Paris, June 22, 2023 — Dailymotion Advertising, a major player in the adtech market, is extending its partnership with Goodeed, the solidarity advertising network, to the EMEA, NORAM, LATAM, and APAC regions. In June 2020, Dailymotion became the first advertising solution to offer the Goodeed format to its advertisers. Through this partnership, 21 brands have activated the Goodeed solidarity format with Dailymotion Advertising, resulting in the collection of €130,000 in support of charitable projects.
Launched in 2014, Goodeed allows brands to showcase their commitments and provide tangible support to associations while improving audience engagement. The social enterprise, certified as a B Corp since June 2022, aims to redefine advertising and media budgets through solidarity. With the engagement of 270 brands, Goodeed has collected €7 million in support of more than 200 partner associations.
Through this partnership with Goodeed, advertisers have the opportunity to run their advertising campaigns (in a direct deal) with a recognized solidarity format. With this co-branded offering, Dailymotion Advertising enables agencies and advertisers to easily align with an engaged advertising approach by activating the Goodeed solidarity format.
These campaigns are delivered within Dailymotion’s Instream video inventory. Each time an ad is displayed in the Goodeed solidarity format, a portion of the advertiser’s media budget is donated to the chosen charitable association.
This partnership addresses the current challenges faced by brands, as 90% of consumers expect brands to be socially and environmentally responsible. This responsible format generates a dual impact: first, a solidarity impact through the funding of ecological or social projects (1 viewed advertisement = 1 support for an association), and second, an advertising impact as Goodeed’s enrichment enhances message memorization and value.
“At Dailymotion Advertising, we are proud to see the partnership with Goodeed, which has been proven in France, expand globally,” said Elisabeth Lozito, Director of Sales Marketing France at Dailymotion Advertising. “It confirms our position as a responsible company and reflects the growing need for brands to communicate in a more engaged manner.”
The campaign launch process with Goodeed involves several steps. First, the company selects the association it wishes to collaborate with. Goodeed confirms the association choice within 48 hours, and Dailymotion’s in-house studio adapts the video content for the solidarity campaign. After the campaign’s delivery, brands receive a certificate and are kept informed about the supported project’s updates. Several major brands have already joined this high-impact project.
“Goodeed’s mission is to leverage advertising for the common good by transforming brands’ media budgets into funding for associative projects,” said Jenny Tordjman, CEO at Goodeed. “This goal can only be achieved by joining forces with players like Dailymotion, with whom we are proud to expand our partnership on a global scale, beyond our borders.”