audiences in branded experiences on par with trusted editorial content across all USA TODAY NETWORK platforms.
Why it matters: Gannett, the largest newspaper chain in the U.S., is attempting to increase its branded content business, an area which is growing at a very high rate, particularly in online video.
The USA TODAY NETWORK, part of Gannett Co., Inc., has announced the launch of GET Creative, a new branded content studio that connects advertising partners with audiences at the local and national level through premium content experiences across all mediums including virtual reality.
Led by Kelly Andresen, who recently joined Gannett as vice president of branded content, the studio will develop original stories that are promoted across the USA TODAY NETWORK and deliver real time data insights that help maximize reader engagement.
Sitting at the intersection of powerful storytelling and industry leading technology, GET Creative gives advertisers the ability to immerse audiences in branded experiences on par with trusted editorial content across all USA TODAY NETWORK platforms including virtual reality -- of which Gannett has been at the forefront.
Further, as part of the USA TODAY NETWORK, GET Creative will partner with local and national media properties, trusted sources of information for millions of consumers across the country, to provide advertisers with expertise and resources to deliver more relatable and meaningful content to communities across the country.
“The launch of GET Creative is an important part of USA TODAY NETWORK’s evolution as a next- generation media organization,” said Kelly Andresen. “With the flagship USA TODAY and our 92 local properties, we are poised to have an extremely strong impact for our partners and will allow them to produce hyper targeted, multi-platform campaigns that can reach more than 100M consumers at the local and national level.”
With the launch of GET Creative, Andresen has recruited top talent in the industry to drive the studio forward. Most recently, Gannett welcomed former west coast sales director from Gawker, Camie Baker, as director of branded content partnerships. Additional team members include 360 degree video specialists, as well as program managers expert at driving traffic and engagement for advertisers. Unique to the publishing industry, GET Creative’s team is in-house and able to scale client efforts locally and nationally.