(Boursier.com) — Dailymotion Advertising, a major player in the AdTech market, is extending its partnership with Goodeed, the solidarity agency, to the EMEA, NORAM, LATAM and APAC regions. In June 2020, Dailymotion became the first advertising solution to market the Goodeed format to its advertisers. Through this partnership, 21 brands have activated the Goodeed solidarity format with Dailymotion Advertising, thus making it possible to collect 130,000 euros for associative projects.
Launched in 2014, Goodeed allows brands to publicize their commitments and provide concrete support to associations while improving audience attention. The objective of this social enterprise, certified B Corp since June 2022, is to revalue advertising and media budgets through solidarity. Thanks to the commitment of 270 brands, Goodeed collected 7 million euros for more than 200 partner associations.
Thanks to this partnership with Goodeed, advertisers have the possibility of broadcasting their advertising campaigns (by mutual agreement) with a recognized solidarity format. With this co-branded offer, Dailymotion Advertising makes it easier for agencies and advertisers to take part in a committed advertising approach, by activating the Goodeed solidarity format.
These campaigns are broadcast in the Instream video inventory of the Dailymotion platform. Thus, each time an advertisement is broadcast in Goodeed’s solidarity format, part of the advertiser’s media budget is donated to the chosen charity.
Current issues
This partnership responds to current brand challenges: 90% of consumers expect brands to make a commitment to society and the planet. This responsible format thus generates a double impact: first of all a solidarity impact, through the financing of ecological or social projects (1 advertisement viewed = 1 support for an association), but also an advertising impact, since the Goodeed enrichment increases memorization and enhancement of the message.
“At Dailymotion Advertising, we are proud to see the partnership with Goodeed, proven in France, extend to the rest of the world. It confirms our positioning as a responsible company and testifies to the growing need for brands to communicate in a more committed way. “, explained Elisabeth Lozito, Sales Marketing Director France, at Dailymotion Advertising.
The process of launching a campaign with Goodeed involves several steps. First of all, the company chooses the association with which it wishes to collaborate. Goodeed confirms the association’s choice within 48 hours, then Dailymotion’s internal studio adapts the video content to broadcast the solidarity campaign. After its broadcast, the brands receive a certificate and are kept informed of the news of the supported project. Several major brands have already joined this project with a strong positive impact.
“Goodeed’s mission is to put advertising at the service of the common good, by upgrading the media budgets of brands to transform them into funding for associative projects. This objective will only be achieved if we join forces with players such as Dailymotion, with whom we are proud to be able to extend our partnership more globally, beyond our borders”, underlines Jenny Tordjman, General Manager, at Goodeed.