DPG Media

Branded content at scale

Advertising is essential to the business models behind many websites we all love and use. Online ads, however, can be pretty annoying. But they don’t have to be. What if online ads have high-quality photos, text, and videos just like journalistic articles? Sure, they’re still online ads, but that doesn’t mean they can’t be entertaining or valuable. As long as it’s clear that they’re branded content, not pretending to be independent journalism, it’s a win for all.

Every day, millions of people read DPG Media’s online and offline publications. Its branded content has great potential, but the process of making online advertorials was complex and time-consuming. We designed and built a modular Content Management System (CMS) that allows DPG Media to produce branded content in the form of one-pagers at scale. Now it’s not only much quicker to produce advertorials, but it also improves their quality through standardization. Because the CMS has well-designed templates and the technology is easy to use, the content comes forward to shine. With a 90% decrease in cost, DPG Media can now offer many more companies besides the highest-paying advertisers branded content on beautiful onepagers.


2018 - present


Digital designer, strategist, project manager

Project scope

Product development, business design

Team size


Read more about this project at Total Design.