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Introducing Brand Stories
Driving meaningful engagement across the consumer decision journey
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What are Brand Stories?
The tap-through experience created for a new generation of consumers.
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Quick bites, big stories:
Go well beyond static video advertising with a multi-scene, tap-through experience, inspired by the world’s fastest growing content format.
Why Brand Stories?
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AN AVG. OF:
86%
of page views are created on mobile
Media companies are witnessing an unstoppable shift to mobile devices.
AN AVG. OF:
45%
of users leave within 15 seconds
A staggering 45% of users visiting text articles leave within 15 seconds from loading the article.
UP TO:
60%
of readers will not return
Content creators are missing out on 60% of opportunities to turn readers into buyers or subscribers.
Bite size is the right size.
Short-form storytelling: conversational, direct, to the point.
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Why is this relevant?
Stories are embracing everything that’s inherently unique about the mobile age: high quality streamable content, 5G connections, audio access, gestures and interactivity, all created for an audience that's just crying out for an alternative to the mindless scroll into text content and social media feeds.
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COVER
COVER
VIDEO
MAP
LINK
TEXT
QUIZ
VIDEO
POLL
VIDEO
1:00
1:30
2:00
2:30
2:30
2:30
COVER
SCENE 1
SCENE 2
SCENE 3
SCENE 3
SCENE 3
Owned by you
Consolidate brand awareness by using clear and consistent branding across all your Stories.
Publish to your domain
Publish directly from the Newsroom AI platform to your domain, using existing CDN and infrastructure.
Engineered for mobile
Leverage a clear and easy to use interface to help readers navigate quickly or find further recommendations.
A new narrative format
Introduce a new timeline that combines videos, text, quizzes, polls, shoppable and actionable elements into an exciting new experience.
M
New York City
Visual Stories:
New York City's most famous murals and the origin stories behind them
by Lonely Planet
From Editorial to Branded
A growing content format for global publishers
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Brand Stories and the brand-supported equivalent of Web Stories, an exploding content format that's prioritised by Google in mobile search results.
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An end-to-end content experience:
Create Brand Stories across the Consumer Decision Journey
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From Branded Content campaigns all the way to shoppable and loyalty content, Brand Stories are a versatile format for a range of content creation requirements.
Branded Content
Develop vibrant branded content experiences, driven by deep cultural and audience insights.
Editorially Driven
The Branded Content experiences are created through the unique lens of the editorial team to create a multidimensional perspective into topics that support and advance the brand’s mission and values.
Authentic Storytelling
The new consumers aren't just buying what you do. They are buying into why you do it. They're moving towards platforms that encourage and celebrate authenticity and expect brands to do the same.
Uniquely Relevant Content
Consumers like brands that go out of their comfort zones. They love brands that lean into their unique strengths and offer an uncommon solution to a common problem. They love explorers. They love conscious capitalism.
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Product Discovery
Create visual experiences that entertain, reward and inspire consumers, in a format that’s increasingly dominating their daily content habits. 
Engage
Allow audiences to go well beyond the video ad and discover products within a self-contained, highly visual unit.
Reward
Create multi-sensorial experiences that actively rewards consumers while providing visual cues for further exploration.
Inspire
Inspire consumers to explore more with interactive components, galleries or scene attachments.
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Auto
Entertainment
Technology
Apparel
Apparel
Actionable Content
Create actionable experiences that allow consumers to explore, connect or shop directly into the Story unit.
Product
Enable deep product explorations with a full range of ecommerce integrations.
Integrations
Integrate with platforms like Shopify or embed third party modules for faster development.
Lead Collection
Collect light leads right within the Story format.
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Product Feature
Store Finder
Product feature
Shoppable
Write like you speak. But better.
Understand every interaction
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Brand Stories come with an incredible wealth of data and analytics options. And not the type that’s collected behind the user's back.  So there are two types of data options here:
Story Impressions
31,594,147
Scenes:
54,812,510
Actions
115,267
Interactions
2,698,157
interaction rate
8.54%
Averge Depth:
64.84%
Spent:
$61,238
Leads:
3,136
Leads:
3,136
Data validated by
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Facebook
Display Ads
Native Ads
Instagram
CRM
Website Traffic
Re-targeting
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THE OFFICE: AN ANALYSIS
A visit to the headquarters of your favorite mall brands
By Caity Weaver
September 13, 2021
In a 1780 letter to his wife, Abigail, John Adams proposed a chronology of generational obligations for learning. It was his duty, the future president wrote during a sojourn in France, to “study politicks and war,” that the next generation “may have the liberty to study mathematicks and philosophy,” that the next should have “the right to study Painting, Poetry, Musick, Architecture, Statuary, Tapestry and Porcelaine.” Mr. Adams’s epistle ending there, modern readers cannot know whether, with more paper and time, he would have eventually previsioned the 21st-century corporate campus where word clouds are studied in both digital and material states so that the current youngest generation of workers may attain a perfect knowledge of Cinnabon brand identity.
The swing era continues at Focus in just one conference room.
We can only assume that when, in a separate letter written three years earlier, in the midst of the Revolutionary War, he expressed his wish that posterity would “make a good use of” the liberty he sought, he had in mind something like the 62,000-square-foot headquarters of Focus Brands, the Atlanta-based operator of 6,536 food franchise locations. Behind every snack food franchise is a story — a young mother raised in the Amish church takes over a pretzel stand in the wake of devastating personal tragedy; a flat tire on a hot day forces a Greek immigrant ice cream man to serve a rapidly softening frozen product — that is eventually obscured by the unrelenting popularity of its low-cost, high-indulgence, addictively delicious treats.
BRAND STORIES:
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Behind every Cinnabon Classic Roll is an office of people dedicated to preserving its legal status, ingredient consistency, financial viability, informative yet friendly online presence, uniformity of storefront appearance, marketing power and cultural legacy.
Focus is the brand behind many of America’s favorite mall food brands, including Auntie Anne’s and Jamba.
Not to mention designing, photographing, printing, filming and distributing the materials that make it possible for anyone of legal working age in the United States to acquire the knowledge of Cinnabon Classic Roll fabrication in accordance with company standards. Ditto a Fudgie the Whale ice cream cake or an Aloha Pineapple smoothie.Roughly 375 such individuals work in the main office of Focus Brands.
Focus owns and governs the Auntie Anne’s, Carvel, Cinnabon, Jamba (formerly Jamba Juice), McAlister’s Deli, Moe’s Southwest Grill and Schlotzsky’s brands. In its offices, these have been boiled down to their very essences and those essences in turn splashed upon the walls, suspended from the ceiling and drilled into the exposed concrete pillars.The most arresting manifestation of these brands is the floating text that hovers in altocumulus formation above a brightly lit walkway off the building’s main entrance. “Creamy frosting buttery AWESOME irresistible HOMEWRECKER,” declare (some of) the words, which Steven DeSutter, the C.E.O., said, were chosen by brand leaders to “give them a chance to say what words define your brand.” (“Homewrecker” is a type of burrito at Moe’s.)
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Scale your content
Amplify your Conversations
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Conversational Content allows brands to accelerate consumers through one or multiple stages of their decision journey
1/4: Landing Pages
The in-feed unit runs across selected editorial placements available directly or via Deal IDs. The unit extends on the full height of the device, creating an immersive experience that's similar to social stories.
2/4: Landing Pages:
Use Brand Experiences as destination page or content hub as part of a wider campaign.
3/4: In Video:
Interactive Videos can run programmatically across standard VPAID tags.
4/4: Custom Launcher:
Incorporate Brand Experiences into your properties via custom launchers to open up the experience window over your content.
1. Landing Pages
2. In-feed
3. In/Out Stream
Examples
Explore the Brand Stories Showcase
Explore the Showcase
Get inspired with over 1,000 branded and editorial stories from around the world.
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