Through a partnership with Sharethrough, CNN International Commercial is offering dynamic native and branded content advertising formats in prominent positions across its digital platforms
BestMediaInfo Bureau | Mumbai | August 8, 2016
CNN is rolling out native advertising solutions to optimise the performance of digital campaigns from commercial partners and enhance the experience of the audience engaging with branded content and digital advertising on its platforms.
Through a partnership with native advertising platform Sharethrough, CNN International Commercial (CNNIC) will now offer dynamic native and branded content advertising formats in prominent positions across CNN’s digital platforms.
Using Sharethrough, CNNIC has developed and tailored exclusive new formats and templates so that native solutions on CNN’s international digital properties offer both a seamless user experience and tremendous value to advertisers. The main benefits are in dwell time and engagement, as the Sharethrough/Nielsen Neuroscience Study shows that native ads receive more than double the visual attention than banner ads.
CNN Digital’s ‘Native 2.4’ programme will focus on several key benefits such as dynamic formats, smart placement, intelligent data insight and creative excellence.
“We are bringing together the full suite of new formats, prominent and seamless placement, and the power of data and creative content for clients to truly engage with CNN audiences in a native environment,” said Rob Bradley, Director of Digital Revenue and Data, CNN International Commercial.
“The result is an engaging brand storytelling experience created for peak performance and with the flexibility of dynamic optimisation. Clearly labelled to ensure transparency, this solution created with our partners at Sharethrough also ensures that our users are served high quality and engaging native content that’s relevant to them. In an age of overused buzzwords, this solution, which we’re calling Native 2.4, finally adds real substance to the term ‘native advertising’,” he added.
“Like us at Sharethrough, CNN believes in a future where ads are built on a foundation of respect and quality — ads that fit in. The CNN team has enthusiastically embraced this new advertising model, and are using the Sharethrough platform in a unique and sophisticated way. When combined with the high quality content being created by CNN’s brand content studio, native ads have the power to engage and persuade unlike any traditional marketing strategy,” said Dan Greenberg, CEO and Co-Founder, Sharethrough.