It’s no secret that brands are looking for new and creative ways to tell their stories. Native advertising is giving brands new options for how to engage with an audience, beyond the placement of an ad. Through native ads, brands can communicate relevant content, tell a story and capture a viewer’s interest by way of content marketing.
One challenge facing native advertising is the fact that ad content should provide as much value to the reader as publisher/editorial content. These in-stream ads, which blend in with the viewer’s online and contextual experience, give brands the possibility to cultivate their stories and introduce helpful, engaging, and informative content that people will readily read and share.
For example, the Washington Post has recently introduced a new sponsored content feature called WP BrandConnect. Clients using this new feature include Audi, Mercedes Benz, and the National Dairy Council.
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