Business Insider, a digital media company celebrating its 10th anniversary this year, will show potential ad partners the different audiences its built during that time.
The site covers topics from travel and entertainment to finance reports and tech news across more than six verticals; on its Insider site, readers can find everything from lifehacks and fan theories of popular TV shows to cool gadgets and money-saving tips.
With its lifestyle brand Insider, which launched less than two years ago, Business Insider “appeals to consumers and members of the business community,” said Pete Spande, Business Insider’s CRO.
According to Spande, Business Insider has been doing native advertising since before the term was coined. “Back then, we called it ‘conversational marketing,'” said Spande.
Now, Business Insider, a company this reporter has previously worked for, creates over 500 pieces of branded content in a year. The company has created campaigns with brands from BlackRock to Fiji’s tourism board.
“We’ve learned how to present content like hard news and special reports, and we bring those same insights when we feature melting cheese [see the video below] or the best places to stay on an island,” said Spande.
Overall, the event will highlight Business Insider’s optimization and distribution strategies as an introduction to the ad community. The company will put on display some of the most popular vendors or inventors of the products and experiences that Business Insider has featured on the site. Attendees will have the opportunity to experience and taste the popular videos IRL.
Update: Business Insider announced three new video series during its NewFronts presentation. Build will focus on the innovations and machines that are creating a new, tangible future; Better will feature the people who are driving businesses and ideas forward, like Richard Branson or Elon Musk; and BI Investigates is a quarterly editorial series that dives into macro trends affecting society, with its latest edition, Undividing America, coming this summer.
Additionally, Insider shared potential series ideas: Odd Overnights, which will take a look at unique travel accommodations around the world, and Masters of Their Craft, which will highlight people who have become experts in their field.