Scale Your Audience with DML Web Distribution

July 30, 2023


Every good marketing executive knows that a successful content campaign goes beyond having high-quality articles—it also entails paying to get eyeballs on that content.

The reality of today's digital content marketing ecosystem is two-fold: You have to have engaging content that resonates with your target audience—and you have to buy digital real estate to get it in front of them.

Distributed Media Lab recently expanded its technology offerings to provide audience extension via programmatic advertising campaigns. The campaigns enable brand and performance marketers to seamlessly distribute content across premium publishers like ESPN, CNN and The New York Times to reach the highly educated, quality audiences brands strive to connect with. Plus, our technology can target audiences on these premium sites according to audiences’ demographics and geographic locations, allowing local publishers to serve local businesses.

Read on to learn more.

How We Do It

DML uses its proprietary technology to create content collections. The collections show up to 20 pieces of content at a time, featuring 3-4 pieces of content in a stunning popout display that keeps readers on the host site while simultaneously gathering data.

We do this by taking over banner ad placements on publisher websites and replacing them with a collection of content that viewers can see on mobile and desktop. That content can range from editorial to brand-created content to content we produce! We're able to offer three unique sizes:

The Benefits of DML's Programmatic Distribution Technology

DML provides access to ad placement inventory across premium publishers' websites. That means marketers can use our technology to access the educated, quality audiences who subscribe to and read websites like CNN, ESPN, The New York Times and many more. This results in massive brand awareness as readers engage with content rather than see a static display ad.

Custom content also gives advertisers brand authority and provides up-front value to consumers. Rather than using a static ad consumers are unlikely to click, collections showcase brands as trusted content producers to build trust with the audience. 

DML also optimizes campaigns for readership and engagement, running them like true ad campaigns that ensure improved performance and increasing metrics month-over-month. We collect data that include:

Marketers can then use this data for retargeting potential customers.

Ultimately, marketers who in the past could only reach target audiences organically, or through boosted social media posts, or via traditional native platforms like Taboola, Outbrain and Nativo can now reach them on a more massive scale.

How We Compare to Competitors

Organic Readership

DML can distribute brand content across thousands of publisher websites, expanding audience reach and giving marketers consistent information on readership.

Social Media

DML's stunning popout content viewer keeps readers on the host site, ensuring their experience is seamless and uninterrupted.

Traditional Native Platforms

Platforms like Taboola and Outbrain place sponsored content towards the bottom of article and website pages. DML collections garner higher CTRs and expanded engagement through optimized website placements at the top of landing pages or along the right rail.

Summing Up

Experts project that the content marketing industry will grow by $487 billion by 2027. DML's technology offers a unique opportunity for brand and performance marketers to capitalize on that growth through custom content elevated well beyond the traditional distribution channels.

DML's Content Studio also provides end-to-end custom content creation and delivery for brands that do not have their own content or want to expand content offerings. Email for more information on custom content creation.

Caitlin Hendee
Director of Editorial
Distributed Media Lab

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