Fairfax Media has become the first Aussie news publisher to embrace native advertising.
The company has introduced a native advertising product range – called Brand Discover – that allows advertisers to create, design and promote branded content on The Sydney Morning Herald and The Age website.
CommBank is the launch partner, using the format to promote its banking services in a series of five articles on Business Day.
Ed Harrison, Fairfax Media Group’s sales director, said: “Quality content is Fairfax’s currency – it’s at the core of our business, and we can now use this for the benefit of our advertisers. Our new Brand discover native advertising offering is all about engaging audiences and enhancing their advertising experience.”